Respon Bobotoh terhadap Brand Activation Perkenalan Pemain Baru Persib Bandung Musim 2025/2026
DOI:
https://doi.org/10.29313/bcscm.v6i2.25310Keywords:
Brand Activation, Komunikasi Pemasaran Olahraga, BobotohAbstract
Abstract. This study describes Bobotoh responses to Persib Bandung's brand activation in introducing new players for the 2025/2026 season. The activity used a combination of digital, conventional, and public-space media, including Instagram, newspapers, videotrons, radio, cinema screens, mobile videotrons, and flower boards. The study is positioned within marketing communication and the Stimulus-Organism-Response framework, with brand activation understood as a communication stimulus that creates audience experience. This research uses a qualitative method with a descriptive qualitative approach. Data were collected through retrospective observation of communication materials, in-depth interviews with four Bobotoh and one key informant, and documentation of player-introduction content and audience responses. The data were analyzed through data condensation, data display, and conclusion drawing. The findings show positive responses in three dimensions. Cognitively, the activation attracted attention, increased awareness, and strengthened Bobotoh's understanding of new players and Persib Bandung as a creative and innovative club. Affectively, the activity generated enthusiasm, pride, admiration, nostalgia, curiosity, and emotional closeness. Conatively, it encouraged information seeking, discussion, content sharing, and direct actions such as purchasing newspapers used as activation media. The study concludes that Persib Bandung's player-introduction activation functioned not only as information delivery, but also as an experiential marketing communication strategy.
Abstrak. Penelitian ini mendeskripsikan respon Bobotoh terhadap aktivitas Brand Activation Persib Bandung dalam perkenalan pemain baru musim 2025/2026. Aktivitas tersebut menggunakan kombinasi media digital, media konvensional, dan ruang publik, seperti Instagram, koran, videotron, radio, bioskop, mobitron, serta karangan bunga. Penelitian ini ditempatkan dalam kajian komunikasi pemasaran dengan kerangka Stimulus-Organism-Response, sehingga Brand Activation dipahami sebagai stimulus komunikasi yang membentuk pengalaman audiens. Metode yang digunakan adalah kualitatif dengan pendekatan deskriptif kualitatif. Data dikumpulkan melalui observasi retrospektif terhadap materi komunikasi, wawancara mendalam dengan empat Bobotoh dan satu informan kunci, serta dokumentasi konten perkenalan pemain dan respon audiens. Analisis data dilakukan melalui kondensasi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan respon positif pada tiga aspek. Secara kognitif, aktivitas tersebut menarik perhatian, meningkatkan kesadaran, dan memperkuat pemahaman Bobotoh terhadap pemain baru serta citra Persib sebagai klub kreatif dan inovatif. Secara afektif, aktivitas tersebut membangkitkan antusiasme, kebanggaan, kekaguman, nostalgia, rasa penasaran, dan kedekatan emosional. Secara konatif, aktivitas tersebut mendorong pencarian informasi, diskusi, pembagian konten, serta tindakan nyata seperti membeli koran yang digunakan sebagai media aktivasi. Penelitian menyimpulkan bahwa Brand Activation Persib tidak hanya berfungsi sebagai penyampai informasi, tetapi juga sebagai strategi komunikasi pemasaran berbasis pengalaman.
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