How Social Media Used to Attract Participants in Sport Event? A Case Study of Kudus Futsal Championship’s Marketing Strategy

Abstract

Social media, nowadays, is widely used as a marketing medium with various advantages. However, how big the advantages of social media as a marketing medium to attract participant to join in sport events needs to be studied more deeply. Moreover, the Kudus Futsal Championship, a new sport event conducted for the second time, 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. Based on these results, it can be concluded that the committee must maximize social media as a communication tool to introduce their product, namely sport events. In addition, through social media as well, the committee must also create a good image of the sport event, including good reviews.