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Uud Wahyudin
Prodi Ilmu Komunikasi Fikom Unpad
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Journal : PRofesi Humas

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Social media in sports: Brand communication strategy implementation by Jakarta Pertamina Energi Najwandari, Naura; Wahyudin, Uud; Risanti, Yuliani Dewi; Randa, Agrian Ratu
PRofesi Humas Vol 10, No 1 (2025): August 2025
Publisher : Universitas Padjadjaran

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24198/prh.v10i1.59553

Abstract

Background: Social media has made a significant impact on the world of sports. Today, sports clubs must compete on multiple levels, with one of the most prominent areas of competition being through social media. Despite this, volleyball in Indonesia lacks strong social media representation, highlighting the need for effective brand communication to boost its visibility. Recognizing this, PT Pertamina (Persero) established the Jakarta Pertamina Energi volleyball club, using Instagram (@jpevolley) as a key platform for its brand communication strategy. Purpose: This research aimed to explore how Jakarta Pertamina Energi implements its brand communication strategy via Instagram. Methods: It used a descriptive case study with a qualitative approach. Data were collected through interviews, literature, and documentation. Results: The study found that Jakarta Pertamina Energi follows a structured brand book that outlines key elements, such as brand objectives, target audience, brand message, personality, visual identity, and social media management. As of mid-2024, the @jpevolley account had gained over 242,000 followers, making it one of the most followed volleyball clubs in Indonesia. The account also leads in post frequency and content engagement within the sector. Conclusion: The use of a brand book ensures consistency in communication by aligning with the club’s branding objectives and strengthening overall brand presence for both the team and Pertamina products. Implications: This study suggested that brand communication in the sports industry could build brand awareness and engagement. It can also serve as a guide for other sports clubs, particularly volleyball clubs in Indonesia, to improve their social media strategies.
Co-Authors agus rahmat Agus Setiaman Almadina Rakmaniar Arsyad, Andi Asy’hary J. Asep Suryana Ashariana, Ashariana Atwar Bajari Dadang Rahmat Hidayat Dartina, Vina Dedi Rumawan Erlandia Diah Fatma Sjoraida Duddy Zein Dwi Budi Santoso Engkus Kuswarno Firdausi, Indrianti Azhar Ghazala, Abida Hadi Suprapto Arifin Hayati, Neni Nur Ilham Gemiharto Ira Mirawati iwan koswara, iwan Jamal, Muchamad Fauzi Kinanti, Annisa Shafa Kismiyati El Karimah Kosasih, Egie Jatnika Lexianingrum, Siti Rahayu Pratami Melly Maulin Purwaningwulan Musfialdy Musfialdy Najwandari, Naura Niyu Niyu, Niyu Nuha, Mohammad Nadwa Ulin Nuriah, Siti Nurizal, Hendri Nuryanto, Iis Latifah Ope Destrian Purwana*, Dodi Purwanti Hadisiwi Puti Halimah, Puti Randa, Agrian Ratu Rengganis, Linangkung Diah Ayu Risanti, Yuliani Dewi Siti Karlinah Slamet Mulyana Sumpena, Agus Susanne Dida Trie Damayanti Yanti Setianti Yati, Sri Eka Yulisa, Fivi Permata Yunus, M. Adipati Zain, Nada Khalishah