{"id":351667,"date":"2026-09-08T14:39:11","date_gmt":"2026-09-08T12:39:11","guid":{"rendered":"https:\/\/rtrsports.com\/teori-hierarki-perilaku-dalam-sponsorship-olahraga-learn-feel-do\/"},"modified":"2026-09-08T14:52:48","modified_gmt":"2026-09-08T12:52:48","slug":"teori-hierarki-perilaku-dalam-sponsorship-olahraga-learn-feel-do","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/id\/blog\/teori-hierarki-perilaku-dalam-sponsorship-olahraga-learn-feel-do\/","title":{"rendered":"Teori Hierarki Perilaku dalam Sponsorship Olahraga: Learn, Feel, Do"},"content":{"rendered":"<p>Ada sebuah momen ketika sponsorship berhenti menjadi soal logo pada fairing. Ini adalah momen ketika seorang manajer pemasaran \u2014 yang selama bertahun-tahun melihat nama Santander di Ferrari Alonso, dalam balapan Kejuaraan Dunia, dalam podcast, dan di sampul majalah olahraga \u2014 memutuskan hampir secara naluriah, ketika tiba saatnya memilih mitra keuangan untuk perusahaannya, bahwa Santander adalah nama yang dipercayainya. Bukan karena ia membandingkan kondisi pasar. Karena asosiasi itu sudah terjadi, tanpa ia sadari.<\/p>\n<p>Mekanisme ini memiliki nama. Dalam pemasaran olahraga, hal ini digambarkan melalui model <strong>hierarki perilaku<\/strong>, yang dirangkum dalam urutan <strong>Learn \u2192 Feel \u2192 Do<\/strong>: tiga fase yang menggambarkan bagaimana audiens bergerak dari hal yang tidak diketahui menuju perilaku pembelian. Ini adalah kerangka kerja yang secara konseptual sederhana \u2014 yang justru membuatnya efektif sebagai kompas \u2014 dan menangkap dengan presisi mengejutkan apa yang membuat <strong>sponsorship olahraga<\/strong> berbeda dari alat komunikasi lainnya. Lebih dari sektor mana pun, motorsport adalah laboratorium idealnya.<\/p>\n<h2>Fase pertama: Learn<\/h2>\n<p>Fase pembelajaran adalah yang paling mudah dikenali. Jutaan orang di seluruh dunia tidak tahu apa itu Petronas sebelum perusahaan energi Malaysia itu muncul di fairing Yamaha dalam kejuaraan MotoGP. Mereka tidak tahu apa yang diproduksi Monster Energy sebelum merek itu menjadi bagian dari identitas estetika motor resmi Yamaha. Mereka tahu ada sebuah nama. Nama itu masuk ke dalam memori budaya olahraga secara pasif, tanpa ada yang perlu mencarinya atau secara sadar ingin mempelajarinya.<\/p>\n<p>Ini adalah bentuk pembelajaran yang tidak disengaja: penggemar tidak disela oleh iklan \u2014 mereka tenggelam dalam lingkungan di mana merek itu sekadar <em>ada<\/em>. Dan di mana merek muncul dengan frekuensi, konsistensi, dan kualitas konteks yang tidak dapat direplikasi oleh kampanye iklan tradisional mana pun. Ekosistem media olahraga melipatgandakan paparan itu secara eksponensial: pada tahun 2024, Formula 1 mencapai 826,5 juta penggemar global, tumbuh 12% dibandingkan tahun sebelumnya, didorong oleh pasar baru di China, Amerika Utara, dan Timur Tengah.<\/p>\n<p>Ini berlaku sama untuk <strong>Pemasaran Melalui Olahraga<\/strong> maupun <strong>Pemasaran Olahraga<\/strong> dalam pengertian yang lebih luas. Perbedaan antara kedua disiplin ini, yang sangat mendasar, dibahas lebih mendalam dalam artikel tentang jenis-jenis pemasaran olahraga.<\/p>\n<h2>Fase kedua: Feel<\/h2>\n<p>Di sinilah sponsorship olahraga menunjukkan keunggulan strukturalnya dibandingkan saluran lain. Olahraga \u2014 dan motorsport khususnya \u2014 adalah generator sistematis emosi yang sangat intens: ketegangan di lap terakhir, kegembiraan kemenangan, rasa memiliki suku yang berkembang dari mengikuti pembalap atau tim selama bertahun-tahun. Emosi-emosi ini tidak diciptakan oleh sponsor. Mereka <em>ditransfer<\/em> ke sponsor.<\/p>\n<p>Ketika seorang pembalap MotoGP melewati garis finis di depan ratusan ribu penonton di tribun, setiap merek di motornya berbagi momen itu. Bukan secara metaforis: secara psikologis. Penelitian tentang pengkondisian klasik yang diterapkan pada pemasaran menunjukkan bahwa asosiasi emosional antara konteks dan merek terbentuk bahkan tanpa niat sadar dari pihak konsumen. Olahraga adalah salah satu dari sedikit lingkungan di mana asosiasi ini secara sistematis positif, intens, dan berulang dari waktu ke waktu \u2014 balapan demi balapan, musim demi musim.<\/p>\n<p>Ini adalah perbedaan mendasar dari iklan televisi tradisional, yang menginterupsi pengalaman yang menyenangkan alih-alih menjadi bagian darinya. Iklan meminta konsumen untuk menoleransinya; sponsorship olahraga meminta konsumen untuk menjalani pengalaman itu bersama. Itu bukan detail: itulah perbedaan antara membangun visibilitas dan membangun hubungan. Itulah mengapa merek seperti Repsol, Gauloises, dan Santander telah menjadi identik dengan olahraga mereka, bukan sekadar nama di jersey.<\/p>\n<h2>Fase ketiga: Do<\/h2>\n<p>Fase <em>Do<\/em> adalah fase yang secara langsung menarik bagi CFO perusahaan sponsor. Tetapi ini juga merupakan fase yang tidak bisa dicapai dengan melewatkan fase-fase sebelumnya. Merek yang muncul di mobil Formula 1 tetapi tidak membangun asosiasi emosional dengan penonton mendapatkan visibilitas \u2014 suatu bentuk <em>Learn<\/em> \u2014 tanpa langkah menengah. Itulah perbedaan antara mengenali sebuah merek dan memilihnya.<\/p>\n<p><em>Do<\/em> dapat mengambil berbagai bentuk berbeda tergantung pada jenis sponsor dan audiens. Untuk merek konsumen, sering kali merupakan pembelian langsung, segera atau tertunda. Untuk perusahaan B2B \u2014 dan ini sangat relevan dalam motorsport tingkat teratas \u2014 <em>Do<\/em> dapat berupa permintaan kontak komersial, pemilihan pemasok dalam negosiasi, atau preferensi implisit yang memandu proses tender. Santander tidak menjual rekening bank di paddock Formula 1. Balapan demi balapan, Santander membangun persepsi sebagai jenis institusi yang layak untuk diajak bekerja sama. Perilaku yang diinginkan datang kemudian, dalam konteks yang jauh dari lintasan.<\/p>\n<p>Bagi siapa pun yang ingin memahami cara menyusun investasi yang secara efektif melewati ketiga fase model tersebut, halaman kami yang didedikasikan untuk <a href=\"https:\/\/rtrsports.com\/id\/sponsor-motogp\/\">sponsorship MotoGP<\/a> menawarkan titik awal yang konkret.<\/p>\n<h2>Mengapa model ini masih berguna saat ini<\/h2>\n<p>Kerangka Learn \u2192 Feel \u2192 Do bukanlah hal baru: ia berakar pada psikologi perilaku konsumen dan tradisi pemasaran klasik. Yang membuatnya masih berharga sebagai alat baca adalah kemampuannya menggambarkan bagaimana sponsorship bekerja dalam ekosistem media yang telah berubah secara radikal \u2014 tetapi yang telah mempertahankan, dan dalam beberapa hal memperkuat, dimensi emosional olahraga.<\/p>\n<p>MotoGP telah melampaui 50 juta pengikut di seluruh saluran media sosialnya, dengan metrik keterlibatan yang terus tumbuh meskipun ada pengurangan volume konten yang diterbitkan. Formula 1 menambahkan hampir 90 juta penggemar baru hanya pada tahun 2024. Dalam kedua kasus tersebut, fase <em>Learn<\/em> telah berkembang. Tetapi fase <em>Feel<\/em> tetap utuh secara struktural: emosi kompetisi, kesetiaan kepada pembalap, ritual kolektif hari balapan tidak terkikis oleh digitalisasi \u2014 justru berlipat ganda dalam berbagai format.<\/p>\n<p>Memperlakukan sponsorship olahraga sebagai pembelian ruang iklan berarti mengabaikan fase menengah \u2014 <em>Feel<\/em> \u2014 yang justru merupakan fase yang membenarkan biaya dan menghasilkan imbal hasil dari waktu ke waktu. Ini adalah bagian dari model yang paling sulit diukur. Dan mungkin bukan kebetulan, inilah yang ditempatkan di pusat oleh kampanye-kampanye paling efektif.<\/p>\n<h2>Pertanyaan Umum tentang Hierarki Perilaku dalam Sponsorship Olahraga<\/h2>\n    <div itemscope itemtype=\"https:\/\/schema.org\/FAQPage\" class=\"faq-schema-wrapper question-list-wrap\">\r\n\r\n                    <h2><b>Frequently Asked Questions<\/b><\/h2>\r\n        \r\n        <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Apa itu model Learn\u2013Feel\u2013Do dalam sponsorship olahraga?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Mengapa olahraga sangat efektif dalam fase Feel?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Bagaimana sponsorship MotoGP melewati ketiga fase model ini?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Apakah model Learn\u2013Feel\u2013Do juga berlaku di B2B?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Apa perbedaan antara brand awareness dan fase Learn dari model ini?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n\r\n    <\/div>\r\n    \n\n","protected":false},"excerpt":{"rendered":"<p>Ada sebuah momen ketika sponsorship berhenti menjadi soal logo pada fairing. Ini adalah momen ketika seorang manajer pemasaran \u2014 yang selama bertahun-tahun melihat nama Santander di Ferrari Alonso, dalam balapan Kejuaraan Dunia, dalam podcast, dan di sampul majalah olahraga \u2014 memutuskan hampir secara naluriah, ketika tiba saatnya memilih mitra keuangan untuk perusahaannya, bahwa Santander adalah [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":157541,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20024],"tags":[],"class_list":["post-351667","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-sportivo"],"acf":[],"contentshake_article_id":"","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v28.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Teori Hierarki Perilaku dalam Sponsor Olahraga: Learn, Feel, Do<\/title>\n<meta name=\"description\" content=\"Temukan bagaimana model Learn-Feel-Do menjelaskan mengapa sponsor olahraga membangun preferensi merek lebih baik dari alat lainnya. 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Contoh F1 dan MotoGP 2024.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/rtrsports.com\/id\/blog\/teori-hierarki-perilaku-dalam-sponsorship-olahraga-learn-feel-do\/\" \/>\n<meta property=\"og:site_name\" content=\"RTR Sports\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/RTRSportsMarketing\/\" \/>\n<meta property=\"article:author\" content=\"https:\/\/www.facebook.com\/rtrsportsmarketing\" \/>\n<meta property=\"og:image\" content=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/football-557565_1280-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1280\" \/>\n\t<meta property=\"og:image:height\" content=\"853\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Emanuele Venturoli\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@twitter.com\/RTR_motoGP\" \/>\n<meta name=\"twitter:site\" content=\"@rtrsports\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Emanuele Venturoli\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/id\\\/blog\\\/teori-hierarki-perilaku-dalam-sponsorship-olahraga-learn-feel-do\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/id\\\/blog\\\/teori-hierarki-perilaku-dalam-sponsorship-olahraga-learn-feel-do\\\/\"},\"author\":{\"name\":\"Emanuele Venturoli\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/id\\\/#\\\/schema\\\/person\\\/6db38b859a8be0e39a3fb94a2a7b0a24\"},\"headline\":\"Teori Hierarki Perilaku dalam Sponsorship Olahraga: Learn, Feel, Do\",\"datePublished\":\"2026-09-08T12:39:11+00:00\",\"dateModified\":\"2026-09-08T12:52:48+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/id\\\/blog\\\/teori-hierarki-perilaku-dalam-sponsorship-olahraga-learn-feel-do\\\/\"},\"wordCount\":1230,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/id\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/id\\\/blog\\\/teori-hierarki-perilaku-dalam-sponsorship-olahraga-learn-feel-do\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/rtrsports.com\\\/wp-content\\\/uploads\\\/2024\\\/07\\\/football-557565_1280-1.jpg\",\"articleSection\":[\"Marketing Sportivo\"],\"inLanguage\":\"id\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/rtrsports.com\\\/id\\\/blog\\\/teori-hierarki-perilaku-dalam-sponsorship-olahraga-learn-feel-do\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/id\\\/blog\\\/teori-hierarki-perilaku-dalam-sponsorship-olahraga-learn-feel-do\\\/\",\"url\":\"https:\\\/\\\/rtrsports.com\\\/id\\\/blog\\\/teori-hierarki-perilaku-dalam-sponsorship-olahraga-learn-feel-do\\\/\",\"name\":\"Teori Hierarki Perilaku dalam Sponsor Olahraga: Learn, Feel, Do\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/id\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/id\\\/blog\\\/teori-hierarki-perilaku-dalam-sponsorship-olahraga-learn-feel-do\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/id\\\/blog\\\/teori-hierarki-perilaku-dalam-sponsorship-olahraga-learn-feel-do\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/rtrsports.com\\\/wp-content\\\/uploads\\\/2024\\\/07\\\/football-557565_1280-1.jpg\",\"datePublished\":\"2026-09-08T12:39:11+00:00\",\"dateModified\":\"2026-09-08T12:52:48+00:00\",\"description\":\"Temukan bagaimana model Learn-Feel-Do menjelaskan mengapa sponsor olahraga membangun preferensi merek lebih baik dari alat lainnya. 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