Tien Sumarlijati, Cynthia Puteri Suprihanta, Ilham Teguh Setiawan


: One of the funding sources for a soccer club comes from sales of soccer jersey. 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 personally to the soccer jersey buyers and users that study or/and work in Cikarang Utara, Indonesia by using purposing sampling method. The data obtained is analyzed with factor analysis method to get the dominant factors. The result found four dominant factors namely Soccer Club’s Impression, Fans Devotion,  Pride of Fans Identity, and Attachment of Favourite Player.

menjual jersey mereka karena sebagian besar penggemar mereka adalah orang Indonesia. Penelitian ini bertujuan untuk mengetahui faktor dominan dalam niat beli jersey sepak bola asing dengan mengadopsi teori niat beli dengan kualitas produk, desain produk, pemasaran, kinerja tim, kebanggaan yang dirasakan, dan pengaruh sosial sebagai variabel yang digunakan. Kuesioner dibagikan secara pribadi kepada pembeli dan pengguna jersey bola yang belajar atau/dan bekerja di Cikarang Utara, Indonesia dengan menggunakan metode purposing sampling. Data yang diperoleh dianalisis dengan metode analisis faktor untuk mendapatkan faktor dominan. Hasil penelitian menemukan empat faktor dominan yaitu Kesan Klub Sepak Bola, Pengabdian Penggemar, Kebanggaan Identitas Penggemar, dan Keterikatan Pemain Favorit. 

Full Text:



Alas, R., Übius, U., Lorents, P., & Matsak, E. (2017). Corporate Social Responsibility In European And Asian Countries. Jurnal Manajemen Bisnis Dan Inovasi (JMBI) UNSRAT Vol. 4 No. 1

Broughton. (2012). Survey: Social Media Continues to Fuel Fans. Street and Smith’s Sports Business Journal, 15(13), 24.

Browning, B., & Sanderson, J. (2012). The Positives and Negatives of Twitter: Exploring How Student-Athletes Use Twitter and Respond to Critical Tweets. International Journal of Sport Communication, 5(4), 503–521.

Central Intelligence Agency. (2017). World Factbook. https://www.cia.gov/library/publications/the-world

Decrop, A., & Derbaix, C. (2010). Pride in Contemporary Sport Consumption: A Marketing Perspective. Journal of the Academy of Marketing Science, 38(5), 586–603. https://doi.org/10.1007/s11747-009-0167-8

Eagleman, N. A. (2013). Acceptance, Motivations, and Usage of Social Media as a Marketing Communications Tool Amongst Employees of Sport National Governing Bodies. Sport Management Review, 16(4), 488–497.

FIFA. (2018). FIFA/Coca Cola World Ranking. https://www.fifa.com/fifa-world-ranking/ranking-table/men/#AFC

Footballdatabase.com. (2018). Persib Bandung. https://footballdatabase.com/clubs-ranking/persib-bandung

Hawkins, D. I., & Mothersbaugh, D. L. (2010). Building Marketing Strategy Consumer Behavior.

Hyman, H. H. (1942). The Psychology of Status.

Kim, M. S., James, J., & Kim, M. S. (2016). The theory of planned behaviour and intention of purchase sport team licensed merchandise. https://doi.org/10.1108/SBM-02-2014-0005

Kompas. (2010). Indonesia, Penggemar Bola Terbanyak Se-Asia Pasifik. https://bola.kompas.com/read/2010/06/10/15121934/I

Kompasiana.com. (2015). Indonesia Basis Penggemar Terbesar Klub Elit Eropa di Dunia. https://www.kompasiana.com/firdaus.amyar/552c21a46

Kotler, P., & Armstrong, G. (2018). Principles of Marketing.

Maoyan, Zhujunxuan, & Sangyang. (2014). Consumer Purchase Intention Research Based on Social Media Marketing. 5(10), 92–97.

Matchett. (2017). Ranking the Most Entertaining Leagues in World Football.

Mojambo, G. A., Tulung, J. E., & Saerang, R. T. (2020). The Influence of Top Management Team (TMT) Characteristics Toward Indonesian Banks Financial Performance During the Digital Era (2014-2018). JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi)., 7(1).

Ngan, H. M. K., Prendergast, G. P., & Tsang, A. S. L. (2012). Linking Sports Sponsorship with Purchase Intentions. https://doi.org/10.1108/03090561111111334

Nielsen Sport. (2016). Indonesia Penggemar Bola Nomor Dua di Dunia. https://databoks.katadata.co.id/datapublish/2016/1

Özer, A., & Argan, M. (2016). Licensed Team Merchandise Buying Behavior : A Study on Turkish Fans. April 2016.

Parganas, P., Anagnostopoulos, C., & Chadwick, S. (2017). Effects of social media interactions on brand associations: A comparative study of soccer fan clubs. International Journal of Sports Marketing and Sponsorship, 18(2), 149–165. https://doi.org/10.1108/IJSMS-05-2017-087

Pialasudirman.com. (2016). 9 Alasan Kenapa Orang Indonesia Lebih Suka Mendukung Tim Luar Negeri. http://www.pialasudirman.com/opini/9-alasan-kenapa-orang-indonesia-lebih-suka-mendukung-tim-luar-negeri/#

Ruswanti, E., Herlambang, B., & Januarko, M. U. (2016). The Effect of Brand , Design , and Price on Intention to Purchase Mediated by Quality Perception at Sport Shoes X. 19(2), 249–258. https://doi.org/10.14414/jebav.v19i2.458

Salas, E., Cooke, N. J., & Rosen, M. A. (2008). Human Factors : The Journal of the Human Factors and Ergonomics Society. https://doi.org/10.1518/001872008X288457

Shaharudin, M. R., Mansor, S. W., Hassan, A. A., Omar, M. W., & Harun, E. H. (2011). The relationship between product quality and purchase intention : The case of Malaysia ’ s national motorcycle / scooter manufacturer. 5(20), 8163–8176. https://doi.org/10.5897/AJBM11.267

Socialbakers.com. (2018). Facebook Sport Club stats - Indonesia Fans Only Sport Club. https://www.socialbakers.com/statistics/facebook/pages/local/indonesia/sport/sport-club/

Srivastava. (2015). Analyzing The Importance of Shirt Sales to A Football Club. https://www.sportskeeda.com/football/looking-impor

Swee, B., & Chew, S. (2016). The Role of Social Influence in Purchasing Sports Apparel. December, 275–284.

Tai, J. L. S. W. (2009). Determinants of Product Quality Perceptions and Their Application to Marketing Standardisation.

Visetvithsakul, N., & Techakittiroj, R. (2015). Factors Affecting Thai Football Fans’ Purchase Intention Towards Thailand’s Premier League Club. 9, 153–158.

Xihao, H., & Yang, J. (2007). Social Influence on Consumers’ Purchasing Behavior and Related Marketing Strategy -- A Cross– Nation Comparative Study. 1332–1343.

DOI: https://doi.org/10.35794/jmbi.v8i3.35661


  • There are currently no refbacks.

View My Stats


 Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.