ATRIBUT MEREK DALAM VIDEO AKUN TWITTER LIVERPOOL FC (@LFC)

Nazlan Syahputra, Universitas Negeri Yogyakarta
Dyna Herlina Suwarto, Universitas Negeri Yogyakarta

Abstract


ABSTRAK

Penelitian ini bertujuan untuk mengetahui atribut merek yang ditampilkan oleh klub sepak bola profesional (Liverpool FC) dalam video pada media sosial Twitter (@LFC). Media sosial menawarkan berbagai keuntungan bagi klub sepak bola profesional terutama dalam meningkatkan citra merek dan menjaga loyalitas fan. Penelitian ini menggunakan metode analisis isi kuantitatif dengan pendekatan deskriptif. Hasil penelitian ini adalah video pada Twitter Liverpool FC lebih didominasi oleh atribut merek non-produk (61%) daripada atribut merek produk (39%). Liverpool FC sangat menonjolkan dimensi Kesuksesan Tim (19,2%) dalam merekam momentum kejayaan mereka. Selain itu, Liverpool FC juga tidak melupakan Tanda Merek (16,4%) dengan senantiasa meletakkan logo dan warna merah pada konten video. Figur personal seperti Pemain Bintang (15,4% dengan 5 indikator) dan Pelatih Kepala (4% dengan 1 indikator) seringkali juga dilibatkan. Liverpool FC berfokus pada dimensi Citra Merek (14,6%). Video yang diunggah @LFC memberikan porsi yang cukup terhadap Fan (10,9%).

 

Kata kunci: sepak bola, media sosial, atribut merek, Liverpool FC

 

 

ABSTRACT

This study aims to determine the brand attributes displayed by professional football clubs (Liverpool FC) in videos on social media Twitter (@LFC). Social media offers various advantages for professional football clubs especially in enhancing brand image and maintaining fan loyalty. This research uses quantitative content analysis method with descriptive approach. This research’s coding sheet was based on the conceptualization of brand. The results of this study are the videos on Liverpool FC’s Twitter are more dominated by non-product brand attributes (61%) than product brand attributes (39%). Liverpool FC greatly emphasizes the dimension of Team Success (19.2%) in recording the momentum of their glory. In addition, Liverpool FC also did not forget the Brand Mark (16.4%) by always putting logos and red color in the video content. Personal figures such as Star Players (15.4% with 5 indicators) and Head Coaches (4% with 1 indicator) are often also involved. Liverpool FC focuses on the Brand Image dimension (14.6%). Videos uploaded @LFC provide a sufficient portion of Fan (10.9%).

 

Keywords: football, social media, brand attributes, Liverpool FC

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DOI: https://doi.org/10.21831/lektur.v3i1.16818

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Copyright (c) 2020 Nazlan Syahputra, Dyna Herlina Suwarto

 

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Lektur: Jurnal Ilmu Komunikasi is published by Universitas Negeri Yogyakarta, Jl. Colombo Yogyakarta No.1, Karang Malang, Caturtunggal, Kec. Depok, Kabupaten Sleman, Daerah Istimewa Yogyakarta, Indonesia 55281 and licensed under a Creative Commons Attribution-ShareAlike 4.0 International (CC BY-SA 4.0) license.

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