THE USE OF COMPETITION AS A COMMUNICATION - Profetik Jurnal Komunikasi
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
The Use Competition As A Communication Strategy To Increase Engagement as a Form of Brand
Awareness about Local Skateboarding Shoes in Jabodetabek Area)
Submitted: 11 November 2019, Accepted: 29 Mei 2020
Profetik Jurnal Komunikasi
ISSN: 1979-2522 (print), ISSN:2549-0168 (online)
DOI: https://doi.org/10.14421/pjk.v13i1.1759
THE USE OF COMPETITION AS A COMMUNICATION
STRATEGY (To Increase Engagement as a Form of Brand
Awareness about Local Skateboarding Shoes in
Jabodetabek Area)
PENGGUNAAN KOMPETISI SEBAGAI STRATEGI
KOMUNIKASI (Guna Meningkatkan Engagement sebagai
Bentuk dari Brand Awareness Sepatu Skateboard di Jabodetabek)
Anindita Alifiani Prianto1, Florenzia Shafira Esmeralda R.2,
Alexander Mamby Aruan3
1,2,3
Department of Public Relations London School of Public Relations Jakarta
aninditalfn@yahoo.com, florenzia.se@gmail.com, alexander.ma@lspr.edu
Abstract. The rapid development of skateboarding in Indonesia serves as a business opportunity for
local entrepreneurs. Although the skateboard market in Indonesia is classified as a segmented
market, but it is still a promising business. Local skateboarding shoes brand developed quite rapidly
along with the development of skateboarding sports in Indonesia, this is portrayed by the high level
of enthusiasm by the society who starting to play skateboard, the high amount of local skateboarding
communities appears in Jabodetabek area and plentiful skateboarding events and competitions. The
result of this research shows that there has been a lot of skateboarding competition in Indonesia
which has been used as a communication strategy. Competitions are considered good and effective
for local skateboarding shoes brand to increase engagement as a form of brand awareness, because
they can take part either as the supporting element or as the skateboarding competition organizer.
Besides, it also can bring a positive impression to the brands itself. In addition, the competitions
held offline needs to be supported by online activities and the source includes education elements.
Berlo’s Communication Model (SMCR) explains that when using a competition, it needs to be based
on the communication skills, the understanding of social and cultural systems of the source and the
receiver to the message that can be felt by the human five senses which will increase the success of
delivering messages from the source to the receiver. The methodology of this research is qualitative
and the instrument used to collect data involves interviews.
Keywords: Competition, Strategy, Engagement, Brand Awareness, Skateboard
Abstrak. Pesatnya perkembangan skateboard di Indonesia menjadi peluang bisnis bagi para
pengusaha lokal. Meskipun pasar skateboard di Indonesia tergolong sebagai pasar yang
tersegmentasi, namun bisnis pada industri ini tetap menjanjikan. Merek sepatu skateboard lokal
berkembang cukup pesat seiring dengan perkembangan olahraga skateboard di Indonesia, hal ini
dapat dilihat dari tingginya antusiasme masyarakat yang mulai bermain skateboard, jumlah
komunitas skateboard lokal yang bermunculan di daerah Jabodetabek, hingga banyaknya acara dan
kompetisi bertajuk skateboard. Hasil penelitian ini menunjukkan bahwa terdapat banyak kompetisi
skateboard di Indonesia yang telah digunakan sebagai strategi komunikasi. Kompetisi dianggap baik
dan efektif bagi para merek sepatu skateboard lokal untuk meningkatkan keterlibatan masyarakat
sebagai bentuk kesadaran merek, karena mereka dapat berperan sebagai elemen pendukung atau
penyelenggara kompetisi skateboard. Kompetisi juga dapat memberikan kesan positif bagi merek
itu sendiri. Selain itu, kompetisi yang diadakan secara offline perlu didukung oleh aktivitas online
dan mencakup unsur edukasi. Model Komunikasi Berlo (SMCR) menjelaskan bahwa ketika
menggunakan sebuah kompetisi, perlu didasarkan pada keterampilan komunikasi, pemahaman
csistem sosial dan budaya dari sumber dan penerima pesan yang kemudian dapat dirasakan oleh
panca indera manusia untuk meningkatkan keberhasilan penyampaian pesan dari sumber ke
Vol.13/No.1 / APRIL 2020 - Profetik Jurnal
Komunikasi 25The Use Competition As A Communication Strategy To Increase Engagement as a Form of Brand
Awareness about Local Skateboarding Shoes in Jabodetabek Area)
Submitted: 11 November 2019, Accepted: 29 Mei 2020
Profetik Jurnal Komunikasi
ISSN: 1979-2522 (print), ISSN:2549-0168 (online)
DOI: https://doi.org/10.14421/pjk.v13i1.1759
penerima. Metode penelitian ini adalah kualitatif dan instrumen yang digunakan untuk
mengumpulkan data adalah wawancara.
Kata Kunci: Kompetisi, Strategi, Keterlibatan, Kesadaran Merek, Skateboard
INTRODUCTION Agency (BPS) in 2016 which stated
Indonesia is a country that is that the Gross Domestic Product
rich in potential, especially in human (PDB) generated by the creative
resources, where many Indonesian economy industry in Indonesia
people have creative ideas, so they experienced a 7.44% increase from
can create products with new Rp. 852 trillion in 2015 to Rp. 922.58
innovations. This innovation can be trillion (Lestarini, 2018). From
seen from the emergence of various around 8.2 million creative economy
brands produced domestically. The ventures, there are three main sub-
brand is divided based on two main sectors that advance the creative
dimensions, namely origin and economy, namely culinary, fashion
ownership. The brand is also and crafts.
categorized into four types, namely:
1) Original local brand, includes Figure 1. Three main subsectors in
brands originating from local PDB Creative Economy
countries and owned by local people
or companies; 2) Quasi local brands,
brands originating from local
countries, but owned by foreign
people or companies; 3) Acquired 100%
local brands, brands originating from 90%
other countries, but owned by several 80%
local people or companies and; 4) 70%
Foreign branding, brands originating 60%
Culinary
from abroad and owned by foreign 50%
people or companies (Kussudyarsana, 40% Fashion
2016). The development of the local 30% Crafts
brand referred in this research is a 20%
brand with a category of Original 10%
local brands, namely brands that are 0%
indeed originated from Indonesia and Three main sub-
are owned by individuals and sectors in PDB
Creative Economy
domestic agencies.
Local brands as the part of
creative economy are believed to
become an alternative sector that Source: Rachman, 2018
encourages national economic
growth. This is consistent with the From the figure above, it
results of a survey conducted by appears that the culinary sub-sector is
Creative Economy Agency the biggest contributor to the PDB
(BEKRAF) with the Central Statistics Creative Economy of 41.4% or as
much as Rp. 382 trillion, followed by
Vol.13/No.1 / APRIL 2020 - Profetik Jurnal 26
KomunikasiThe Use Competition As A Communication Strategy To Increase Engagement as a Form of Brand
Awareness about Local Skateboarding Shoes in Jabodetabek Area)
Submitted: 11 November 2019, Accepted: 29 Mei 2020
Profetik Jurnal Komunikasi
ISSN: 1979-2522 (print), ISSN:2549-0168 (online)
DOI: https://doi.org/10.14421/pjk.v13i1.1759
the fashion and crafts sub-sectors, footwear industry in the international
each at 18% (Rp. 166 trillion) and market reached 4.4%. Based on Trade
15.4% (Rp. 142 trillion) (Rachman, Map data, the export growth was
2018). The fashion industry as a part positive from USD 4.85 billion in
of the main sub-sectors of the creative 2015, up 3.3% to USD 5.01 billion in
economy in Indonesia is becoming a 2016 (Mrt, 2017). Sport shoes as a
promising business with huge returns part of footwear industry have
for its business people. There are four different functions based on the sport
fashion categories that can become arena which are divided into five
business opportunities in Indonesia, types, namely athletic shoes, closed
namely the Muslim fashion business, field sports, open field sports, special
fashion sport, t-shirts, and children's sports (golf, dancing, cycling,
clothing (Rahayu, 2017). Out of all extreme sports) and nature sports
fashion categories mentioned, fashion (hunting, climbing, fishing)
sport has developed quite rapidly both (Rudystina, 2017). This is also
in the national and international supported by Purnama & Adi (2019)
spheres. Since 2013, fashion sport has in their research that nowadays, shoes
begun to develop, data from NPD are one of the most popular fashions,
field research (one of the American including sports shoes. Most young
research companies) reports that people wear sport shoes not only
increased sales of activewear and during sport activities, but also in
athletic shoes reached USD 36 their daily activities, such as college,
billion, which are part of fashion sport traveling, and others (Purnama & Adi,
(Oktaviani, 2016). This opportunity is 2019).
not only seen by foreign Sport shoes as a part of
entrepreneurs, but some Indonesian footwear industry have different
entrepreneurs have also been starting functions based on the sport arena
business in fashion sport. which are divided into five types,
Some of the local fashion namely athletic shoes, closed field
sport industries that are developing sports, open field sports, special
are the footwear, leather products and sports (golf, dancing, cycling,
apparel industries. This was proven extreme sports) and nature sports
through the achievement of Gross (hunting, climbing, fishing)
Domestic Product (PDB), this (Rudystina, 2017). Skateboard as one
industry group experienced an of the extreme sports that entered and
increase from Rp. 31.44 trillion in developed in Indonesia in the 1970s,
2015 to Rp. 35.14 trillion in 2016. has become an activity that has great
The General Director of Small and appeal for youngsters ever since. This
Medium Industries (IKM) of the is shown by the existence of local
Ministry of Industry revealed, for the industries related to skateboarding,
footwear industry sector Indonesia the construction of skateparks in
has succeeded in occupying the fifth several cities, as well as the growing
position as an exporter in the world growth of Skateboarding Day
after China, India, Vietnam and participants in Indonesia. Such an
Brazil. The market share of the increase would certainly be a proud
Vol.13/No.1 / APRIL 2020 - Profetik Jurnal 27
KomunikasiThe Use Competition As A Communication Strategy To Increase Engagement as a Form of Brand
Awareness about Local Skateboarding Shoes in Jabodetabek Area)
Submitted: 11 November 2019, Accepted: 29 Mei 2020
Profetik Jurnal Komunikasi
ISSN: 1979-2522 (print), ISSN:2549-0168 (online)
DOI: https://doi.org/10.14421/pjk.v13i1.1759
value for all parties involved and development (Supriadi, 2017). In
dedicated to the world of addition, various regions of Indonesia
skateboarding (Nurpramadya & have high numbers of skateboarding
Irawan, 2012). The development of communities. With the increasing
skateboarding in Indonesia which is number of skateboard communities
considered quite rapid is also proven and popularity through various
by the high amount of people who competitions, local skateboarding
loves to skate as stated by Ardy Polii, shoes are also experiencing growth,
one of the Indonesia's skateboarding as seen from the emergence of several
legends and the second winner of local skateboarding shoe brands, such
Asian Skateboard Championship in as FYC Footwear, Awesome
Taipei, China (Vidiatmoko, 2017). Footwear, Instinct Footwear, SV
Moreover, skateboarding athletes Footwear, Rebellion Footwear, Geoff
from Indonesia have emerged to Max, JRVS Footwear, HYB
compete in the international sphere. Footwear, Luminar Shoes, Saint
After the first successful Barkley, HOPS Footwear and other
skateboarding competition was brands.
completed at the Asian Games 2018 There are also skateboard
in Palembang, it turns out that in events in Jabodetabek which are held
August 2016, the International almost every month by a variety of
Olympic Committee (IOC) has different organizers. Various
decided that skateboarding entered skateboarding competitions
the Olympic sport along with four organized by the community and
other new sports and will begin to be supported by private parties are
competed at the Olympics 2020 in widely held, such as the Patriot of the
Tokyo, Japan (Setiawan, 2018). Lines, SKATE JUANG 45,
The rapid development of SKATENIGHT, SOEMPAH
skateboarding in Indonesia is glanced PEMOEDA, SKATETURAHMI,
by local entrepreneurs. As citied from Halloween Skate Party, GO
marketing.co.id, the skateboard Skateboarding Day (in Jabodetabek
market is classified as a segmented area) and others. These events were
market but still is a promising held during 2018, intended as a
business. It is conveyed based on gathering for skaters, competitions
business experience owned by Dimas and games. There are two
Jerry Wijaya as the owner of local skateboarding events that considered
skateboard spare parts brand, Dood successful because of its creative
Skateboard and Hello Skateboard. concept and reach massive audiences,
He’s aware with society’s interest and namely Twilosaurus and IOXC
enthusiasm in extreme sports, (“Jakarta Skateboarding
specifically skateboarding. (@jakartaskateboarding),” n.d.);
According to him, the average growth (“Komunitas Bekasi Skateboarding
of this business rise 100% every year (@patriotsk8club95),” n.d.);
and constantly increase throughout (“Skateboarder Parlemen
the year, even in Asia skateboarding (@parlemen.sk8),” n.d.);
has experienced an extraordinary (“Komunitas Indonesia Skateboard
Vol.13/No.1 / APRIL 2020 - Profetik Jurnal 28
KomunikasiThe Use Competition As A Communication Strategy To Increase Engagement as a Form of Brand
Awareness about Local Skateboarding Shoes in Jabodetabek Area)
Submitted: 11 November 2019, Accepted: 29 Mei 2020
Profetik Jurnal Komunikasi
ISSN: 1979-2522 (print), ISSN:2549-0168 (online)
DOI: https://doi.org/10.14421/pjk.v13i1.1759
(@kisbersatu),” n.d.); (“Blok M supported by the government and
Skateboarding (@bs.skateboarding),” covers an international scale. In this
n.d.). activity, skateboarding was not shown
On 7 July 2018, Twilo Skate as a culture or lifestyle, but rather was
Corner, one of the skateboard shown as a form of extreme
communities located in Kemang, professional sports.
South Jakarta, collaborated with According to the result of a
Event Welbe and AXIS to organize research written by Keke (2018) it is
the Twilosaurus Vol. 2. This stated that the form of integrated
skateboarding activity conceptualized marketing communication has a close
the mixture of street art festivals, such and positive relationship to brand
as skateboarding competitions, music awareness. One of the many forms of
events, sneakers exhibitions, photo communication comes from public
exhibitions, skateboard exhibitions, relations, in this context the
mural paintings and talk shows. As a communication strategy conducted by
result, 53 local content creators public relations person is through a
(artists) joined this activity and competition because offline activity is
increased the creativity of young potentially increasing engagement as
people in Indonesia (Sanjaya, 2018). a form of the brand awareness. This is
The next activity related to in harmony with a statement from
skateboarding is the IOXC (Indonesia Pratiwi, Dida, & Sjafirah (2018) in
Open X-Sport Championship). their research that communication
Unlike other skateboarding activities, strategy can increase awareness for
this activity was organized by the stakeholders, industry players, and
government, which is held by the public.
Minister of Youth and Sports Affairs. Therefore, based on the
IOXC is held on 28-30 September phenomenon above the objective of
2018. IOXC aimed to find athletes this research is to find out about how
who excel in extreme sports. The the usage of competition as a
IOXC 2018 competition was attended communication strategy to increase
by 380 participants from 23 provinces engagement as a form of brand
in Indonesia and 10 countries such as awareness about local skateboarding
France, Malaysia, Japan, the shoes in Jabodetabek area.
Philippines, Russia, Singapore,
Thailand, the People's Republic of
China, Taiwan and Brunei METHODOLOGY
Darussalam. There were seven types
of extreme sports contested, namely The methodology of this
BMX Freestyle, Aggressive Inline, research is qualitative. The object of
Freestyle Football, Freestyle this research is competition as a
Basketball, B-Boy Competition, communication strategy to increase
Skateboard Competition, and Wall brand awareness of local
Climbing Competition (Fauzi, 2018). skateboarding shoes in Jabodetabek.
This activity was considered Qualitative research relies on text and
successful because it was fully image data, also own unique steps in
Vol.13/No.1 / APRIL 2020 - Profetik Jurnal 29
KomunikasiThe Use Competition As A Communication Strategy To Increase Engagement as a Form of Brand
Awareness about Local Skateboarding Shoes in Jabodetabek Area)
Submitted: 11 November 2019, Accepted: 29 Mei 2020
Profetik Jurnal Komunikasi
ISSN: 1979-2522 (print), ISSN:2549-0168 (online)
DOI: https://doi.org/10.14421/pjk.v13i1.1759
data analysis and draw on diverse competition as a communication
designs. In this type of research strategy to increase people’s
approach, the researchers play an engagement as a form of brand
important role and is carefully awareness about local skateboarding
reflecting it to the readers (Creswell, shoes in Jabodetabek area. Therefore,
2014, p. 183). researchers are able to analyse and
According to Yin (2011, p. 3- describe the opinions of the speakers
4) qualitative is the study of a real- regarding the problem examined, then
world setting in order to discover how draw conclusions.
people cope and thrive in that setting The instrument used to collect
and capture the contextual richness of data involves interviews. Denscombe
people’s everyday lives. This study (1998) explains that interviews
represents the views and perspectives include a series of assumptions and
of the people, as well as contributes comprehension about the situation
insights into existing or emerging which cannot be correlated with a
concepts that may help to explain casual conversation (Birmingham &
human social behavior through David, 2014). The researchers are
multiple sources of evidence rather required to collect information from
than relying on a single source alone respondents face to face. Therefore, a
(Yin, 2011, p. 7-8). result of great amounts of data and
The research method used is interviews lasting for more than an
descriptive. Descriptive research hour is inevitable, in addition,
according to Isaac (1995) is Birmingham & Wilkinson (2014)
describing the facts and asserts that this instrument gives the
characteristics of a given population researcher more of an insight into the
or area of interest systematically and meaning and significance of what is
accurately. Another point of view happening.
from Polit and Hungler (1999) shows The interview itself has
that descriptive research means to several types, the type of interview
portray the characteristics of persons, used by researchers is semi structured
situations, or groups and the interview. Semi structured interview
frequency with which certain is an interview that uses a model that
phenomenon occur these studies is more free and flexible compared to
observe, describe, and document structured interviews, but still
aspects of a situation as it naturally directed (Sugiyono, 2016). The
occurs (Dulock, 1993, p. 154). researcher has a list of questions
This research seeks to obtain provided for informants, but the
explanatively in-depth information researcher has the right to give
where it can be achieved through questions outside of that list, as long
qualitative research. Moreover, the as the questions asked are still related
use of this descriptive qualitative to the research problem and still
research method aims to present obtain opinions and ideas openly from
information and description of the informants.
phenomenon of the research object,
namely to find out the use of
Vol.13/No.1 / APRIL 2020 - Profetik Jurnal 30
KomunikasiThe Use Competition As A Communication Strategy To Increase Engagement as a Form of Brand
Awareness about Local Skateboarding Shoes in Jabodetabek Area)
Submitted: 11 November 2019, Accepted: 29 Mei 2020
Profetik Jurnal Komunikasi
ISSN: 1979-2522 (print), ISSN:2549-0168 (online)
DOI: https://doi.org/10.14421/pjk.v13i1.1759
Selection of Informants for located around Jabodetabek area so
Interviews the data collection is still possible to
The interviewees for this interview achieve.
are divided in three categories,
namely parties from local
skateboarding shoes brand, RESULTS AND DISCUSSIONS
skateboarders and local skateboarding
community. Based on interviews conducted
Table 1. Selection of Informants with the informants, researchers
found that until this day the
Local Skateboarders development of local skateboarding
Informants Job Designation shoes brand in Indonesia is
Adi Susanto Skateboarder considered quite advanced and rapid
from Jakarta due to several factors. Starting from
Area the increasing number of local
Noval Skateboarder skateboarding shoes brands with a
from Bogor Area quality that is not less competitive
Sandy Skateboarder with international brands to the
from Depok increasing number of skate parks that
Area are built and easy to find.
Rahman Skateboarder The local skateboarding shoes
Permana from Bekasi brand have a lot of improvements, it
Area is seen from the more upcoming local
Local Skateboarding Community brands in Indonesia. This is also
Informants Job Designation supported by a statement from Sandy
Tony Sruntul The General that “the development is quite good
Chairman of and rapid until now” (Sandy, Personal
Indonesia Communication, 5 October 2019).
Skateboard In fact, nowadays many
Community clothing lines also produce
(KIS) skateboarding shoes as well. Apart
from that, the rising of local
Source: Authorized data of the skateboarding shoes brand is also
researchers, 2018 influenced by other factors such as the
high amount existence of skate parks
surrounding us. Unconsciously, it
The selection of the informants brought a lot of enthusiasm in people
is based on the correlation with their and triggered them to start playing
understanding of the development skateboard, thus, entrepreneurs are
and current phenomenon of seeing this as a business opportunity
skateboarding in Indonesia, also the to produce its equipment.
understanding of skateboarding world Many local skaters believe
including the rise up of local that local skateboarding shoes have
skateboarding shoes brand. the ability to compete in the market
Furthermore, the interviewees are with international brands because of
Vol.13/No.1 / APRIL 2020 - Profetik Jurnal 31
KomunikasiThe Use Competition As A Communication Strategy To Increase Engagement as a Form of Brand
Awareness about Local Skateboarding Shoes in Jabodetabek Area)
Submitted: 11 November 2019, Accepted: 29 Mei 2020
Profetik Jurnal Komunikasi
ISSN: 1979-2522 (print), ISSN:2549-0168 (online)
DOI: https://doi.org/10.14421/pjk.v13i1.1759
its quality and competitive prices. As From the statement above, it
a reflection, many local skateboarding can be seen that Rahman believes
shoes brand are arising in Indonesia brand image is very important, the
such as FYC Footwear, Awesome more local brands that shows
Footwear, Instinct Footwear, SV originality and being innovative with
Footwear, Rebellion Footwear, Geoff their products such as many varied
Max, JRVS Footwear, HYB designs, the more people will become
Footwear, Luminar Shoes, Saint aware of their brands’ existence.
Barkley, HOPS Footwear and many Currently, the quality possess
other brands. by most of the local skateboarding
Every now and then, many shoes brand is considered vary,
skateboarders are faced with an depends on the material and level of
option whether to use skateboarding comfortable of the skateboarders
shoes product locally or itself. Meaning, there are several
internationally. For Adi himself, he brands that produce a very high-
has a sense of pride when using a local quality skateboarding shoes and safe
skateboarding shoes brand. to say the quality is no less than
“One of the reasons why I use international brands because they pay
local skateboarding shoes brand apart a good attention to the overall
from the proud feeling is that the materials used such as the outsole and
quality itself is considered very good upper material.
and tends to be more affordable than However, one of the
international brands. Overall, the differences between the local
development of the local skateboarding shoes brand and
skateboarding shoes was very good” international skateboarding shoes
(Adi Susanto, Personal brand is that the average ‘suede’
Communication, 27 October 2019). material in local brands is not as thick
In addition, what influenced as the international brands. There is
the development of the local still a lack of technology in the
skateboarding shoes was the process of making local brands, but in
product’s originality. Each local general, their quality is almost
skateboarding shoes brand has the rivaling the international brands.
characteristics of their respective One of the traits of a well-
products based on the brand image made skateboarding shoe is its
they want to embed in the minds of quality. That’s why, especially during
consumers. The product’s originality play at the skate parks, the choices of
can be seen from the design of the a proper skateboarding shoes are very
shoes and the material used. fundamental and are related to the
As stated by Rahman, “brand quality of its product as it gives a big
image is very important, the more impact to the comfortability and
brands that have originality, it is safe safety of the skateboarders.
to say that the development of local
skateboarding shoes is quite good” According to interview
(Rahman Permana, Personal conducted with Noval, he said that,
Communication, 29 October 2019). “the average local skateboarding
Vol.13/No.1 / APRIL 2020 - Profetik Jurnal 32
KomunikasiThe Use Competition As A Communication Strategy To Increase Engagement as a Form of Brand
Awareness about Local Skateboarding Shoes in Jabodetabek Area)
Submitted: 11 November 2019, Accepted: 29 Mei 2020
Profetik Jurnal Komunikasi
ISSN: 1979-2522 (print), ISSN:2549-0168 (online)
DOI: https://doi.org/10.14421/pjk.v13i1.1759
shoes have been vulcanized, makes it Furthermore, Sandy stated, “I
more effective for their skating game” believe that local skateboarding shoes
(Noval, Personal Communication, 4 brand are able to become the
November 2019). supporting element from the
development of skateboarding
It can be said that nowadays, especially in Indonesia, because they
the average local skateboarding shoes can take part as supplier of their
have been vulcanized, which is a equipment during play” (Sandy,
process of rubber assembly using high Personal Communication, 5
temperatures to make it even stronger November 2019).
in order to improve skateboarder’s
performance during skating. This That is why the usage of
technique is considered rare when competition to increase brand
compared to other shoe making awareness of local skateboarding
techniques such as using canvas and shoes brand is a great effort. If the
leather (Monica, 2019). overall aspects of competition have
positive feedback, it will also escalate
The development of local their brands in the eyes of society and
skateboarding shoes apart from the global market.
rises of local brands and many skate
parks, can also be seen from many Apart from that, the role of
skateboarding activities or events skateboarding communities is
being held in Indonesia. One of the important to increase brand
most famous skateboarding events awareness about local skateboarding
arranged annually by the Ministry of shoes. Based on interview conducted
Youth and Sport is Indonesia Open X- with Tony, he acknowledged that,
sports Championship (IOXC). “before the local skateboarding shoes
Moreover, there are skateboarding brand go internationally, the existence
competitions or events that held of one particular brand should be
almost every month in a different city recognized and accepted by the
called ‘Projam’, which is a skateboard skateboarding community in prior.
and BMX competition. Starting from the quality, the
materials until the competitive price”
Most of the informants (Tony Sruntul, Personal
acknowledge that many local Communication, 4 November 2019).
skateboarding shoes brand are
supporting the skateboarders by In the Jabodetabek area itself,
providing some of the skateboarding based on a survey that researchers
equipment as a form of their support conducted through social media and
during skateboarding events, directly, the number of active
especially in competition. In fact, the skateboarding communities has
uses of competition as one of their reached 27 communities, meaning
communication strategies to that it is no longer difficult to find
introduce and promote their brands is skateboarding communities in the
considered helpful. region.
Vol.13/No.1 / APRIL 2020 - Profetik Jurnal 33
KomunikasiThe Use Competition As A Communication Strategy To Increase Engagement as a Form of Brand
Awareness about Local Skateboarding Shoes in Jabodetabek Area)
Submitted: 11 November 2019, Accepted: 29 Mei 2020
Profetik Jurnal Komunikasi
ISSN: 1979-2522 (print), ISSN:2549-0168 (online)
DOI: https://doi.org/10.14421/pjk.v13i1.1759
Table 2. Skateboard Communities in 22 Skatekuy Tangerang
Jabodetabek Sundy Morning
23 Tangerang
Skateboarder
Skateboard 24 Tugu Skate Bekasi
No. Cities
Communities Twilo Skate South
Bhagasasi Speed 25
1 Bekasi Corner Jakarta
Club TWK South
Blok M South 26
2 Skateboarding Jakarta
Skateboarding Jakarta Veteran Skate
Bogor 27 Tangerang
Crew
3 Independent Bogor Source: Authorized data of the
Skateboard researchers, 2018
Boper (Bogor
4 Bogor
Permai)
Budi Luhur South With the number of active
5
Skateboarding Jakarta skateboarding communities in the
Cengkareng West
6 Jabodetabek area as mentioned above,
Skateboard Jakarta
it means that these communities can
7 Citra Skateboard Tangerang
also boost brand awareness of the
Central
8 Daggers Crew local skateboarding shoes. The
Jakarta
increasing number of skateboarding
Depok
9 Depok communities indicates that there are
Skateboarding
GW
more people who play skateboard and
10 Skateboarding Bekasi more skateboarding events are being
Association held as the community is a place for
IPB Corner skateboarders to be able to gather,
11 Bogor play, as well as participate in an event
Skateboarding
South together. In fact, they can organize
12 ISA Bintaro their own events from gathering to
Jakarta
Islamic Skate professional level competitions and
13 Bekasi these skateboarding events can be
Crew Indonesia
East used as a means for communities to be
14 Klender Skate more active in the world of
Jakarta
South skateboarding.
15 Komunitas AB
Jakarta
In conducting this research,
MEKUN Central
16 researchers refer to Berlo’s
SKATEBOARDING Jakarta
Communication Model (SMCR).
Central
17 Parlemen SK8 This communication model was
Jakarta
18 Patriot Skate Club Bekasi proposed by David K. Berlo in 1960
19 PODIUM ALL DAY Tangerang and it is known as the SMCR model,
SCKD East which stands for four elements in it,
20 namely Source, Message, Channel
Skateboarding Jakarta
Senayan Central and Receiver. Berlo describes several
21 personal factors that influence the
Skateboarders Jakarta
Vol.13/No.1 / APRIL 2020 - Profetik Jurnal 34
KomunikasiThe Use Competition As A Communication Strategy To Increase Engagement as a Form of Brand
Awareness about Local Skateboarding Shoes in Jabodetabek Area)
Submitted: 11 November 2019, Accepted: 29 Mei 2020
Profetik Jurnal Komunikasi
ISSN: 1979-2522 (print), ISSN:2549-0168 (online)
DOI: https://doi.org/10.14421/pjk.v13i1.1759
communication process, such as Communication strategy with
communication skills, attitude, the usage of competition to help
knowledge, social systems, as well as increase brand awareness of the local
cultural environment both from the skateboarding shoes can also be done
source and the receiver (Mulyana, through the message they wanted to
2009). deliver. Ideally, the message is related
to their support of Indonesian
Aside from being an extreme skateboarders as a form of their
sport, skateboarding has meaning as a encouragement of the skateboarding
lifestyle that includes social values development. The more competition
that is strengthen togetherness and is being held, the more skaters are
socialization. Skateboarding is also a practicing to receive an achievement.
lifestyle that has its own culture,
where the culture forms a The selection of messages to
skateboarder’s identity which is be conveyed through a competition
reflected from their style, appearance, needs to be considered based on 1) the
skateboarding equipment, to the content, meaning the ideas contained
skateboarding arena. in the message should be highlighted
such as key messages, 2) the
Since skateboarding has its elements, means the basic part of a
own social and cultural values, message such as language or use of
communication skills from both the words in the delivery of messages, 3)
source and receiver can influence the treatment, related to how the
communication success. In this sense, message is packaged and the way it is
if the receiver has knowledge of a delivered, 4) the structure, which is
social and cultural system that is the arrangement of words used to
equivalent to what is delivered by the form a message to be communicated,
source, the message received by the and 5) the code, the process of coding
receiver will tend to be easier to of symbols or ideas into data that can
understand and run effectively. be understood by the target audience.
In this case, the local Furthermore, Berlo also
skateboarding shoes brand is the showed that the channel that can be
source of the message. When felt or received by the five human
participating in a competition, for senses will increase the success of
example as a sponsor, they clearly delivering messages from the source
have the ability to deliver extensive to the receiver. The use of
knowledge resolve around the competition as one of the
skateboarding world so that the communication strategies of a
message conveyed also has the community or brand in conveying
essence of knowledge that can be well messages while developing local
received by the receivers, namely skateboarding shoes will be more
skateboarders who are the majority of effective if it can be received by the
the target audience of a skateboarding five senses of the receiver.
competition.
Vol.13/No.1 / APRIL 2020 - Profetik Jurnal 35
KomunikasiThe Use Competition As A Communication Strategy To Increase Engagement as a Form of Brand
Awareness about Local Skateboarding Shoes in Jabodetabek Area)
Submitted: 11 November 2019, Accepted: 29 Mei 2020
Profetik Jurnal Komunikasi
ISSN: 1979-2522 (print), ISSN:2549-0168 (online)
DOI: https://doi.org/10.14421/pjk.v13i1.1759
Starting from hearing element join the competition” (Adi Susanto,
that can be realized from hearing Personal Communication, 27 October
messages through activities in the 2019).
competition, seeing element that can
be realized from the vision of local He also added that usually, a
skateboarding shoes, to the touching skateboarding competition is divided
element that can be realized from into several types of level such as
directly feeling the material of local beginners, intermediates, and
skateboarding shoes. professionals. That way, many
skateboarders from various
Good and effective background skills are willing to join
communication does not only occur the competition. On top of that,
by using one sense, but includes a during a competition, skateboarders
combination of several human senses. can meet and socialize with new
The strength of Berlo’s people.
communication model is that it is not
limited to one type of communication What makes it even more
scale, but can be applied to public or interesting is that competition helps
mass communication, interpersonal skateboarders to develop their skills
communication, and various forms of and when skillful skateboarders join
written communication (Mulyana, the competition, they will be
2009). remembered for having an
outstanding achievement, for
One form of communication example, doing some cool tricks or
that can generate good and effective any other activities which highlight
communication by utilizing some of their skateboarding skills. It will also
the five human senses is through foster a sense of pride for the
offline activities, such as competition. skateboarders joining the
Skateboarding is essentially a sport competition.
which related to direct activities and
audience involvement, thus it Therefore, competition can be
becomes more interesting to the target an effective means for local
audience, especially since the skateboarding shoes brand to increase
skateboarders are very enthusiast with people’s engagement and brand
offline activities, most of them really awareness, because skateboarders as
into competition. one of the target audiences of the
brand are very enthusiastic about a
In fact, according to Adi, even competition.
if there is no competition around, they
will just play together, make their Moreover, the skateboarders
own competition, and have some fun certainly use skateboarding shoes, as
while enjoying their togetherness. they are one of the most important
“So, if there is an organizer who’s tools when playing skateboard
willing to hold a competition, besides the board itself to support
skateboarders will be very interested their expertise or their hobbies. That’s
and many other people would like to where local skateboarding shoes
Vol.13/No.1 / APRIL 2020 - Profetik Jurnal 36
KomunikasiThe Use Competition As A Communication Strategy To Increase Engagement as a Form of Brand
Awareness about Local Skateboarding Shoes in Jabodetabek Area)
Submitted: 11 November 2019, Accepted: 29 Mei 2020
Profetik Jurnal Komunikasi
ISSN: 1979-2522 (print), ISSN:2549-0168 (online)
DOI: https://doi.org/10.14421/pjk.v13i1.1759
brand plays an important role to exposure from social media platform,
become suppliers and introduce their people will have limited access for
products in order to increase their knowing the existence and further
brand awareness. information about the skateboarding
competition.
The use of competition as a
communication strategy for local For instance giveaway for
skateboarding shoes brand is online activity, people who are very
considered very good because with fond with shoes or skateboards will
offline activities, the target audience often join the giveaway. Because they
can see the product directly while also were enthusiastic, even the prize of
try it right away and it will more the giveaway was only small essential
easily increase their interest in the parts from skateboard, such as
products. skateboard wheels. People will
become even more attracted if one
This is in accordance with specific local skateboarding shoes
Rahman’s statement that, “when brand is gifting shoes as their
people feel attracted to these giveaway activity.
products, it’s not impossible that
awareness can be developed to an These people who are
action. Meaning that people might interested in joining a giveaway tend
purchase the product on the spot” to be based on their interest with
(Rahman Permana, Personal shoes and the brand itself. Usually,
Communication, 29 October 2019). before announcing a giveaway, the
So, if a skateboarding competition local skateboarding shoes brand will
includes promoting local explain the product that will be used
skateboarding shoes, it will gain more as a gift in prior, so the audience will
attention. be more aware and understand the
product knowledge.
Along with the increasing use
of social media nowadays, the Another online activity will
majority of competitions held offline also be more interesting if done
also need to be supported by online through a video competition, because
activities, such as competitions, skateboarding is not far from film
giveaway, quiz, or publishing making, which is the activity of
promotional materials through social playing skateboard while making
media. Local skateboarding shoes videos. That's why on the
brand can still participate as skateboarding world there is the term
supporting element, such as video part, which is the process of
sponsoring prizes for winners of the taking video, editing, and uploading
online competitions, giveaway, or the video for their personal
quiz. documentations or published on their
social media for public consumption.
If the skateboarding This has become a habit of the
competition is only held offline skateboarders, so if the video part
without being followed by an online
Vol.13/No.1 / APRIL 2020 - Profetik Jurnal 37
KomunikasiThe Use Competition As A Communication Strategy To Increase Engagement as a Form of Brand
Awareness about Local Skateboarding Shoes in Jabodetabek Area)
Submitted: 11 November 2019, Accepted: 29 Mei 2020
Profetik Jurnal Komunikasi
ISSN: 1979-2522 (print), ISSN:2549-0168 (online)
DOI: https://doi.org/10.14421/pjk.v13i1.1759
used as a competition, there will be Especially during competitions, some
more people competing to participate. skateboarders who participated can be
offered by local skateboarding shoes
When it comes to online- brand. Tony claimed that, “local
based competitions, the awareness brands usually support various
increases high because the followers skateboarders and make them as their
who might be excluded from the brand ambassador for marketing
targeted audience will have the purposes” (Tony Sruntul, Personal
chance to see and read the posts from Communication, 4 November 2019).
the competition organizers, meaning Along with that, these skateboarders
they have gained knowledge related will also be known by many people.
to the skateboarding competition.
However, increased brand
For example, if the awareness on local skateboarding
competition is supported by online shoes depends on the brand placement
activities, the brand also indirectly itself. In this sense, if the brand takes
provides education so that when the part as supporting element of a
audience comes to the competition skateboarding competition, the
held offline, they already know in majority of the target audience will be
advance. So, in making a good more focused on the competition, but
skateboarding competition there if the brand takes part as the organizer
needs to be an educational element in of the skateboarding competition, the
order to deliver key messages in opportunity to increase brand
increasing brand awareness of local awareness of local skateboarding
skateboarding shoe brands. shoes brand will be much higher,
Another finding that because they can put more
researchers found out related to the information and education to the
communication strategy that could be target audience.
optimized through skateboarding Other than that, using
competition is local skateboarding competition as a communication
shoes brand should see an example of strategy has its challenges. This is
what other competitor brands are seen by the selection the competitions
doing in order to determine their will do to obtain the shoes brands, in
Unique Selling Point (USP) which which the brands will compete with
distinguishes with other brands or each other as well to enter to become
collaborate if sharing common goals a part of the tenant. The competition
such as taking part as a supporting will obviously choose which brands
brand in skateboarding events could will join their contest.
be an opportunity to introduce their
brands to their targeted audiences. This is different with shoes
bazaars, where there are a lot of shoes
In addition to collaborate with brands. But if we’re talking about a
fellow local skateboarding shoes competition, the brands will feel
brand, they can also collaborate with contested with the other brands
skateboarders to support their play. involved. The shoes brands attending
Vol.13/No.1 / APRIL 2020 - Profetik Jurnal 38
KomunikasiThe Use Competition As A Communication Strategy To Increase Engagement as a Form of Brand
Awareness about Local Skateboarding Shoes in Jabodetabek Area)
Submitted: 11 November 2019, Accepted: 29 Mei 2020
Profetik Jurnal Komunikasi
ISSN: 1979-2522 (print), ISSN:2549-0168 (online)
DOI: https://doi.org/10.14421/pjk.v13i1.1759
the contest won’t be as much as in a form of fun online quizzes, such as
shoes-brand-centered event. That increasing engagement with followers
means, the brands will have to find and asking questions about local
other competitions to enter if they get skateboarding shoes brand with an
rejected in a certain competition. interactive questions. Most
importantly, skateboarding
Another challenge that can be competition will also be effective if
faced when using competition as a there is a two-way interaction
communication strategy is that the between the sender and receiver.
local skateboarding shoes brand,
when becoming the supporting Overall, the usage of
element, needs to understand and competition as a communication
acknowledge about the amount of strategy to increase brand awareness
awareness they might receive. The of local skateboarding shoes brand is
attention will be focused more on the suitable and right on target, because
competition and not on the brand. competition is frequently held and
This situation can be responded by the one of the characteristics of
brand raising the engagement with, skateboarders are also pleasant with
for instance, social media to let people events, such as competitions.
know that they are joining a certain
contest. This will result in the raise of Skateboard is also identical
the brand awareness, in which the with an active and competitive people
people will put their focus on the and is inseparable from the
brand as well, even before the event. appearance that is reflected by clothes
and shoes, so this could be an
Regardless, either a brand opportunity for local brands to
uses offline or online competition, it introduce and provide skateboarding
must be able to be measured its shoes.
success. The measurement can be
done through calculating the number
of participants who joined the CONCLUSION
competition. Particularly for online Based on the results of the
competition, the competition analysis of this research, it can be
organizer will be able to see many concluded that a skateboarding
data such as insights feature, how competition could be used as a
many people are liking, commenting, communication strategy in order to
and sharing the content, or increase people’s engagement as a
mentioning other friends to join the form of brand awareness about the
competition. Bottom of the line, local skateboarding shoes brand.
through an online competition the
engagement as well as the reach are Local skateboarding shoes
very much visible and measured. brand developed quite rapidly along
with the development of
For educational measurements skateboarding sports in Indonesia,
about local skateboarding shoes this is portrayed by the high level of
brand, the evaluation could be in the enthusiasm by the society who
Vol.13/No.1 / APRIL 2020 - Profetik Jurnal 39
KomunikasiThe Use Competition As A Communication Strategy To Increase Engagement as a Form of Brand
Awareness about Local Skateboarding Shoes in Jabodetabek Area)
Submitted: 11 November 2019, Accepted: 29 Mei 2020
Profetik Jurnal Komunikasi
ISSN: 1979-2522 (print), ISSN:2549-0168 (online)
DOI: https://doi.org/10.14421/pjk.v13i1.1759
starting to play skateboard, the high through a competition also can be
amount of local skateboarding optimized when local skateboarding
communities appears in Jabodetabek shoes brand see an example of what
area, to the increasing number of other competitor brands are doing to
skate parks, as well as skateboarding determine their Unique Selling Point
events and competitions. (USP) or collaborate if sharing
Entrepreneurs see this as an common goals.
opportunity to provide skateboarding
equipment, one of them is
skateboarding shoes. REFERENCES
The usage of competition as a Birmingham, P. & Wilkinson, D.
communication strategy to increase (2014). Using Research
engagement as a form of brand Instruments-A Guide For
awareness from the society is Researchers. In Igarss 2014.
considered good for brands, because https://doi.org/10.1007/s13398-
they can take part either as the 014-0173-7.2
supporting element or as the Blok M Skateboarding
skateboarding competition organizer, (@bs.skateboarding). (n.d.).
besides it also can bring a positive Retrieved September 20, 2019,
impression to the brands itself. from
In addition, it can be more https://www.instagram.com/bs.ska
effective when the competitions held teboarding/
offline were supported by online Creswell, J. W. (2014). Research
activities and the source includes Qualitative, Quantitative, and
education elements that are packaged Mixed Methods Approaches
attractively, provide attractive offers, Design Fourth Edition. In Sage
to utilize the tools contained in social Publications.
media for a maximum result and Dulock, H. L. (1993). Research
create higher brand awareness toward Design: Descriptive Research.
the local skateboarding shoes brand. Journal of Pediatric Oncology
Nursing, 10(4), 154-157.
Referring to Berlo’s Fauzi, I. (2018). Buka IOXC 2018,
Communication Model (SMCR), Menpora harap olahraga ekstrem
when using a competition, in order to lahirkan prestasi bagi Indonesia.
increase the success of Retrieved September 23, 2019,
communication activities carried out, from
it needs to be based on the https://www.merdeka.com/peristi
communication skills, the wa/buka-ioxc-2018-menpora-
understanding of social and cultural harap-olahraga-ekstrem-lahirkan-
systems of the source and the receiver prestasi-bagi-indonesia.html
to the message that can be felt by the Jakarta Skateboarding
human five senses. (@jakartaskateboarding). (n.d.).
The communication strategy Retrieved September 20, 2019,
from
Vol.13/No.1 / APRIL 2020 - Profetik Jurnal 40
KomunikasiThe Use Competition As A Communication Strategy To Increase Engagement as a Form of Brand Awareness about Local Skateboarding Shoes in Jabodetabek Area) Submitted: 11 November 2019, Accepted: 29 Mei 2020 Profetik Jurnal Komunikasi ISSN: 1979-2522 (print), ISSN:2549-0168 (online) DOI: https://doi.org/10.14421/pjk.v13i1.1759 https://www.instagram.com/jakart 4%, Industri Alas Kaki RI askateboarding/ Peringkat 5 Dunia. Retrieved Keke, Y. (2018). Komunikasi September 18, 2019, from Pemasaran Terpadu Terhadap https://economy.okezone.com/rea Brand Awareness. Jurnal d/2017/05/23/320/1697985/pangs Manajemen dan Bisnis, 16(1), a-pasar-lampaui-4-industri-alas- 185-205. kaki-ri-peringkat-5-dunia Komunitas Bekasi Skateboarding Mulyana, D. (2009). Ilmu (@patriotsk8club95). (n.d.). Komunikasi: Suatu Pengantar. Retrieved September 20, 2019, Bandung: PT REMAJA from ROSDAKARYA. https://www.instagram.com/patrio Nurpramadya, A. & Irawan, A. H. tsk8club95/?igshid=cix2qyp7jij5 (2012). Perancangan Buku Visual Komunitas Indonesia Skateboard Skateboard Untuk Remaja (@kisbersatu). (n.d.). Retrieved Indonesia. ITS Journal of Science September 20, 2019, from and Art, 1(1), 17-21. https://www.instagram.com/kisber Oktaviani, K. (2016). Busana satu/ Olahraga, Dulu “Kesalahan Kussudyarsana. (2016). Persepsi Fashion” Kini Jadi Tren Global. Konsumen atas Merek Lokal dan Retrieved September 18, 2019, Asing pada Kategori Produk from Hedonik dan Utilitarian. BENEFIT https://wolipop.detik.com/fashion- Jurnal Managamen dan Bisnis, news/d-3329501/busana-olahraga- 1(1). Retrieved May 27, 2020, dulu-kesalahan-fashion-kini-jadi- from tren-global journals.ums.ac.id/index.php/bene Pratiwi, S. R., Dida, S., & Sjafirah, N. fit/article/download/2365/1631 A. (2018). Strategi Komunikasi Lestarini, A. H. (2018). 2018 akan dalam Membangun Awareness Jadi Pusat Pertumbuhan Ekonomi Wisata Halal di Kota Bandung. Kreatif. Retrieved September 15, Jurnal Kajian Komunikasi, 6(1), 2019, from 78-90. https://www.medcom.id/ekonomi/ Purnama, P. A. I., & Adi, N. R. mikro/zNA7Jrek-2018-akan-jadi- (2019). Green Marketing dan pusat-pertumbuhan-ekonomi- Quality Brand Sebagai Prediktor kreatif Perilaku Konsumen dan Monica, S. A. (2019). Keistimewaan Dampaknya Terhadap Keputusan Sepatu Compass, Dari Teknik Pembelian Produk. Journal of Vulcanized Hingga Sertifikat Management and Business, 16(1), Otentik. Retrieved May 27, 2020, 185-205. from Rachman, F. F. (2018). Ini 3 Sektor https://www.sonora.id/read/42195 Jagoan Ekonomi Kreatif. 3299/keistimewaan-sepatu- Retrieved September 15, 2019, compass-dari-teknik-vulcanized- from hingga-sertifikat-otentik?page=all https://finance.detik.com/berita- Mrt. (2017). Pangsa Pasar Lampaui ekonomi-bisnis/d-3888911/ini-3- Vol.13/No.1 / APRIL 2020 - Profetik Jurnal 41 Komunikasi
The Use Competition As A Communication Strategy To Increase Engagement as a Form of Brand Awareness about Local Skateboarding Shoes in Jabodetabek Area) Submitted: 11 November 2019, Accepted: 29 Mei 2020 Profetik Jurnal Komunikasi ISSN: 1979-2522 (print), ISSN:2549-0168 (online) DOI: https://doi.org/10.14421/pjk.v13i1.1759 sektor-jagoan-ekonomi-kreatif Vidiatmoko, B. (2017). Ardy Polii: Rahayu, N. (2017). Ini Bisnis Fashion Perkembangan Skateboard di di Indonesia yang Paling Laris. Indonesia Cukup Pesat. Retrieved Retrieved September 17, 2019, September 2, 2019, from from http://extremeina.com/ardy-polii- https://www.wartaekonomi.co.id/r perkembangan-skateboard-di- ead156352/ini-bisnis-fashion- indonesia-cukup-pesat/ diindonesia-yang-paling-laris.html Yin, R. K. (2011). Qualitative Rudystina, A. (2017). Tips Memilih Research from Start to Finish. In Sepatu Sesuai Dengan Jenis The Guilford Press. Olahraganya. Retrieved https://doi.org/10.1017/CBO9781 September 18, 2019, from 107415324.004 https://hellosehat.com/hidup- sehat/kebugaran/memilih-sepatu- olahraga/ Sanjaya, F. (2018). Lebih Besar dan Lebih Variatif, Twilosaurus Vol.2 Rangkul Para Kreator Muda. Retrieved September 23, 2019, from https://www.popular- world.com/groove/lebih-besar- dan-lebih-variatif-twilosaurus- vol-2-rangkul-para-kreator-muda- -96968/ Setiawan, R. (2018). Jalan Panjang Skateboard Menuju Olimpiade. Retrieved September 21, 2019, from https://tirto.id/jalan-panjang- skateboard-menuju-olimpiade- cQFx Skateboarder Parlemen (@parlemen.sk8). (n.d.). Retrieved September 20, 2019, from https://www.instagram.com/parle men.sk8/ Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: Alfabet. Supriadi, C. (2017). Skateboard, Meski Segmented Pasarnya Menjanjikan. Retrieved September 21, 2019, from https://marketing.co.id/pasar- skateboard-indonesia-sangat- menjanjikan/ Vol.13/No.1 / APRIL 2020 - Profetik Jurnal 42 Komunikasi
You can also read
