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"Industri sepak bola global diprediksi tumbuh di masa yang akan datang. Meskipun menjanjikan, bisnis tim sepak bola terbukti tidak selalu menguntungkan. Profesionalisasi industri olahraga mendorong transformasi manajemen tim sepak bola menjadi entitas bisnis dengan fokus keuntungan dan keberlanjutan. Penelitian ini menganalisis komponen brand love yang terdiri dari enam aspek kunci, yaitu passion, emotional attachment, intrinsic rewards, brand connection, high quality, dan thinking. Peneliti melakukan penelitian kausal kuantitatif dengan menggunakan metode partial least squares (PLS) pada 501 partisipan melalui kuesioner online. Hasil penelitian menunjukkan bahwa brand love secara signifikan memengaruhi loyalty, word of mouth, dan willingness to pay dalam pembelian tiket serta merchandise. Lebih lanjut, relationship length memiliki dampak positif dalam memoderasi antara brand love dan loyalty, sementara tidak berpengaruh secara signifikan pada moderasi antara brand love dan word of mouth serta willingness to pay. Penelitian ini mengimplikasikan bahwa manajer pemasaran tim sepak bola perlu secara proaktif menciptakan merek yang membangkitkan sisi emosional penggemar, mengembangkan identitas merek, serta memahami bahwa pembelian tiket dan merchandise menjadi upaya memperkuat hubungan tim dengan penggemar guna membentuk ikatan kuat antara tim dan penggemarnya.

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The global football industry is predicted to grow in the future. Despite its promise, football team businesses have proven not always profitable. Professionalization in the sports industry drives the transformation of football team management into a business entity with a focus on profit and sustainability. This research analyzes the components of brand love, consisting of six key aspects: passion, emotional attachment, intrinsic rewards, brand connection, high quality, and thinking. The researchers conducted quantitative causal research using the partial least squares (PLS) method with 501 participants through an online questionnaire. The results indicate that brand love significantly influences loyalty, word of mouth, and willingness to pay in the purchase of tickets and merchandise. Furthermore, relationship length positively moderates the relationship between brand love and loyalty, while it does not significantly affect the moderation between brand love and word of mouth or willingness to pay. This study implies that football team marketing managers need to proactively create brands that evoke emotional connections with fans, develop brand identity, and understand that ticket and merchandise purchases are efforts to strengthen the team's relationship with fans to form a strong bond between the team and its supporters."

"Tulisan ini menjabarkan mengenai praktik humas di dalam institusi olahraga, khususnya di era digital dengan segala potensinya untuk dapat terhubung dengan publik secara luas. Di dalam dunia olahraga, humas mempunyai banyak fungsi penting, antara lain untuk membantu kelangsungan bisnis, mempromosikan nilai-nilai klub kepada masyarakat luas, serta menangani kasus personal yang dihadapi atlet untuk mengembalikan kepercayaan dari penggemar. Keberadaan media sosial yang memudahkan terjadinya interaksi dengan para penggemar, menjadi potensi yang dimanfaatkan oleh institusi olahraga. Berdasarkan pengamatan, klub-klub Indonesia saat ini hanya menggunakan satu kanal media saja, dan pengelolaannya masih kurang baik. Artikel ini memberi rekomendasi agar institusi olahraga di Indonesia merencanakan kegiatan humasnya berbasis konsep Cultural-Relevant Public Relation

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This paper gave a study on public relation practice in sport institution, especially in this digital era with all of its potential to be connected with public in general. In the world of sport, public relations has many important functions, such as to keep the sport business itself alive, to

promote the clubs values to the public, and help the athletes handle their personal issues, to regain trust from fans. The existence of social media, which makes it easier to interact with fans, is a potential that should be used by sports institutions for their advantage. Based on observation, Indonesian sports clubs today only use one media platform. This article gives

recommmendations for sports institutions in Indonesia to planned their public relation activity based on the concept of Cultural-Relevant Public Relation"

"Penelitian ini ingin mengkaji peranan tagar dan akun dalam menggiring viral marketing pada media sosial. Apakah tagar yang digerakkan akun bisa menciptakan viralitas pada suatu kampanye pemasaran di platform digital. Untuk menguji itu, akan dibandingkan juga dengan perbincangan tanpa tagar atau melalui kata kunci organik terkait kampanye pemasaran yang sama. Teori yang dipergunakan adalah Keterikatan Preferensial atau Preferential Attachment (PA), yakni sebuah model untuk menjelaskan pola jaringan sosial dalam suatu perbincangan atau percakapan isu yang berjumlah besar serta melihat akun dominan dari perbincangan tersebut. Kasus yang diteliti adalah pemasaran digital ajang PON Papua dengan tagar #TorangBisa vs kata kunci organik terkait PON Papua. Metode yang dipakai adalah Analisis Jaringan Sosial (Social Network Analysis/SNA). Hasil penelitian ini ingin mengungkap jaringan perbincangan pada pemasaran digital #TorangBisa dibandingkan dengan jaringan perbincangan melalui kata kunci bebas organik terkait PON Papua serta mengungkap apakah ada akun utama (influencer) yang memiliki pengaruh terhadap akun lainnya dalam menggerakkan viralitas tersebut. Sehingga, penelitian ini memberikan gambaran lebih menyeluruh dalam keberhasilan dari pemasaran digital yang dilakukan PON Papua atau justru yang terjadi lebih didominasi percakapan di luar dari kampanye pemasaran yang dilakukan penyelenggara PON Papua.

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This research wants to examine the role of hashtags and accounts in driving viral marketing on social media. Can account driven hashtags create virality in a marketing campaign on a digital platform. To test this, we will also compare conversations without hashtags or through organic keywords related to the same marketing campaign. The theory used is Preferential Attachment (PA), which is a model to explain social network patterns in a large number of conversations or issues and see the dominant account of the conversation. The case studied is digital marketing for the Papua PON event with the hashtag #Torang Bisa vs organic keywords related to the Papua PON. The method used is Social Network Analysis (SNA). The results of this study want to reveal the conversation network in digital marketing #Torang Bisa compared to the discussion network through organic free keywords related to PON Papua and reveal whether there are main accounts (influencers) that have influence on other accounts in driving this virality. Thus, this research provides a more comprehensive picture of the success of digital marketing carried out by PON Papua or precisely what is happening is more dominated by conversations outside of marketing campaigns carried out by PON Papua organizers."

"Sports marketing is not only a global phenomenon, but also a major industry in its own right. This book breaks new ground in that it combines the theory and the practice of sports marketing agreements, which are at the heart of the commercialisation and marketing of sport. A particular feature of this book is the wide-ranging collection of precedents of sports marketing agreements, including, inter alia, sponsorship, merchandising, TV rights and new media, sports image rights and endorsements, event management and corporate hospitality, that are included and are explained and commented on in the text of the book. The book also covers the EU aspects, which are particularly important in this context, especially collective selling, of Sports TV rights and the drafting of the corresponding agreements; as well as the fiscal aspects of sports marketing agreements in general and sports image rights agreements in particular, which need to be taken into account in order to reduce the tax burden on the resulting revenues. With so much money at stake in sports marketing, the book also deals with the important topic of dispute resolution and, again, provides the reader with some useful corresponding clauses for settling disputes by ADR, particularly through the Court of Arbitration for Sport (CAS). As the author remarks in his Preface, the aim of the book is to provide a leading resource for all those engaged in any way in the money-spinning field of sports marketing, combining - as this book uniquely does - both the theory and the practice of drafting, interpreting and enforcing a variety of sports marketing agreements, especially those with an international dimension."

"Skripsi ini menggunakan kesempatan Indonesia menjadi tuan rumah 18th Asian Games 2018mendatang, sebagai studi kasus tentang bagaimana penyelenggaraan sport mega-eventmeningkatkan nation branding sebuah negara. Skripsi ini juga memaparkan strategipemanfaatan media sosial 18th Asian Games 2018 pada periode Agustus ndash; Oktober 2017dalam mengomunikasikan nation branding Indonesia. Penelitian dilakukan dengan metodekualitatif dengan melakukan studi deskriptif dan paradigma konstruktivisme pada objekpenelitiannya.Hasil penelitian menunjukkan bahwa penyelenggaraan, administrasi,ekonomi, dan prestasi merupakan indikator utama dalam sebuah penyelenggaraan sportmega-event yang membentuk nation branding negara penyelenggaranya. Hasil penelitianjuga menemukan bahwa dengan cakupan wilayah khalayak sasaran yang begitu luas, mediasosial merupakan media yang efektif membentuk nation branding melalui penyelenggaraansport mega-event apabila melalui tahapan manajemen strategis dalam branding, yaitupenentuan dan implementasi identitas.

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This thesis uses Indonesia rsquo s opportunity as the host country for the upcoming 18th AsianGames 2018 as a case study on how a sport mega event can shape and escalate nationbranding of a country. In a connection with social media marketing as concept, this thesis isalso explains the social media marketing strategy of 18th Asian Games 2018 in the period ofAugust ndash October 2017 in order to communicate nation branding of Indonesia through the18th Asian Games Jakarta Palembang 2018. This thesis conducted under qualitative approachwith descriptive study and constructivist paradigm to the object of research.

The finding of this thesis shows that management of the event, sport achievement, administrative, andeconomic are the main indicators in a sport mega event that shaped nation branding of thehost country. Besides, the finding also shows that social media is the best media to shapenation branding through a sport mega event which targeting audience from varieddemographical backgrounds."

"Proporsi terbesar pada Global Sponsorship Spending tahun 2015 terletak pada sponsorship pada bidang olahraga. Sepak bola merupakan olahraga yang paling banyak menyerap dana sponsorship di Eropa. Sponsorship pada sepak bola Eropa dikuasai oleh lima liga terbesar Eropa (Big Five Leagues) yaitu Liga Primer Inggris, Liga BBVA Spanyol, Liga Italia Serie A, Bundesliga Jerman, dan Ligue 1 Perancis. Penelitian ini menguji Team Attachment, Perceived Fit, Perceived Sincerity, dan Social Media Consumption penggemar sepak bola di Indonesia terhadap Attitude toward Sponsor dan Purchae Intention produk sponsor klub-klub liga tersebut. Olah data penelitian ini menggunakan metode PLS-SEM. Hasilnya, Team Attachment memiliki pengaruh positif terhadap Perceived Sincerity yang berujung pada pengaruh positif pada Attitude toward Sponsor dan Purchase Intention. Perceived Fit juga memiliki pengaruh positif terhadap Purchase Intention. Sedangkan Social Media Consumption tidak memiliki pengaruh positif terhadap Purchase Intention.

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The biggest proportion in Global Sponsorship Spending 2015 is on the Sport Sponsorship. Football is kind of sport which absorb the most sponsorship money in Europe. Sponsorship in European Football is dominated by English Premier League, Spain?s Liga BBVA, Italy?s Serie A, Bundesliga Germany, and France's Ligue 1. This research examines the impact of Team Attachment, Perceived Fit, Perceived Sincerity, and Social Media Consumption of Indonesian football fans to Attitude toward Sponsor and Purchase Intention toward sponsor products. The research data is run by PLS-SEM. The results show that Team Attachment has positive impact on Perceived Sincerity which in the end also has a positive impact on Attitude toward Sponsor and Purchase Intention. Perceived Fit also has positive impact on Purchase Intention. In other way, Social Media Consumption doesn?t have positive impact on Purchase Intention."