Safin Pati Football Academy Marketing Communication Strategy In Increasing The Quantity Of New Students Through Social Media Instagram

Abstract

This study aims to determine the marketing communication strategy of the Safin Pati Football Academy
in increasing the quantity of new students through Instagram social media. Due to limitations in
marketing due to the Covid-19 pandemic, Instagram social media is one of the alternative used in
carrying out marketing communication strategies. This research uses a qualitative approach with a
case study method. Data collection includes observations and interviews with involved parties. The
results of the study indicate that Safin Pati emphasizes the uniqueness of the marketing mix of product
on Instagram social media which includes the formation of student character. Marketing activities
implemented by Safin Pati will be more optimal if it can develop the quality of its human resources,
especially in the marketing sector.