Penguatan Identitas Budaya Supporter Sepak Bola Bandung

Abstract. Football supporters are an important element in shaping the atmosphere of matches and club identity, including in Bandung City with Persib Bandung as an iconic club. Supporter subcultures, such as casuals, not only show support at the stadium but also in aspects of daily life such as fashion, music, and social media. This research uses a qualitative method with a case study approach and constructivist paradigm to understand the strengthening of the cultural identity of Persib Bandung supporters through the fashion brand “Bandung Belong To Us” (BBTU) as part of urban culture. Data collection techniques include interviews, observation, and documentation.The results showed that BBTU strengthens the identity of Persib Bandung supporters in several ways. In fashion aspect, BBTU combines local identity with casual style that is relevant for supporters. In music, collaboration is used as a medium of identity expression, a forum for criticism, and support for local music communities. Meanwhile, socially, BBTU elevates the image of supporters, unites local identity with the community, builds emotional bonds, and strengthens the community with the concept of lifestyle. This research provides insight into how supporter culture is not only formed in the stadium but also develops through other media that strengthen their collective identity. Abstrak. Supporter sepak bola merupakan elemen penting dalam membentuk atmosfer pertandingan dan identitas klub, termasuk di Kota Bandung dengan Persib Bandung sebagai klub ikonik. Subkultur supporter, seperti casual, tidak hanya menunjukkan dukungan di stadion tetapi juga dalam aspek kehidupan sehari-hari seperti fashion, musik, dan media sosial. Penelitian ini menggunakan metode kualitatif dengan pendekatan studi kasus dan paradigma konstruktivis untuk memahami penguatan identitas budaya supporter Persib Bandung melalui brand fashion "Bandung Belong To Us" (BBTU) sebagai bagian dari urban culture. Teknik pengumpulan data meliputi wawancara, observasi, dan dokumentasi.Hasil penelitian menunjukkan bahwa BBTU memperkuat identitas supporter Persib Bandung melalui beberapa cara. Dalam aspek fashion, BBTU memadukan identitas lokal dengan gaya casual yang relevan bagi supporter. Dalam musik, kolaborasi dijadikan media ekspresi identitas, wadah kritik, serta dukungan bagi komunitas musik lokal. Sementara itu, secara sosial, BBTU mengangkat citra supporter, menyatukan identitas lokal dengan komunitas, membangun ikatan emosional, serta memperkuat komunitas dengan konsep lifestyle. Penelitian ini memberikan wawasan tentang bagaimana budaya supporter tidak hanya terbentuk di stadion tetapi juga berkembang melalui media lain yang memperkuat identitas kolektif mereka.