Sport Branding: Analisis Isi Instagram Klub Sepakbola Chelsea

Ricky Ciputra(1*), Lady Joanne Tjahyana(2), Felicia Goenawan(3),


(1) Ilmu Komunikasi Universitas Kristen Petra
(2) Ilmu Komunikasi Universitas Kristen Petra
(3) Ilmu Komunikasi Universitas Kristen Petra
(*) Corresponding Author

Abstract


Penelitian ini dilakukan untuk melihat gambaran umum sport branding yang dilakukan oleh Chelsea FC di Instagram. Media instagram dipakai oleh klub sebagai saluran untuk melakukan komunikasi pemasaran. Unggahan yang digunakan dalam penelitian ini adalah unggahan yang dibagikan pada Januari – Maret 2021. Metode yang digunakan adalah analisis isi kuantitatif. Hasil dari penelitian ini ditemukan bahwa Chelsea FC sebagai pengirim membagikan unggahan di Instagram secara rutin untuk memperkuat brand awareness. Sekaligus juga menekankan asosiasi pesan terbanyak pada kategori product-related berupa star player(s) dan team success. Sedangkan pada asosiasi non-product-related ditemukan bahwa event’s image menjadi kategori terbanyak. Dalam memperlakukan pesannya di media Instagram, Chelsea FC membagikannya dalam bentuk image atau gambar berupa single post. Chelsea FC juga menggunakan fitur tagar, personal tag, geo tag dan shopping tag. Strategi media sosial pemasaran yang digunakan adalah content social strategy.


Keywords


Marketing Public Relations, Sport Branding, Sport Communication, Instagram, Marketing Communication

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