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All Journal DIGICOM : Jurnal Komunikasi dan Media
Ahmad Khoirul Hakim
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Arts Humanities Education

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Marketing Communication Strategy of "Persebaya Fourth Jersey 2024" Through Instagram @persebayastore Ahmad Khoirul Hakim; Arfiyansyah; Salahudin Al Afgan; Yuga Adi Kusuma
DIGICOM : Jurnal Komunikasi dan Media Vol. 5 No. 3 (2025): Edisi Juli 2025 [on progress]
Publisher : LPPM Stikosa-AWS

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Abstract

This study aims to analyze the marketing communication strategy implemented by Persebaya Store in promoting the "Fourth Jersey 2024" through the Instagram account @persebayastore. The research employs a descriptive qualitative method, with data collected through interviews and observations. The findings reveal that the marketing strategy includes optimizing Instagram features such as Stories, Reels, Carousel, and collaborations with influencers. This strategy successfully achieves three stages of consumer transformation: changes in knowledge, attitude, and behavior. The study contributes to the understanding of social media integration in marketing communication, particularly in the sports merchandise industry.
Co-Authors Arfiyansyah Salahudin Al Afgan Yuga Adi Kusuma