Faktor-Faktor yang Memengaruhi Niat Berpartisipasi Milenial dalam Mega Event Project Asian Games 2018

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. ================================================================================== 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: https://repository.its.ac.id/id/eprint/60187

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