REBRANDING BILLIARDS DI KAMPUNG PONDOK SEBAGAI OLAHRAGA: UPAYA MENGUBAH PERSEPSI MASYARAKAT KOTA PADANG

Brendan Nicholas Salim, Brendan (2025) REBRANDING BILLIARDS DI KAMPUNG PONDOK SEBAGAI OLAHRAGA: UPAYA MENGUBAH PERSEPSI MASYARAKAT KOTA PADANG. S2 thesis, Universitas Andalas.

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Abstract

REBRANDING BILLIARDS DI KAMPUNG PONDOK SEBAGAI OLAHRAGA: UPAYA MENGUBAH PERSEPSI MASYARAKAT KOTA PADANG Brendan Nicholas Salim1*, Hafiz Rahman 2 Eri Besra 3 brendannicolas66@gmail.com 1* Magister Manajemen, Universitas Andalas, Indonesia 1*,2,3 ABSTRAK Penelitian ini bertujuan untuk mengeksplorasi strategi rebranding yang dilakukan untuk mengubah persepsi masyarakat terhadap olahraga billiards di Kampung Pondok, Kota Padang. Billiards yang semula dipersepsikan negatif sebagai aktivitas malam yang identik dengan rokok, perjudian, dan pergaulan bebas, kini tengah mengalami transformasi citra melalui pendekatan rebranding yang modern, inklusif, dan berbasis komunitas. Pendekatan teori yang digunakan mencakup Theory of Planned Behavior (TPB), Labeling Theory, dan Resource-Based View (RBV). Metode penelitian yang digunakan adalah kualitatif dengan pendekatan fenomenologi, melibatkan tujuh informan dari kalangan Gen Z dan pelaku industri billiards. Teknik pengumpulan data dilakukan melalui observasi, wawancara mendalam, dan dokumentasi. Hasil penelitian menunjukkan bahwa strategi rebranding yang efektif melibatkan penguatan identitas visual, peningkatan kenyamanan fasilitas, penyusunan narasi sosial yang positif, serta pemanfaatan aset tidak berwujud seperti komunitas dan loyalitas pelanggan. Perubahan persepsi masyarakat terhadap billiards mulai terlihat, terutama di kalangan muda, namun masih terdapat tantangan berupa stereotip sosial dan nilai konservatif yang diwariskan. Penelitian ini memberikan kontribusi pada pengembangan strategi komunikasi rebranding yang sensitif terhadap dinamika budaya dan sosial lokal. Kata Kunci: rebranding, billiards, persepsi sosial, labeling theory, TPB, RBV, Kampung Pondok. ii REBRANDING BILLIARDS IN KAMPUNG PONDOK AS A SPORT: AN EFFORT TO CHANGE PUBLIC PERCEPTION KOTA PADANG Brendan Nicholas Salim1*, Hafiz Rahman 2 Eri Besra 3 brendannicolas66@gmail.com 1* Master of Management, Andalas University, Indonesia 1*,2,3 ABSTRACT This study aims to explore the rebranding strategy carried out to change the public's perception of billiards sports in Kampung Pondok, Padang City. Billiards, which was originally negatively perceived as a nightlife activity synonymous with cigarettes, gambling, and promiscuity, is now undergoing an image transformation through a modern, inclusive, and community-based rebranding approach. The theoretical approaches used include Theory of Planned Behavior (TPB), Labeling Theory, and Resource-Based View (RBV). The research method used was qualitative with a phenomenological approach, involving seven informants from Gen Z and billiards industry players. Data collection techniques are carried out through observation, in-depth interviews, and documentation. The results show that an effective rebranding strategy involves strengthening visual identity, improving facility comfort, constructing a positive social narrative, and utilizing intangible assets such as community and customer loyalty. Changes in public perception of billiards are beginning to be seen, especially among young people, but there are still challenges in the form of social stereotypes and inherited conservative values. This research contributes to the development of a rebranding communication strategy that is sensitive to local cultural and social dynamics. Keywords: rebranding, billiards, social perception, labeling theory, TPB, RBV, Kampung Pondok.

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