Analisis Penerapan VAR terhadap Citra dan Komunikasi Pemasaran Super League Indonesia Musim 2025/2026
(1) * Fandi Elvan Mail (Universitas Pamulang, Indonesia)
(2) Faisal Faisal Mail (Pamulang University, Indonesia)
(3) Ernanda Ashar Prabowo Mail (Pamulang University, Indonesia)
*corresponding author

Abstract


Penelitian ini menganalisis pengaruh penerapan VAR terhadap citra liga dan efektivitas komunikasi pemasaran Super League Indonesia Musim 2025/2026, serta menguji peran citra liga sebagai variabel mediasi dalam hubungan tersebut. Menggunakan pendekatan kualitatif deskriptif dengan metode analisis tematik, data dikumpulkan melalui observasi non-partisipatif, dokumentasi, dan wawancara mendalam semi-terstruktur bersama 12–15 informan kunci yang dipilih secara purposive sampling, meliputi operator liga PT LIB, ofisial klub, mitra sponsor, jurnalis olahraga, dan perwakilan suporter. Hasil penelitian menunjukkan tiga temuan utama. Pertama, penerapan VAR berhasil merekonstruksi citra kognitif liga ke arah yang lebih modern, transparan, dan profesional, sekaligus memitigasi stigma negatif "wasit mafia". Namun secara afektif, dampaknya bersifat dualistik karena jeda waktu peninjauan (delay) memicu penurunan kepuasan emosional penonton akibat terputusnya dinamika permainan. Kedua, dalam lanskap komunikasi pemasaran, jeda On Field Review justru berhasil dikomersialisasikan sebagai aset bernilai tinggi (peak viewership) bagi sponsor melalui penempatan L-Shape banner dan iklan split-screen, sekaligus meningkatkan engagement digital lewat konten edukasi pascapertandingan. Ketiga, citra liga terbukti bertindak sebagai variabel mediasi mutlak (complete mediator) yang menerjemahkan inovasi teknologi perwasitan menjadi nilai ekonomi, di mana korporasi dan investor baru menempatkan modal jangka panjang setelah reputasi dan kredibilitas kompetisi terbangun sesuai standar FIFA. Penelitian ini merekomendasikan pengelola kompetisi untuk meningkatkan transparansi visual di stadion dan memperkuat manajemen komunikasi krisis guna memitigasi sentimen negatif di media sosial.


Keywords


Video Assistant Referee (VAR); Citra Merek (Brand Image); Komunikasi Pemasaran; IMC; Super League Indonesia

   

DOI

https://doi.org/10.31604/jim.v10i3.2026.2023-2030 		      

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