Sandy, Teddy Pebrian Kurnia and Drs. Sunaryo, SE., M.Si., Ph.D. and Radityo Putro Handrito, SE., M.M., Ph.D. (2024) Pengaruh Team Brand Image Terhadap Fan Loyalty: Satisfaction Sebagai Mediasi Dan Team Performance Sebagai Moderasi (Studi Pada Tim Sepakbola Liga 1). Magister thesis, Universitas Brawijaya.
Abstract
Penelitian ini berfokus pada perilaku loyalitas suporter klub sepakbola di Liga 1 Indonesia. Tujuan penelitian ini adalah menguji dan menganalisis lebih lanjut mengenai peran mediasi satisfaction dan peran moderasi team performance dalam pengaruh team brand image terhadap fans loyalty. Populasi pada penelitian ini adalah 4 suporter tim sepakbola di Jawa Timur yang pernah menonton pertandingan sepakbola minimal 2 kali. Jumlah sampel pada penelitian ini sebanyak 248 responden dengan menggunakan metode purposive sampling. Teknik analisis yang digunakan adalah Partial Least Square (PLS) menggunakan Aplikasi SmartPLS 3. Hasil penelitian ini menunjukkan bahwa pengaruh langsung team brand image berpengaruh signifikan terhadap fan loyalty. Team brand image berpengaruh signifikan terhadap satisfaction. Satisfaction berpengaruh terhadap fan loyalty. Pengaruh tidak langsung melalui satisfaction menunjukkan peran mediasi partial diantara pengaruh team brand image terhadap fan loyalty. Pengaruh tidak langsung melalui team performance menunjukkan peran moderasi tidak penuh diantara pengaruh team brand image terhadap satisfaction.
English Abstract
This research focuses on the loyalty behavior of soccer team supporters in Indonesia’s Liga 1. The objective is to further assess and analyze the mediating role of satisfaction and the moderating role of team performance in the effects of team brand image on fans loyalty. The populations are four supporter groups of soccer teams in East Java who have watched the match at least twice. Using purposive sampling, 248 people were selected as the respondents. The data analyses were performed using Partial Least Squares (PLS) in SmartPLS 3. This study finds that team brand image directly has significant impact on fan loyalty, that team brand image significantly influences satisfaction, and that satisfaction affects fan loyalty. Furthermore, the indirect influence through team performance shows that the moderating role is not full between the relationship between team brand image and satisfaction
| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | 0424020010 |
| Uncontrolled Keywords: | Team Brand Image, Fan Loyalty, Satisfaction, Team Performance |
| Divisions: | S2/S3 > Doktor Ilmu Manajemen, Fakultas Ekonomi dan Bisnis |
| Depositing User: | Unnamed user with username nova |
| Date Deposited: | 27 May 2024 06:49 |
| Last Modified: | 27 May 2024 06:49 |
| URI: | http://repository.ub.ac.id/id/eprint/219225 |
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