Leveraging Digitalization for Enhanced Publication and Marketing of Sports Services

Abstract

Sports institutions in Indonesia have yet to fully embrace digital channels for disseminating and promoting their services to the public. Despite some institutions engaging in digital publication through mainstream social media platforms, the existing features fail to comprehensively address the requirements of the sports sector. This study aims to assess the efficacy of publication and marketing efforts by digitizing sports institutions via the SHC app, purposefully designed for the sports sector's publication needs. Employing a qualitative approach, data were collected from 108 sports institution managers utilizing the SHC app. Data collection entailed the use of a Likert scale questionnaire ranging from 1 to 5. Validity of the data was tested through Pearson Product Moment analysis, and reliability was evaluated using Cronbach Alpha. Subsequently, the data underwent quantitative descriptive analysis and Spearman Rank correlation analysis. Findings reveal that all features within the SHC app significantly impact and foster strong relationships in the publication and marketing endeavors of sports institutions. In summary, the SHC app proves highly conducive to the digitalization of sports institutions, significantly enhancing their publication and marketing initiatives. Keywords: digitalization of sports, publication, marketing, sports services, shc app