[ABSTRAK
Penelitian ini bertujuan untuk mengetahui bagaimana proses pemasaran produkprodukcult brand dengan word of mouth. Konsep utama cult brand adalah kesetiaanterhadap suatu brand / merek, sedangkan konsep utama word of mouth adalahkomunikasi berupa pembicaraan maupun testimonial yang dilakukan orang yangmembicarakan suatu produk atau jasa. Hal-hal yang juga terkait dengan penelitian iniadalah mengenai fanatisme dalam sepakbola, brand sepakbola sebagai cult brand,jersey sepakbola sebagai simbol sepakbola, serta komunitas dalam sepakbola. Metodeyang digunakan dalam penelitian ini adalah kualitatif dengan narasumber penjual danpemilik jersey yang seluruhnya tergabung dalam komunitas Jersey Forumotion.Kesimpulan utama dari penelitian ini adalah mengenai komunitas dan viral marketingyang merupakan bentuk penyampaian word of mouth yang tepat bagi pemasaranproduk-produk cult brand, khususnya pada penjualan jersey sepakbola.

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ABSTRACT
The objective of this research is to identify the marketing process of cult brandproducts through word of mouth. The main concept of ?cult brand? is the loyaltytowards a particular brand while the main concept of ?word of mouth? iscommunication in the form of either conversation or testimonial conducted by personconversing about a particular product or service. Also related to this research is thefanaticism in Football, Football brand as cult brand, Football jersey as Footballsymbol as well as community in Football. Qualitative research method is employed inthis research with sellers and owners of jerseys?all of them members JerseyForumotion community?as interviewees. The main conclusion of this research isabout the community and viral marketing, which are forms of word of mouth suitablefor the purpose of cult brand products marketing, particularly on Football jersey sales, The objective of this research is to identify the marketing process of cult brandproducts through word of mouth. The main concept of ‘cult brand’ is the loyaltytowards a particular brand while the main concept of ‘word of mouth’ iscommunication in the form of either conversation or testimonial conducted by personconversing about a particular product or service. Also related to this research is thefanaticism in Football, Football brand as cult brand, Football jersey as Footballsymbol as well as community in Football. Qualitative research method is employed inthis research with sellers and owners of jerseys—all of them members JerseyForumotion community—as interviewees. The main conclusion of this research isabout the community and viral marketing, which are forms of word of mouth suitablefor the purpose of cult brand products marketing, particularly on Football jersey sales]