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The Consumer Motivation in Buying Football Merchandise and Its Impact on Impulse Buying Behavior
Andipa Galuh Noersyeha (2018) | Skripsi | Manajemen
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Football has become a popular sport throughout the world, even its popularity is far superior to other sports such as basketball and volleyball. Things like that are used by everyone to earn income from this football field, including selling soccer merchandise starting from selling clothes, scarves, jersey, and other accessories. Football merchandise sales in Europe have become an influential source of income for the life of a club. This phenomenon was started by several clubs in Indonesia to earn more income than sell merchandise. With a large football support base in Indonesia, researchers want to analyze a person's purchase motives from hedonic motives and utilitarian motives that influence someone's drive to buy and visit merchandise football shops in Indonesia. This study aims to determine whether these two motives can influence the purchase of impulses and which motives tend to be more powerful in influencing one's impulse purchases. The data in this study were obtained from the results of distributing questionnaires to 382 respondents who had experience shopping for merchandise football in Indonesia. The research method used is descriptive, regression, and ANOVA statistical analysis using SPSS 22 to determine the effect of both motives on impulsive purchases. The results obtained from this study indicate that buying motives affect impulse buying in influencing the purchase of merchandise football in Indonesia. Keywords: Buying motive, Football merchandise, hedonic motive, impulse buying, utilitarian motive.