Strategi Komunikasi Komunitas Lari Di Kota Bandung Dalam Menjaga Eksistensi Komunitas

Abstract

The development of running communities in Bandung City indicates that sport activities are no longer understood merely as physical exercise, but also function as social spaces where interaction, collective identity, and community sustainability are formed. In this context, communication strategies play a crucial role in determining how running communities maintain their existence amid urban social dynamics and the rapid growth of digital media. This study is grounded in community communication theory, communication strategy, and digital media utilization, which view communication as a participatory process that fosters engagement and shared meaning within communities. This research employs a qualitative descriptive method to comprehensively understand the communication strategies implemented by running communities in Bandung City. Data were collected through in-depth interviews, observation, and documentation involving community leaders, social media coordinators, community members, and an expert informant. The findings reveal that internal communication serves as the foundation for building social interaction and member solidarity through open and dialogic communication patterns. External communication strategies are conducted to shape community image and identity in the public sphere through consistent and well-planned messaging. Digital media function as a connecting space that integrates internal and external communication, sustains member engagement, and strengthens community visibility to the public. This study concludes that the sustainability of running communities in Bandung City is formed through the interconnection of internal communication, external communication, and digital media utilization as an integrated communication strategy. This research recommends further studies to explore communication strategies in broader community contexts and provides practical insights for community managers in designing participatory, consistent, and adaptive communication strategies in response to digital media developments. Keywords : Communication Strategy, Comunity Communication, Running Community, Digital Media, Comunity Sustainability.