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All Journal JURNAL SAINS PEMASARAN INDONESIA THE COMMERCIUM
Febriyanto, Puput
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Education Languange, Linguistic, Communication & Media Social Sciences

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Peran dan Strategi Komunikasi Pemasaran Terpadu dalam Mengembangkan Citra SSB Pandanaran Febriyanto, Puput; Nurrachmad, Limpad
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 23, No 1 (2024): Mei
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v23i1.77-89

Abstract

Penelitian ini bertujuan untuk mengetahui peran dan strategi komunikasi pemasaran terpadu sekolah sepakbola. Penelitian ini menggunakan jenis penelitian deskriptif kualitatif yang melibatkan empat orang atlet, tiga orang masyarakat, dan satu pengurus sekolah sepakbola. Teknik pengumpulan data meliputi observasi, wawancara, dan dokumentasi. Diveifikasi keabsahan data dengan teknik trianggulasi data dan dianalisis dengan teknik reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa 1) komunikasi pemasaran terpadu memiliki peran dalam menyampaikan informasi tentang keberadaan SSB Pandanaran Boyolali. 2) strategi komunikasi pemasaran terpadu yang dilakukan SSB Pandanaran melalui bauran promosi yaitu iklan, pemasaran langsung, penjualan pribadi, pemasaran internet, dan hubungan masyarakat. 3) Kurangnya kesadaran dalam pembayaran menjadi kendala bagi pengurus SSB Pandanaran. 4) kultur sepakbola di Boyolali yang tidak kuat menjadikan tantangan untuk pengurus agar banyak masyarakat mengikuti dan bergabung ke SSB Pandanaran Boyolali. Berdasarkan hasil penelitian, penelitian ini menyarankan agar pengurus sekolah sepakbola memaksimalkan startegi komunikasi terpadu sehingga lebih banyak yang bergabung dan dapat menarik sponsor.
KOMUNIKASI PEMASARAN TERPADU DALAM MENGEMBANGKAN CITRA SSB PANDANARAN BOYOLALI Febriyanto, Puput
The Commercium Vol. 9 No. 1 (2025): The Commercium
Publisher : Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/tc.v9i1.63719

Abstract

In football, building an image is an important thing to do to achieve good growth and long-term, lasting success. For this reason, this research was conducted to determine the role of integrated marketing communication strategies as well as the challenges and obstacles faced by the SSB Pandanaran Boyolali management. This research uses a qualitative descriptive method, with the research subjects being the management, the students, the parents, and the people in Boyolali. The data was collected using observation, interviews, and documentation techniques. The research shows that 1) integrated marketing communications have a role in conveying information about the existence of SSB Pandanaran Boyolali. 2) the integrated marketing communications strategy carried out by SSB Pandanaran Boyolali through a promotion mix, namely advertising, direct marketing, personal sales, internet marketing, and public relations. 3) lack of awareness of payments is an obstacle for the SSB Pandanaran Boyolali management. 4) The football culture in Boyolali could be more assertive, making it a challenge for the management to get many people to follow and join SSB Pandanaran Boyolali. The research concludes that the integrated marketing communication strategy carried out by SSB Pandanaran has been going properly.
Co-Authors Nurrachmad, Limpad