Research Article
How Social Media Used to Attract Participants in Sport Event? A Case Study of Kudus Futsal Championship’s Marketing Strategy
@INPROCEEDINGS{10.4108/eai.29-6-2022.2326116, author={Riska Ardiyanti and Billy Castyana and Mugiyo Hartono and Dwi Gansar Santi Wijayanti and Wahyu Ragil Kurniawan}, title={How Social Media Used to Attract Participants in Sport Event? A Case Study of Kudus Futsal Championship’s Marketing Strategy}, proceedings={Proceedings of the 6th International Seminar on Public Health and Education, ISPHE 2022, 29 June 2022, Semarang, Central Java, Indonesia}, publisher={EAI}, proceedings_a={ISPHE}, year={2023}, month={1}, keywords={sports management sport event sport marketing social media futsal}, doi={10.4108/eai.29-6-2022.2326116} }- Riska Ardiyanti
Billy Castyana
Mugiyo Hartono
Dwi Gansar Santi Wijayanti
Wahyu Ragil Kurniawan
Year: 2023
How Social Media Used to Attract Participants in Sport Event? A Case Study of Kudus Futsal Championship’s Marketing Strategy
ISPHE
EAI
DOI: 10.4108/eai.29-6-2022.2326116
Abstract
Social media is widely used as a marketing medium with various advantages. How big the advantages of social media as a marketing medium to attract participant in sport events needs to be studied more deeply. Moreover, the Kudus Futsal Championship, now has various reviews and feedback from the community. Through this research, the new sports event committee will be able to understand how important using social media to build their product image. This quantitative research using a survey method with a modified Likert Scale has variables such as communication of committee and social media users, communication between social media users, brand equity, and brand attitude. With the population from the Kudus Futsal Championship’s participants and using purposive sampling which has requirements such as being willing to be a respondent and participant who registers the team, there were 31 respondents who filled out the questionnaire. Result showed that social media had an effect of 52.1% on attracting community to join in sport events. This is caused by communication factor between the committee and community thorugh social media and brand attitude that focuses on how the community evaluates a brand. The research concluded that the committee must maximize social media as a communication tool to introduce their product, namely sport events. The committee must also create a good image of the sport event, including good reviews through social media.