Analisis Brand Engagement Persija Pada Komunitas The Jakmania Wilayah Jelambar Melalui WhatsApp Group

Ramdhani, Gandha (2025) Analisis Brand Engagement Persija Pada Komunitas The Jakmania Wilayah Jelambar Melalui WhatsApp Group. Tugas Akhir (S1) - thesis, Universitas Bakrie.

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Abstract

This study aims to analyze the brand engagement of Persija Jakarta through The Jakmania Jelambar Regional Coordinator community by utilizing WhatsApp Group as a digital communication medium. A qualitative case study approach was employed through in-depth interviews, participatory observation, and digital documentation. Data analysis referred to the Pyramid of Brand Engagement theory (Keller & Swaminathan, 2020), which classifies engagement into three levels: not very engaged, moderately engaged, and highly engaged. The findings reveal that communication patterns and services provided by the community leaders significantly influence members’ engagement levels; passive members remain connected through information, moderately engaged members participate in discussions and activities, while highly engaged members demonstrate strong emotional loyalty and integrate Persija as part of their identity. The results highlight that fast, consistent, and responsive communication strengthens loyalty and a sense of belonging, proving that WhatsApp Group is effective not only as an information channel but also as a strategic medium for building long-term brand engagement.

Item Type:	Thesis (Tugas Akhir (S1) - )
Uncontrolled Keywords:	Brand Engagement, Persija, WhatsApp Group
Subjects:	Communication Science Communication Science > Cultural Studies Communication Science > Marketing Communications Thesis > Thesis (S1)
Divisions:	Fakultas Ekonomi dan Ilmu Sosial > Program Studi Ilmu Komunikasi
Depositing User:	Gandha Ramdhani
Date Deposited:	10 Sep 2025 01:50
Last Modified:	10 Sep 2025 01:50
URI:	https://repository.bakrie.ac.id/id/eprint/12267

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