Path: Top > Skripsi - D4 > 2017 > Jurusan Administrasi Niaga > Program Studi Manajemen Pemasaran > 2018
The Influence of Brand Image Toward Football Fan Loyalty: A Comparison Between Local Team and International Team
Skripsi, 006 / 2018 / MPI
Undergraduate Theses from JBPTPPOLBAN / 2018-10-24 15:02:30
Oleh : Dwi Irianto - 145264008 (mail.dwi.irianto@gmail.com)
Dibuat : 2018-10-24, dengan 4 file
Keyword : Football fan loyalty, brand image, Indonesia
The football industry has grown rapidly due to increased professionalism and commercialization. The acceleration of this industry is caused by the synergistic of ecosystem which consists of: media (broadcasting rights), sponsorship (brand promotion activity), fans (ticket sales & merchandise) and income distribution received from league competition. All elements in that ecosystem eventually become an income for a club. In general, European clubs and some American and Asian clubs have managed this ecosystem in integrated manner. From these elements, managing fan loyalty become an integral role to ensure that every other element can work well. As a country with a strong football culture and a fanatic fan base, Indonesia has an opportunity to make their football into a professional industry. However, this country has not been categorized into a group of developed football industry because there are still any teams depend on politicization through APBD funding as their majority of operational funds. In addition, the lack and unprofessional of club management to foster fans loyalty is also another objection to become professional and commercial football team. Therefore, beside the needs of optimal performance in running the competition every season, but club management also need to formulate a competitive approach strategy to increase the fan loyalty. Thus, this study tried to examine the factors forming fan loyalty toward local team and international team. To achieve the research objectives, this research was designed using exploratory analysis to determine the causality between the brand image and fan loyalty based on the theoretical framework that test empirically. The research data was collected through a survey of local and international team football fans residing in several cities in Indonesia. Data analysis will be operated by using the modeling and path analysis through Partial Least Square CBSEM. The results of this study indicate that in the local team fans context, variable benefits become a single factor in the formation of loyalty. It indicates that intangible outcomes are felt when supporting teams such as: interaction/socialization with other fans, leisure moments while supporting, and pride in supporting teams directly to the stadium. Those things play a central role in loyalty formation of local team fans. It also indicates that various categorical attributes such as the success or existence of star players are not the main factor to made them loyal to a team. Meanwhile, the results of this study revealed that for international team fans, both variable attributes and benefits affect simultaneously in the formation of fan loyalty. It means that the success, the star players and the important achievements of an international club are the factors that shape loyalty. In addition, the various moments that are shared with other fans such as watching together, discussing the club with fellow fans becomes a factor forming willingness to support to be loyal to a team. Keywords: Football fan loyalty, brand image, Indonesia.
Undergraduate Theses from JBPTPPOLBAN / 2018-10-24 15:02:30
Oleh : Dwi Irianto - 145264008 (mail.dwi.irianto@gmail.com)
Dibuat : 2018-10-24, dengan 4 file
Keyword : Football fan loyalty, brand image, Indonesia
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Deskripsi Alternatif :The football industry has grown rapidly due to increased professionalism and commercialization. The acceleration of this industry is caused by the synergistic of ecosystem which consists of: media (broadcasting rights), sponsorship (brand promotion activity), fans (ticket sales & merchandise) and income distribution received from league competition. All elements in that ecosystem eventually become an income for a club. In general, European clubs and some American and Asian clubs have managed this ecosystem in integrated manner. From these elements, managing fan loyalty become an integral role to ensure that every other element can work well. As a country with a strong football culture and a fanatic fan base, Indonesia has an opportunity to make their football into a professional industry. However, this country has not been categorized into a group of developed football industry because there are still any teams depend on politicization through APBD funding as their majority of operational funds. In addition, the lack and unprofessional of club management to foster fans loyalty is also another objection to become professional and commercial football team. Therefore, beside the needs of optimal performance in running the competition every season, but club management also need to formulate a competitive approach strategy to increase the fan loyalty. Thus, this study tried to examine the factors forming fan loyalty toward local team and international team. To achieve the research objectives, this research was designed using exploratory analysis to determine the causality between the brand image and fan loyalty based on the theoretical framework that test empirically. The research data was collected through a survey of local and international team football fans residing in several cities in Indonesia. Data analysis will be operated by using the modeling and path analysis through Partial Least Square CBSEM. The results of this study indicate that in the local team fans context, variable benefits become a single factor in the formation of loyalty. It indicates that intangible outcomes are felt when supporting teams such as: interaction/socialization with other fans, leisure moments while supporting, and pride in supporting teams directly to the stadium. Those things play a central role in loyalty formation of local team fans. It also indicates that various categorical attributes such as the success or existence of star players are not the main factor to made them loyal to a team. Meanwhile, the results of this study revealed that for international team fans, both variable attributes and benefits affect simultaneously in the formation of fan loyalty. It means that the success, the star players and the important achievements of an international club are the factors that shape loyalty. In addition, the various moments that are shared with other fans such as watching together, discussing the club with fellow fans becomes a factor forming willingness to support to be loyal to a team. Keywords: Football fan loyalty, brand image, Indonesia.
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| Properti | Nilai Properti |
|---|---|
| ID Publisher | JBPTPPOLBAN |
| Organisasi | |
| Nama Kontak | Erlin Arvelina |
| Alamat | Jl. Trsn. Gegerkalong Hilir Ds. Ciwaruga |
| Kota | Bandung |
| Daerah | Jawa Barat |
| Negara | Indonesia |
| Telepon | 022 201 3789 ext. 168, 169, 239 |
| Fax | 022 201 3889 |
| E-mail Administrator | erlin.arvelina@polban.ac.id |
| E-mail CKO | erlin.arvelina@polban.ac.id |
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- Supervisor: Drs. Dwi Suhartanto, MCM., Ph.D., Editor: Erlin Arvelina
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