Konsekuensi dari fan identification klub sepak bolaAbdillah Aktif
Info Katalog
File Repositori
Nomor Panggil : 2016_TA_MJ_02210005
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2016
Pembimbing 1 : Fatik Rahayu
Subyek : Purchase Intention
Kata Kunci : Fan identification, sponsor credibility, attitude toward sponsor, purchase intention, brand credibil
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2016_TA_MJ_022100005--BAB-1.pdf | ||
| 2. | 2016_TA_MJ_022100005-HALAMAN-JUDUL.pdf | ||
| 3. | 2016_TA_MJ_022100005--BAB-2.pdf |
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| 4. | 2016_TA_MJ_022100005--BAB-3.pdf |
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| 5. | 2016_TA_MJ_022100005--BAB-4.pdf |
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| 6. | 2016_TA_MJ_022100005--BAB-5.pdf |
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| 7. | DAFTAR-PUSTAKA.pdf | ||
| 8. | LAMPIRAN.pdf |
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S tudi ini bertujuan menganalisis konsekuensi dari fan identification yang mempengaruhi sponsor credibility, attitude toward sponsor dan purchase intention. Lalu sponsor credibility yang mempengaruhi attitude toward sponsor dan attitude toward sponsor yang mempengaruhi purchase intention. Data diperoleh dengan cara menyebarkan kuesioner kepada 200 orang penggemar klub sepak bola Persija Jakarta yang mempunyai produk bermerek League dan telah menonton pertandingan kandang Persija secara langsung di stadion minimal 3 kali. Kemudian usia responden minimal 17 tahun dengan pendidikan terakhir minimal SMA atau sederajat. Data yang digunakan adalah data cross-sectional dan menggunakan purposive sampling sebagai metode pengambilan sampel. Alat análisis yang digunakan adalah Structural Equation Modeling (SEM). Hasil pengujian hipotesis menunjukan terdapat pengaruh positif yang signifikan dari fan identification terhadap sponsor credibility dan purchase intention. Sedangkan fan identification tidak mempegaruhi secara positif attitude toward sponsor. Kemudian terdapat pengaruh positif yang signifikan sponsor credibility terhadap attitude toward sponsor dan attitude toward sponsor terhadap purchase intention.
T he purpose of this research is to analyze the consequences of fan identification which affect sponsor credibility, attitude toward sponsor and purchase intention. Then, sponsor credibility which affect attitude toward sponsor and attitude toward sponsor which affect purchase intention. The data was gathered using questionnaires and was collected from 200 respondent who fans of Persija Jakarta football club, which already had the product of brand League as Persija’s sponsor and minimum has watched 3 home game of Persija in stadium. Then the age of respondents at least 17 years old with minimum education is graduated from senior high school or equivalent. The data was using cross-sectional and the sampling method was using purposive sampling. This research were using Structural Equation Modeling (SEM) The finding in this research were : fan identification were significantly have positive effect toward sponsor credibility and purchase intention. While fan identification were not significantly have positive effect to attitude toward sponsor. Then were sponsor credibility significantly have positive effect to attitude toward sponsor and attitude toward sponsor significantly have positive effect to purchase intention.
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