Anteseden dari brand evangelism terhadap aspek focal dan rival brand; studi kasus pada fans klub sepak bola Manchester United

Merissa, Merissa and Richard, Richard (2020) Anteseden dari brand evangelism terhadap aspek focal dan rival brand; studi kasus pada fans klub sepak bola Manchester United. Masters thesis, Universitas Pelita Harapan.

	Text (Title) Title (Merissa & Richard).pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (837kB)
Preview	Text (Abstract) ABSTRACT (Merissa & Richard).pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (478kB) | Preview
Preview	Text (ToC) ToC (Merissa & Richard).pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (925kB) | Preview
Preview	Text (Chapter1) Chapter1 (Merissa & Richard).pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (919kB) | Preview
	Text (Chapter2) Chapter2 (Merissa & Richard).pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
	Text (Chapter3) Chapter3 (Merissa & Richard).pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (970kB)
	Text (Chapter4) Chapter4 (Merissa & Richard).pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (2MB)
	Text (Chapter5) Chapter5 (Merissa & Richard).pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (0B)
	Text (Bibliography) Bibliography (Merissa & Richard).pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (0B)
	Text (Appendices) Appendices (Merissa & Richard).pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (0B)

Abstract

Industri sepak bola merupakan salah satu industri olahraga dengan nilai ekonomi besar yang dihasilkan dari jumlah penonton, sponsorship, hak siar, merchandise, dan sebagainya. Persaingan yang ketat pada brand klub sepak bola melibatkan fans club dalam pemasaran brand tersebut. Indonesia tercatat sebagai base fans sepak bola terbesar menjadi populasi yang menarik dan relevan untuk diteliti dalam konteks brand evangelism dan antesedennya, namun belum banyak ditemukan model penelitian yang menguji sekaligus intensi fans pada focal dan rivalry brand. Tujuan penelitian ini adalah untuk menguji model brand evangelism yang dimodifikasi dari penelitian terdahulu, dengan self brand identification, brand community identification dan brand loyalty sebagai anteseden dari customer intention. Selanjutnya efek pada intensi perilaku positif terhadap focal brand dilihat pada intention to follow social media Instagram dan intention to buy merchandise, sedangkan intensi perilaku negatif terhadap rival brand pada desire to harm dan trash talking. Adapun responden penelitian adalah fans dari Manchester United FC di Indonesia yang mempunyai persepsi klub rival adalah Manchester City FC. Dari purposive sampling didapatkan 410 sample yang layak, selanjutnya data diperoleh melalui kuesioner online dengan skala likert. Data dianalisa dengan metode PLS-Structural Equation Modeling (SEM) dengan SmartPLS 3.2.8. Hasil penelitian ini menunjukkan pengaruh langsung yang kuat dari Self Brand Identification, Brand Community Identification dan Brand Loyalty terhadap Intention to Buy Merchandise. Dari aspek intensi negatif, Brand Community Identifciation mempunyai pengaruh langsung pada Trash Talking, sedangkan Desire to Harm mampu memediasi pengaruhnya terhadap Trash Talking. Model hasil penelitian menunjukkan nilai explanatory yang substantial dan nilai prediktif yang kuat. Temuan penelitian ini memberikan manfaat manajerial termasuk saran untuk mengelola media sosial klub sepak bola. / Football industry is sport industry with large economic values coming from number of audiences, sponsorship, broadcast right, merchandise, etc. Intense competition on football club brands involve fans club during the promotion of that brands. Indonesia recorded as the biggest football club fans base who become an interesting and relevant population to be researched in brand evangelism context and the antecedent, however not yet found research model who test intention of fans towards focal and rivalry brand. The purpose of this research is to test brand evangelism model which modified from previous research, with self brand identification, brand community identification and brand loyalty as antecedent of customer intention. The impact on positive behaviour intention towards focal brand on intention to follow social media Instagram and intention to buy merchandise, while the impact on negative behaviour intention towards rival brand on desire to harm and trash talking. Respondent is fans of Manchester United FC in Indonesia who had the perception of rival clubs as Manchester City FC. From purposive sampling, obtained 410 eligible samples through online questioner with likert scale, deployed by SmartPLS 3.2.8 to analyse the data. The result is there is significant direct influence from Self Brand Identification, Brand Community Identification and Brand Loyalty towards Intention to Buy Merchandise. From negative intention aspect, Brand Community Identification has direct effect to Trash Talking, while Desire to Harm able to mediate its influence towards Trash Talking. The research model shows substantial explanatory value and strong predictive value. The findings of this study provide managerial benefit, including suggestions for managing social media for football club.

Actions (login required)

View Item