FACTORS IN PURCHASE INTENTION OF FOREIGN SOCCER CLUB JERSEY

Abstract

Soccer has become the world‟s most popular sport. For the soccer club, the funding comes from several sources, one of them is the sales of soccer jersey. This phenomenon leads great opportunities for the soccer club in the worldwide to increase the number of soccer club‟s jersey‟s sales. Indonesia is categorized as the potential market for world class soccer club in selling their jersey since most of their fans are Indonesian. The objective of this research is to specify the dominant factors in foreign soccer jersey purchase intention by adopting purchase intention theory with product quality, product design, marketing, team performance, perceived pride, and social influence as the variables used. Questionnaire is distributed online to soccer jersey buyers and user that study or/and work in Jabodetabek, Indonesia and using purposive sampling method. The data obtained is analyzed with factor analysis method by using Statistical Package for Social Science (SPSS) version 21.0. The result found two dominant factors namely Social Identity of Soccer Fans and Performance Identification.