Strategi Komunikasi Pemasaran Persib Bandung Dalam Membangun Brand Image Sebagai Klub Sepak Bola Profesional

Argi Rissan Adam, Dini Salmiyah Fitrah Ali

Abstract

ABSTACT
This research titled "Integrated Marketing Communication Strategy of Persib
Bandung in Build a Brand Image as a Professional Football Club". This study aims
to determine how informants interpret the Marketing Communication Strategy of the
Persib Bandung football club. The method used in this study is a qualitative research
method, namely a research procedure that produces descriptive data in the form of
written or spoken words from people involved in presenting how the marketing
strategy of the Persib Bandung football club in building a brand image as a
professional football club. For data collection, researchers conducted in-depth
interviews with informants who play an important role and understand the marketing
strategy of the Persib Bandung football club in building a brand image as a
professional football club. While the research method chosen is descriptive
qualitative method. In building the brand image of the Persib Bandung football club
using an integrated marketing communication strategy including Interactive, Direct
Marketing, Public Relations, Personal Selling and Advertising. There are also
several aspects that influence the Persib Bandung football club to become a
professional football club including, Sports Aspects, Infrastructure Aspects, Personal
and Administrative Aspects, Legal Aspects and Financial Aspects which can affect
how Persib Bandung football club becomes a football club that professional. Persib
Bandung football club pays attention to these aspects in order to maintain its image
as a professional football club.
Keywords: Intergrated Marketing Communication Strategy, Brand Image,
Professional Football Club, Persib Bandung.

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