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STRATEGI KAMPANYE DALAM MEMBANGUN CITRA KLUB MELALUI PROGRAM PSIM GOES TO SCHOOL
PSIM Jogja, as a club with a long history and the initiator of PSSI, often faces the challenge of a bad image due to the actions of unscrupulous supporters. Apart from being active in official competitions, PSIM Jogja also runs non-competition programs such as PSIM Goes To School, which aims to provide motivation and happiness to students in Yogyakarta. In recent years, PSIM Jogja has collaborated with the educational environment to build a positive image and strengthen relationships with the community. The theory used in this research is the campaign strategy put forward by Heryanto and Rumaru through positioning, branding and segmenting. The method used in this research is descriptive qualitative with data collection techniques using interview and documentation techniques. Meanwhile, checking the validity of the data was carried out using the triangulation method of data sources and experts. The results of this research show that the campaign strategy carried out by PSIM Jogja through the PSIM Goes To School program is very important in building the sustainability of a club. By implementing the campaign strategy, PSIM Jogja was able to build an image, increase fan participation in the community, and disseminate information related to the club.
FAKULTAS ILMU SOSIAL DAN HUMANIORA, UIN SUNAN KALIJAGA YOGYAKARTA
NIM.: 20107030042 Hangger Risang Rachmaputra
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