FACTORS IN PURCHASE INTENTION OF FOREIGN SOCCER CLUB JERSEY

Abstract

: One of the funding sources for a soccer club comes from sales of soccer jersey. Indonesia is categorized as the potential market for world class soccer club in selling their jersey since most of their fans are Indonesian. The objective of this research is to specify the dominant factors in foreign soccer jersey purchase intention by adopting purchase intention theory with product quality, product design, marketing, team performance, perceived pride, and social influence as the variables used. Questionnaire is distributed personally to the soccer jersey buyers and users that study or/and work in Cikarang Utara, Indonesia by using purposing sampling method. The data obtained is analyzed with factor analysis method to get the dominant factors. The result found four dominant factors namely Soccer Club’s Impression, Fans Devotion, Pride of Fans Identity, and Attachment of Favourite Player.menjual jersey mereka karena sebagian besar penggemar mereka adalah orang Indonesia. Penelitian ini bertujuan untuk mengetahui faktor dominan dalam niat beli jersey sepak bola asing dengan mengadopsi teori niat beli dengan kualitas produk, desain produk, pemasaran, kinerja tim, kebanggaan yang dirasakan, dan pengaruh sosial sebagai variabel yang digunakan. Kuesioner dibagikan secara pribadi kepada pembeli dan pengguna jersey bola yang belajar atau/dan bekerja di Cikarang Utara, Indonesia dengan menggunakan metode purposing sampling. Data yang diperoleh dianalisis dengan metode analisis faktor untuk mendapatkan faktor dominan. Hasil penelitian menemukan empat faktor dominan yaitu Kesan Klub Sepak Bola, Pengabdian Penggemar, Kebanggaan Identitas Penggemar, dan Keterikatan Pemain Favorit.

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