Proposed Marketing Strategy for Sustainable Growth of Persib Official Store

PT Persib Bandung Bermatabat is in charge of the football club Bandung, which one Indonesia’s teams. The Official Store, located at Graha Persib, 3rd floor, Jalan Sulanjana No. 17 managed and sold by PT. Bermatabat. Store sells merchandise divided into three product categories: Fashion, Jersey, Accessories. issue that arises this business sales fluctuate from January to June 2022. As a result, purpose study learn about Store’s situation recommend best marketing strategy for increasing becoming more competitive industry’s development.The research method uses qualitative methods. Qualitative methods are used obtain primary data make observations in-depth interviews with supporters. collection then internal external analysis. Internal analysis gather information conditions using Marketing Mix 4P analysis, STP, VRIO while Porter’s five forces competitor customer determine factors industry. Furthermore, after carrying out researcher SWOT found company’s weaknesses, namely lack optimal social media strategies. conducting TOWS solution present new having team digital optimizing their increase awareness purchase intention.