Affandi, Muhammad Ali (2019) Faktor-Faktor yang Memengaruhi Niat Berpartisipasi Milenial dalam Mega Event Project Asian Games 2018. Masters thesis, Institut Teknologi Sepuluh November.
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Abstract
Kesuksesan penyelenggaraan proyek mega event Asian Games 2018 didukung oleh
partisipasi masyarakat, terutama generasi milenial. Selain itu, biaya iklan yang cukup
besar membuat tanda tanya besar apakah iklan tersebut cukup efektif dalam memengaruhi
sikap dan niat partisipasi pada milenial. Keterkaitan penyelenggaraan major sport event
dengan Manajemen Proyek dan Manajemen Pemasaran telah banyak diteliti pada jurnaljurnal
terdahulu, namun belum ada yang meneliti secara komprehensif. Penelitian ini
bertujuan untuk menginvestigasi faktor-faktor apa saja yang mempengaruhi niat
berpartisipasi (IB) Milenial di Mega Event dengan pendekatan Extended Theory of
Planned Behavior (TPB) di Indonesia. Dalam mencapai tujuan tersebut, diiinvestigasi
beberapa faktor seperti: Advertising Creativity (AC), Sikap terhadap Iklan (AA), Sikap
terhadap Acara (EA), Subjective Norms (SN), Perceived Behavior Control (PBC),
Keterlibatan (I), dan Niat Partisipasi (IB). Penelitian ini menggunakan sampel sebanyak
347 responden yang bertujuan mengumpulkan data primer dan berdasarkan metode
convenience sampling. Analisa yang digunakan adalah Structural Equation Modelling
(SEM) karena kompleksnya model penelitian. Hasil temuan pada penelitian ini adalah
variabel keterlibatan, Subjective Norms dan Perceived Behavior Control berpengaruh
secara signifikan pada niat partisipasi. Selain itu ditemukan bahwa, Advertising Creativity
berpengaruh pada sikap terhadap iklan, dan memiliki dampak tidak langsung pada sikap
pada Acara. Namun, ketiga variabel tersebut tidak memiliki hubungan yang signfikan
terhadap niat partisipasi milenial pada Asian Games. Implikasi pada penelitian ini
menyediakan review terhadap praktisi, akademisi, pemerintah dan menempatkan refleksi
kedepan mengenai pengembangan industri olahraga.
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It is well known that the level of community participation supports the success of a mega
event project. Also, the amount of advertising costs when the mega event project forms a
big question as to whether the effectiveness of advertising affects the attitudes and
intentions of consumers towards advertising and events. The linkage between the
implementation of a major sport event with Project Management and Marketing
Management has been extensively studied in previous journals, but has not yet been
comprehensively researched. This study is concerned with the investigation of the factors
that influence the behavioral intention of Millenials to participate in Mega Events based
on the Extended Theory of Planned Behavior (TPB) in Indonesia. To achieve this aim, it
is investigated a set of factors: Subjective Norms (SN), Advertisement Attitude (AA),
Event Attitudes (EA), Perceived Behavior Control (PBC), Advertising Creativity (AC) and
Involvement (I). This study developed and distributed to a sample of 347 respondents to
collect primary data, and was based on a convenience sample. Due to complex research
model, it is used Structural Equation Modelling (SEM) to analyze the research. The result
of this research conclude that Involvement, Subjective Norms and Perceived Behavior
Control have a positive effect towards intention to participate in Asian Games. In other
hand, Advertising Creativity have a positive effect towards advertisement attitude and
indirect effect to event attitudes. However, those three variables has no effect towards
intention to participate. The implication of this research is aimed to provide a review to
practicitioner, scholar, government and put forward reflection on the development of the
sports industry.
| Item Type: | Thesis (Masters) |
|---|---|
| Additional Information: | RTMT 658.404 Aff f |
| Uncontrolled Keywords: | Asian Games, Milenial, Extended Theory of Perceived Behavior (TPB),Structural Equation Modeling (SEM). |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HD Industries. Land use. Labor > HD30.28 Planning. Business planning. Strategic planning. H Social Sciences > HD Industries. Land use. Labor > HD31 Management--Evaluation H Social Sciences > HD Industries. Land use. Labor > HD56.25 Industrial efficiency--Measurement. Industrial productivity--Measurement. |
| Divisions: | 61101-Magister Management Technology |
| Depositing User: | Muhammad Ali Affandi |
| Date Deposited: | 27 May 2021 08:26 |
| Last Modified: | 27 May 2021 08:26 |
| URI: | http://repository.its.ac.id/id/eprint/60187 |
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