Strategi Pemasaran Komunitas Olahraga Nirlaba Berbasis Actor-Resource-Activity: Studi Multi-Kasus Softball di Surabaya

Tualeka AC, Halimatus Sa'diyah (2026) Strategi Pemasaran Komunitas Olahraga Nirlaba Berbasis Actor-Resource-Activity: Studi Multi-Kasus Softball di Surabaya. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Komunitas olahraga nirlaba berperan penting dalam meningkatkan partisipasi olahraga niche seperti softball yang menghadapi keterbatasan eksposur media dan sumber daya. Penelitian ini bertujuan menganalisis strategi pemasaran komunitas softball nirlaba di Surabaya, mengidentifikasi pola hubungan Actor–Resource–Activity (ARA) yang membentuk keberlanjutan komunitas, serta merumuskan rekomendasi strategi pemasaran berbasis ARA yang kontekstual. Penelitian menggunakan pendekatan kualitatif eksploratif dengan desain studi multi-kasus yang melibatkan enam organisasi softball nirlaba di Surabaya (empat klub formal dan dua komunitas nonformal). Data dikumpulkan melalui wawancara semi-terstruktur dengan 24 informan dari lima kategori aktor (pengelola organisasi, pelaku inti olahraga, media komunikasi, komunitas pendukung, dan mitra bisnis), observasi non-partisipatif, serta analisis dokumentasi digital. Analisis dilakukan menggunakan perangkat lunak NVivo melalui tahapan open coding, axial coding, dan selective coding, dengan validasi melalui triangulasi sumber dan teknik. Hasil penelitian menunjukkan bahwa strategi pemasaran komunitas bersifat digerakkan oleh komunitas, relasional, dan berbasis partisipasi. Aktivitas offline (sosialisasi sekolah, event, latihan) terbukti lebih efektif dibandingkan promosi digital dalam membangun pemahaman dan rekrutmen anggota. Pengurus berperan sebagai aktor dominan, relasi sosial berfungsi sebagai sumber daya pemampu utama yang membuka akses fasilitas dan kolaborasi, sedangkan media sosial berperan sebagai sumber daya pendukung untuk memperkuat visibilitas. Penelitian ini mengidentifikasi mekanisme self-reinforcing sustainability feedback loop, yaitu siklus di mana aktivitas komunitas menghasilkan kesadaran dan partisipasi yang memperkuat kepercayaan, dukungan, dan sumber daya komunitas secara berkelanjutan. Temuan ini memperluas penerapan kerangka ARA dari konteks olahraga profesional ke komunitas olahraga niche nirlaba berbasis relasi dan partisipasi di Indonesia.
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Nonprofit sports communities play an important role in promoting participation in niche sports such as softball, which often face limited media exposure and resource constraints. This study aims to analyze the marketing strategies employed by nonprofit softball communities in Surabaya, identify the Actor–Resource–Activity (ARA) relationship patterns that contribute to community sustainability, and formulate contextual ARA-based marketing strategy recommendations. This study adopts an exploratory qualitative approach using a multiple-case study design involving six nonprofit softball organizations in Surabaya, consisting of four formal clubs and two informal communities. Data were collected through semi-structured interviews with 24 informants representing five actor categories: organizational managers, core sport participants, communication and media personnel, supporting communities, and community partners. Additional data were obtained through non-participant observation and document analysis. Data were analyzed using NVivo software through open coding, axial coding, and selective coding procedures, with validity ensured through source and methodological triangulation. The findings reveal that community marketing strategies are community-driven, relational, and participation-based. Offline activities, including school outreach programs, events, and training sessions, were found to be more effective than digital promotion in fostering public understanding and recruiting new members. Organizational managers emerged as the dominant actors, while social relationships emerged as the primary enabling resource by providing access to facilities and collaborative opportunities. Social media functioned as a supporting communication resource. Furthermore, this study identifies a self-reinforcing sustainability feedback loop, whereby community activities generate awareness and participation, which subsequently strengthen trust, social support, and organizational resources, thereby enabling future community activities. These findings extend the application of the ARA framework from professional sports settings to nonprofit niche sport communities characterized by relational and participation-based dynamics in the Indonesian context.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Actor–Resource–Activity (ARA), pemasaran olahraga, komunitas olahraga nirlaba, softball, keberlanjutan, olahraga niche, sport marketing, nonprofit sports community, Softball, sustainability, niche sport
Subjects:	H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of products
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Halimatus Sa'diyah Tualeka Ac
Date Deposited:	22 Jul 2026 01:16
Last Modified:	22 Jul 2026 01:17
URI:	http://repository.its.ac.id/id/eprint/135864

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