Pengaruh sponsorship dan peran mediasi pemasaran media sosial dalam pengembangan komunitas slowpitch softball
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Abstract
This study aims to examine the role of sponsorship in supporting community development in the slowpitch softball community at GBK Senayan, Jakarta, with social media marketing as a mediating variable. Using a quantitative method with a causal approach, data were collected through a questionnaire from 186 active community participants, including members, coaches, and administrators. The analysis technique employed Partial Least Squares-Structural Equation Modeling (PLS-SEM) using SmartPLS software. The findings indicate that sponsorship has a significant positive influence on social media marketing, and both sponsorship and social media marketing have significant effects on community development. Moreover, social media marketing effectively mediates the relationship between sponsorship and community development. These results highlight that the impact of sponsorship is not limited to financial support or brand visibility, but is strengthened when supported by strategic digital activation. Social media marketing serves not only as a communication channel, but also as a bridge that enhances engagement and collaboration between sponsors and the community. The study provides theoretical insights into sponsorship effectiveness in non-professional sports communities and offers practical recommendations for digital-based collaboration among stakeholders to build a sustainable and participatory sports ecosystem.
Penelitian ini bertujuan untuk mengkaji peran sponsorship dalam mendukung pengembangan komunitas olahraga slowpitch softball di kawasan GBK Senayan, Jakarta, dengan pemasaran media sosial sebagai variabel mediasi. Penelitian ini menggunakan metode kuantitatif dengan pendekatan kausalitas. Data dikumpulkan melalui kuesioner yang disebarkan kepada 186 partisipan aktif komunitas, terdiri dari anggota, pelatih, dan pengurus. Teknik analisis yang digunakan adalah Partial Least Squares-Structural Equation Modeling (PLS-SEM) dengan bantuan perangkat lunak SmartPLS. Hasil penelitian menunjukkan bahwa sponsorship berpengaruh positif signifikan terhadap pemasaran media sosial, dan baik sponsorship maupun pemasaran media sosial berpengaruh signifikan terhadap pengembangan komunitas. Selain itu, pemasaran media sosial terbukti secara efektif memediasi hubungan antara sponsorship dengan pengembangan komunitas. Temuan ini menunjukkan bahwa pengaruh sponsorship tidak hanya terbatas pada dukungan dana atau visibilitas merek, tetapi menjadi lebih kuat ketika diaktifkan melalui strategi digital yang terstruktur. Pemasaran media sosial tidak hanya berfungsi sebagai saluran komunikasi, tetapi juga sebagai jembatan yang memperkuat keterlibatan dan kolaborasi antara sponsor dengan komunitas. Penelitian ini memberikan kontribusi teoritis mengenai efektivitas sponsorship dalam komunitas olahraga non-profesional dan rekomendasi praktis bagi pemangku kepentingan untuk membangun ekosistem olahraga berbasis digital yang berkelanjutan dan partisipatif.
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