Pengaruh Perceived Value Dan Team Identification Terhadap Purchase Intention Licensed Merchandise Klub Persebaya

Nugroho, Muhammad Fahmi (2021) Pengaruh Perceived Value Dan Team Identification Terhadap Purchase Intention Licensed Merchandise Klub Persebaya. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Sepakbola adalah olahraga yang paling digemari di Indonesia. Survei yang dilakukan oleh Nielsen Sports menunjukan bahwa sepakbola menempati peringkat kedua sebagai olahraga terpopuler di Indonesia. Industri sepakbola semakin berkembang dan membuat sebuah klub sepakbola melakukan segala cara untuk terus bertahan, salah satunya dengan mengatur pendapatan klub itu sendiri. Terdapat beberapa pos pemasukan sebuah klub, menurut Annual Review of Football Finance yang dilakukan oleh Deloitte menunjukan bahwa sponsorship/commercial (licensed merchandise, hak atas stadion, iklan dan promosi) menempati posisi kedua dalam besaran pemasukan klub dengan besaran persentase 27%. Namun, di Indonesia masih minim sekali studi yang meneliti tentang pengaruh perceived value dan team identification terhadap purchase intention licensed merchandise. Hal ini mungkin dikarenakan masih terbatasnya pemahaman tentang perceived value, team identification, purchase intention dan licensed merchandise. Penelitian ini menggunakan kuesioner online dan dianalisis menggunakan PLS-SEM. Penelitian ini menggunakan kuesioner online dengan jumlah reponden 1.029. Hasil menunjukan bahwa perceived value dan team identification berpengaruh positif terhadap purchase intention, serta symbolic dan peer influence berpengaruh positif terhadap perceived value. Implikasi manajerial dapat diterapkan pihak Persebaya adalah memanfaatkan fitur ads pada media sosial dengan fokusan wilayah Jawa Timur, hingga membuat beberapa konten marketing yang bertujuan untuk meningkatkan penjualan produk licensed merchandise Persebaya. ====================================================================================================== Football is the most popular sport in Indonesia. Nielsen Sports conducted surveys showed that football occupies the rank second as a sport popular in Indonesia. The football industry is growing and making a football club do everything it can to continue to survive. One of them is trying to set the revenue of the club. Although, there are several post revenue a club, according to the Annual Review of Football Finance conducted by Deloitte showed that the sponsorship/commercial (licensed merchandise, right above the stadium, advertising, and promotion) occupies the position of second in the amount of revenue the club with the amount of 27% percentage. However, Indonesia still lacks a study that examined the effect of perceived value and team identification to purchase intention of licensed merchandise. They probably lack understanding about perceived value, team identification, purchase intention, and licensed merchandise. The study was using an online questionnaire and was analyzed using PLS-SEM. This study used an online questionnaire with a total of 1,029 respondents. The results show that perceived value and team identification positively affect purchase intention, and symbolic and peer influences positively affect perceived value. The managerial implication that Persebaya can apply is to use the ads feature on social media with a focus on the East Java region to create some marketing content that aims to increase sales of Persebaya licensed merchandise products.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Licensed Merchandise, Perceived Value, Persebaya, Purchase Intention, Team Identification
Subjects: H Social Sciences > HB Economic Theory > HB615 Entrepreneurship.
H Social Sciences > HC Economic History and Conditions
H Social Sciences > HC Economic History and Conditions > HC108 Market surveys.
H Social Sciences > HD Industries. Land use. Labor > HD108 Classification (Theory. Method. Relation to other subjects )
H Social Sciences > HD Industries. Land use. Labor > HD31 Management--Evaluation
Divisions: Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User: Muhammad Fahmi Nugroho
Date Deposited: 02 Aug 2021 01:57
Last Modified: 02 Aug 2021 01:57
URI: https://repository.its.ac.id/id/eprint/84659

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