MARKETING STRATEGY AND CLUB EXISTENCE: EVIDENCE FROM PERDAPA VOLLEYBALL CLUB IN CIREBON CITY

Abstract

This study aimed to analyse the marketing practices of the PERDAPA Volleyball Club in Cirebon City in maintaining its existence, including the use of digital media, the role of matches and championships, stakeholder relationships, and supporting and inhibiting factors. A descriptive qualitative approach with a postpositivist paradigm was employed. The study was conducted at the PERDAPA Volleyball Club in Kesambi District, Cirebon City, West Java, from January to August 2026. Six informants were selected through purposive sampling, with snowball sampling used when necessary, consisting of two coaches, two athletes, the General Secretary, and the General Chairperson. Data were collected through structured interviews, direct observation, and documentation of activity archives, photographs, and social media content. Data credibility was examined through triangulation of techniques, and the data were analysed using Miles and Huberman's interactive model through data reduction, data display, and conclusion drawing and verification. The findings showed that PERDAPA had not implemented a formal, structured, and commercially oriented marketing strategy. Club recognition was mainly supported by coaches, recommendations, sports networks, athlete achievements, participation in championships, club history, alumni, and institutional relationships. Digital media was used for information and publication but remained limited and inconsistent. Matches and championships provided opportunities for visibility and interaction within the volleyball environment, while relationships with Perumda Pasar, the Cirebon City Government, PBVSI, coaches, athletes, alumni, and schools formed part of the club's organisational context. Supporting factors included the club's history, achievements, coaches, alumni, networks, institutional relationships, and championship participation, while constraints included limited funding, management changes, limited digital publication facilities, athlete mobility, and changes in the market-trader environment. Overall, the findings indicate that marketing-related activities form one component of the broader organisational and social context associated with the continued existence of PERDAPA, rather than a single determining factor.