Implikasi Penggunaan Sponsorship Brand Kepada Brand Awareness Atlet Klub Softball VS Athletics Di Event Jakarta Cheetahs Afterhour Slow Pitch Tournament 2023

Fanani, Sandio Atsar and Maulina Pia Wulandari, S.Sos., M.Kom., Ph.D. (2024) Implikasi Penggunaan Sponsorship Brand Kepada Brand Awareness Atlet Klub Softball VS Athletics Di Event Jakarta Cheetahs Afterhour Slow Pitch Tournament 2023. Sarjana thesis, Universitas Brawijaya.

Abstract

Sejak tahun 2021 dengan selesainya masa lockdown COVID-19, Masyarakat di Jakarta mulai mencari hobi baru dan karena tersedianya lapangan softball di Gelora Bung Karno dan terbuka untuk umum, Slow Pitch mulai membuat banyak komunitas untuk orang lain mengikuti komunitasnya. Karena banyaknya peminat Slow Pitch, terbuatlah banyak kejuaraan di seluruh Indonesia. Dengan kepopuleran yang berkembang dengan cepat, kekuatan olahraga slow pitch softball dalam hal komersial dapat dikatakan sebagai sebuah merek yang kuat sehingga dapat digunakan untuk menjalankan proses pemasaran dan promosi yang efektif. VS Athletics adalah sebuah merek olahraga yang telah menancapkan namanya dalam dunia olahraga softball di Indonesia. Fokus utama merek ini adalah pada produksi bola dan glove softball, menjadikannya salah satu pemimpin di pasar peralatan softball di tanah air. penelitian kualitatif ini diharapkan dapat mengetahui apa saja dampak yang dilakukan oleh sponsor Jakarta Cheetahs After Hour Slow Pitch yaitu VS Athletics untuk para atletnya dalam menambahkan awareness atau kesadaran terhadap merek perusahaan. Serta bagaimana cara VS Athletics mengomunikasikan kepada atlet tentang perusahaan mereka. Pendekatan penelitian ini menggunakan pendekatan kualitatif dan metode penelitian yang dipergunakan adalah deskriptif kualitatif untuk menjelaskan seberapa efektifnya penggunaan strategi pemasaran sponsorship di dalam event olahraga Jakarta Cheetahs After Hour slow pitch softball terhadap dampak brand awarenessatlet VS Athletics. Hasil penelitian menunjukkan kalau diketahui efek dari kegiatan sponsor VS Athletics terhadap atlet yang bermain dan terpilih di tim VS Athletics selama berjalannya turnamen Jakarta Cheetahs After Hour Slowpitch Tournament yang implikasi sponsornya sangat positif terhadap brand awareness atletnya sehingga kegiatan sponsorship oleh VS Athletics telah berhasil membangun hubungan yang kuat dengan konsumen dan meningkatkan kesadaran merek di kalangan target audiens, meskipun strategi promosi di media sosial masih perlu dioptimalkan.

English Abstract

Since 2021, with the end of the COVID-19 lockdown, people in Jakarta began seeking new hobbies. Due to the availability of a softball field at Gelora Bung Karno, which is open to the public, Slow Pitch has started to create many communities for people to join. As Slow Pitch gained popularity, many tournaments were created across Indonesia. With its rapidly growing popularity, the commercial power of slow pitch softball can be seen as a strong brand, which can be utilized for effective marketing and promotional purposes. VS Athletics is a sports brand that has established its name in the world of softball in Indonesia. The brand’s main focus is on the production of softballs and softball gloves, making it one of the leading brands in the country's softball equipment market. This qualitative research aims to understand the impact of VS Athletics, as a sponsor of the Jakarta Cheetahs After Hour Slow Pitch event, on its athletes in terms of increasing brand awareness for the company. Additionally, it examines how VS Athletics communicates with athletes about its brand.The research approach is qualitative, utilizing descriptive qualitative methods to explain the effectiveness of sponsorship marketing strategies at the Jakarta Cheetahs After Hour slow pitch softball event in relation to the brand awareness of VS Athletics athletes. The research results indicate that the sponsorship activities of VS Athletics had a very positive impact on the brand awareness of athletes selected for the VS Athletics team during the Jakarta Cheetahs After Hour Slow Pitch Tournament. As a result, the sponsorship activities by VS Athletics successfully built strong relationships with consumers and increased brand awareness among the target audience, although social media promotional strategies still need to be optimized.

Item Type:	Thesis (Sarjana)
Identification Number:	052411
Uncontrolled Keywords:	Implikasi Sponsorship, brand awareness atlet, event olahraga slow pitch
Divisions:	Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi
Depositing User:	S Sucipto
Date Deposited:	07 Feb 2025 06:57
Last Modified:	07 Feb 2025 06:57
URI:	http://repository.ub.ac.id/id/eprint/236102

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