Factor Analysis Of The Influence Of Arema Supporter Brand Loyalty (Confirmatory Factor Analysis Study In Aremania)

Kusuma, Iriene Muharani and Nufian Susanti Febriani, S.I.Kom., M.I.Kom (2017) Factor Analysis Of The Influence Of Arema Supporter Brand Loyalty (Confirmatory Factor Analysis Study In Aremania). Sarjana thesis, Universitas Brawijaya.

Abstract

Loyalitas suporter pada brand klub sepak bola merupakan sebuah hal yang positif karena selain berfungsi sebagai pemberi dukungan juga dapat menjadi sebuah komoditas. Pemain sepak bola, pelatih, seragam, stadion, dan asosiasi klub merupakan satu kesatuan komponen merek yang mendasar bagi pendukung sepak bola untuk mengembangkan kesetiaan (brand loyalty) terhadap klub sepak bola. Kesetiaan dan kecintaan Aremania membuat mereka selalu mengikuti tiap pertandingan, kegiatan serta mengenakan atribut yang digunakan klub Arema. Fenomena tersebut membuktikan loyalitas supporter dapat menyokong pendapatan klub. Terdapat beberapa faktor yang dapat mempengaruhi brand loyalty yang menjadi 8 variabel penelitian ini yaitu faktor kesamaan ideologi, faktor historis, faktor brand image, faktor brand management, faktor brand associations, faktor media massa, faktor entertainment value, dan faktor kecerdasan emosional. Penelitian ini bertujuan untuk melihat faktor manakah yang paling dominan mempengaruhi brand loyalty para Aremania. Peneliti mengadopsi metode kuantitatif dengan analisis Confirmatory Factor Analysis (CFA) yang dilanjutkan dengan regresi berganda. Melalui 100 responden, peneliti mendapatkan data yang kemudian dilakukan analisis faktor yang menghasilkan 13 kelompok faktor baru dengan melakukan 7 eliminasi item. Faktor tersebut diberikan nama baru sesuai item pembentuknya. Kemudian 13 faktor tersebut masuk ke tahap regresi berganda dan uji asumsi klasik. Dan hasil dari penelitian ini menujukan 7 faktor tidak berpegaruh signifikan terhadap brand loyalty, sedangkan 6 faktor berpengaruh signifikan terhadap brand loyalty. Faktor tersebut adalah kesamaan visi dan kepercayaan, kreatifitas klub, karakteristik suporter, solidaritas dan motivasi suporter, informasi media dan dukungan, kemampuan menjalin hubungan melalui manjemen yang berpengaruh signifikan terhadap brand loyalty. Pendalaman akan aspek faktor tersebut nantinya sangat bermanfaat untuk menyusun startegi branding Arema untuk meningkatkan loyalitas Aremania.

English Abstract

Supporters’ loyalty to a football club’s brand was really positive because it is not only a form of supporting but also as a commodity. Football players, coaches, jerseys, stadium, and club association are all parts of a very basic brand component for the football supporters to develop their loyalty for the club. Aremania’s loyalty and love made them always follow every Arema’s game, event, and wear Arema’s attributes. This phenomenon showed that supporters’ loyalty can help the club’s finance. There were eight factors that can influence the brand loyalty, which are: ideological similarity, historical factor, brand image factor, brand management factor, brand association factor, mass media factor, entertainment value factor, and emotional intelligence factor. This study was conducted to see which factor is the most dominant to influence Aremania’s brand loyalty. This study used quantitative method with Confirmatory Analysis Factor which was followed by multiple regression. The data gathered from 100 respondents were analyzed using factor analysis. Based on the result, there were 13 new factor groups and 7 items were eliminated. Next, the 13 new factors were processed by using multiple regression and classic assumption test. The result of this study showed that 7 factors did not have significance influence to the brand loyalty while 6 factors are significant to the brand loyalty. Those factors which were significant to the brand loyalty were vision and believe similarity, club’s creativity, supporters’ characteristics, supporters motivation and solidarity, media information and supports, the ability to maintain relationship through management. An in-depth study towards those factors was really beneficial for Arema to plan its brand strategy in order to improve Aremania’s loyalty.

Item Type:	Thesis (Sarjana)
Identification Number:	SKR/FIS/2017/1150/051800568
Uncontrolled Keywords:	Loyalitas merek, Supporter, Aremania, Analisis Faktor, Brand loyalty, Supporter, Aremania, Factor analysis
Subjects:	600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.83 Market research > 658.834 Consumer research > 658.834 3 Consumer attitudes, preferences, reactions
Divisions:	Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi
Depositing User:	Nur Cholis
Date Deposited:	02 Feb 2018 07:40
Last Modified:	23 Aug 2022 06:47
URI:	http://repository.ub.ac.id/id/eprint/8706

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