Peran Instagram @officialpersebaya dalam Membranding Pemain Sepak Bola Muda di Klub Persebaya Surabaya

Authors

  • Haryo Ontowiryo Wahyuadji Sekolah Tinggi Ilmu Komunikasi Almamater Wartawan Surabaya
  • Anita Agustina Wulandari Stikosa - AWS

DOI:

https://doi.org/10.37826/digicom.v4i4.834

Keywords:

Instagram, personal branding, young players, club image

Abstract

This research aims to find out the role of Instagram @officialpersebaya in comparing young football players at the Persebaya Surabaya Club, with a focus on applying the principles of Specialization, Difference, Appearance and Firmness by the Instagram account @officialpersebaya. This study analyzes how these accounts leverage various social media features to highlight young players' unique talents and potential, build a positive image, and strengthen fan engagement. The research method used involves observing the @officialpersebaya account which includes match highlights, training videos and player achievements in various competitions. This study also evaluates the use of Instagram features such as Stories, Reels, and Live in promoting and showcasing the development of young players. The research results show that a consistent and targeted personal branding strategy not only increases the visibility and reputation of young players but also strengthens the club's image as a developer of quality talent. The research results show that a consistent and targeted personal branding strategy not only increases the visibility and reputation of young players but also strengthen the club's image as a developer of quality talent. The @officialpersebaya account applies personal branding theory (relevance) so that in every content posted, be it photos, reels or insta stories, there is an effort to provide information that is relevant to the needs and interests of its followers.

References

Annur, C. M. (2024). Ini Media Sosial Paling Banyak Digunakan di Indonesia Awal 2024. Databoks. https://databoks.katadata.co.id/datapublish/2024/03/01/ini-media-sosial-paling-banyak-digunakan-di-indonesia-awal-2024

Arifin, A. (2010). Strategi Komunikasi. Armico Bandung.

Bachtiar, Y. (2022). Pengaruh Media Sosial Terhadap Citra ( Studi kasus Yayasan Putri Indonesia ). Studi Kasus, 1, 8.

Bungin, B. (2015). Metodologi Penelitian Kuantitatif: Komunikasi, Ekonomi, dan Kebijakan Publik Serta Ilmu-ilmu Sosial lainnya. Kencana Prenada Media Group.

Cangara Hafied. (2019). Pengantar ilmu komunikasi. Raja Grafindo Persada.

Feroza, C. S., & Misnawati, D. (2020). Penggunaan media sosial instagram pada pkun @yhoophii_official sebagai media komunikasi dengan pelanggan. Jurnal Inovasi Penelitian, 14(1), 32–41.

Firdaus, M. (2020). Peranan Media Sosial Instagram @IPM.KALSEL Dalam Membangun Citra Organisasi. EPrints Uniska, 2, 5–9.

McQuail. (2012). McQuail’s Mass Communication Theory. SAGE Publications, Ltd.

Miles, M. B., & Huberman, M. (2013). Analisis Data Kualitatif. Universitas Indonesia.

Moleong, L. (2017). Metode Penelitian Kualitatif, cetakan ke-36. Remaja Rosda Karya.

Mulyana, D. (2021). ILMU Komunikasi: Suatu Pengantar. Remaja Rosda Karya.

Nisrina, M. (2015). Bisnis Online Manfaat Media Sosial Dalam Meraup Uang. Kobis.

Rizaty, M. A. (2022). Survei: Sepak Bola Jadi Olahraga yang Paling Disukai Warga RI. Dataindonesia.Id. https://dataindonesia.id/olahraga/detail/survei-sepak-bola-jadi-olahraga-yang-paling-disukai-warga-ri

Rosiyana, D., & Setyaningrum, M. (2023). Analisis Peran Komunikasi Dalam Membentuk Citra Organisasi Islam Dalam Era Media Sosial. Jurnal Pendidikan Indonesia (JOUPI), 1(4).

Sucahya, M. (2017). Manajemen Media Digital. Jurnal Tarbawi, 3(1), 43–58.

Sugiharti, R. (2014). Perkembangan Masyarakat Informasi & Teori Sosial Kontemporer. Kencana.

Sugiyono. (2022). Metode Penelitian Kuantitatif dan Kualitatif. Alfabeta.

Suryanto. (2015). Pengantar Ilmu Komunikasi. Pengantar Ilmu Komunikasi.

Sutisna. (2018). Perilaku Konsumen dan Komunikasi Pemasaran. Bandung. Remaja Rosda Karya.

Published

2024-10-31