Post on 25-Nov-2021
THE CONSUMER MOTIVATION IN BUYING FOOTBALL
MERCHANDISE AND ITS IMPACT ON IMPULSE BUYING
BEHAVIOR
This Final Project is structured to fulfill one of the requirements for completing the education of DIV Program of International Marketing Management
Department of Business Administration
By:
Andipa Galuh Noersyeha
145264003
POLITEKNIK NEGERI BANDUNG
2018
CURRICULUM VITAE Ana Galuh N
Nama Lengkap: Andipa Galuh Noersyeha
Tempat, Tangal Lahir: Ciamis, 03 Juli 1996
Jenis Kelamin: Laki-laki
Status: Belum Kawin
Kewarganegaraan: Indonesia
Agama: Islam
Alamat Sekarang: Jl. RE.Martadinata
Gg.Mekar No.3, Kec.Ciamis,Kab.Ciamis
Telepon: 085223079033
UNIVERSITAS
2014 – 2018 POLITEKNIK NEGERI
BANDUNG
Jurusan Manajemen Pemasaran Internasional
SEKOLAH MENENGAH ATAS
2011 – 2014 SMAN 1 CIAMIS
Tribun Jabar 2018
Bekerja di bagian Marketing Communication divisi promosi dan event organizer Tribun Jabar .
Data Pribadi
Pendidikan
Pengalaman
Kemampuan
MS Office Word
MS Office Exel
MS Power Point
Web Design
Bahasa Indonesia
Bahasa Inggris
Internet
Wakil Ketua Divisi Humas Himpunan Mahasiswa Administrasi Niaga
2015-2016
Ketua Gathering Jurusan Manajemen pemasaran 2015
Wakil Ketua Keluarga Mahasiswa Ciamis 2016
Organisasi
iv
DEDICATION FORM
This thesis is dedicated for:
My parents, Mr. Bambang Iwan Soeharto and Mrs. Iis Ismaliah
My supervisor, Mrs. Adila Sosianika
My homeroom teacher, Mr. Dwi Suhartanto
My Brother, Shidqi Faizal Rahman
My Younger Brother, Algiya Imaninoer Fidwacth
My Best Friend, Haidar, Rizki Arief, Hendra Kurniawan, Legi, Bayu, Ilham, Fawwaz
My Lovely, Gia Alif April Rianti
All Marketing Management Lectures
My lovely friends MPI 2014
All Parties who participated in this project
v
ABSTRACT
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
vi
PREFACE
Praise the writer prayed to the presence of Allah SWT who has given His
blessings and grace, so the process of preparing and writing the Final Report (TA) with
the title " The consumer motivation in buying football merchandise and its impact on
impulse buying behavior " can be completed well and on time. This final report is
prepared to fulfill one of the requirements of completing education Diploma IV
Marketing Management Program Department of Business Administration Polytechnic
State of Bandung.
The author realizes that the writing of this Final Report is still not perfect.
Therefore, the great expectations of the author with the criticism and suggestions from
readers about this report as input for the authors for improvement in the future.
In conclusion, the authors hope that this report is not only useful for the author
but also for all parties, especially the reader.
vii
TABLE OF CONTENTS
COVER .......................................................................................................................... i
APPROVAL SHEET .................................................................................................... ii
STATEMENT FORM .................................................................................................. iii
DEDICATION FORM ................................................................................................. iv
ABSTRACT .................................................................................................................. v
PREFACE .................................................................................................................... vi
TABLE OF CONTENTS ............................................................................................ vii
PICTURE LIST ............................................................................................................ ix
TABLE LIST ................................................................................................................ x
CHAPTER I INTRODUCTION ................................................................................... 1
1.1 Background..................................................................................................... 1
1.2 Research Problem ........................................................................................... 3
1.3 Research Objective ......................................................................................... 3
1.4 Research Benefits ........................................................................................... 4
1.5 Outcome Target .............................................................................................. 4
CHAPTER II LITERATURE REVIEW ....................................................................... 5
2.1 Merchandise ................................................................................................... 5
2.2 Motivation ...................................................................................................... 5
2.3 Buying Motive ................................................................................................ 6
2.4 Hedonic Motive .............................................................................................. 7
2.5 Utilitarian Motive ........................................................................................... 8
2.6 Impulse Buying .............................................................................................. 8
2.7 Past Studies ..................................................................................................... 9
2.8 Research Model ............................................................................................ 10
2.9 Hypotheses ................................................................................................... 11
CHAPTER III RESEARCH METHOD...................................................................... 12
3.1. Sampling Techniques ................................................................................... 12
viii
3.2. Operational Variable .................................................................................... 14
3.3 Data Analysis................................................................................................ 16
3.3.1 Regression ............................................................................................. 16
3.3.2 ANOVA ................................................................................................ 16
3.3.3 Descriptive Analysis ............................................................................. 17
3.3.4 Reliability and Validity ......................................................................... 17
CHAPTER IV RESULT AND DISCUSSION ........................................................... 19
4.1 Respondent Demographic Data .................................................................... 19
4.2 Reliability ..................................................................................................... 21
4.3 Validity ......................................................................................................... 21
4.4 Descriptive Analysis Results ........................................................................ 25
4.5 Regression .................................................................................................... 27
4.6 ANOVA ........................................................................................................ 28
4.7 Interview Result............................................................................................ 29
4.8 Discussion..................................................................................................... 30
4.8.1 The consumer motivation in buying football merchandise. .................. 30
4.8.2 The impact of buying motif on impulse buying behavior. .................... 31
CHAPTER V CONCLUSION AND SUGGESTION ................................................ 32
5.1 Conclusion .................................................................................................... 32
5.2 Suggestion .................................................................................................... 33
5.3 Research Outcome ........................................................................................ 34
REFERENCES ............................................................................................................. xi
APPENDIX ................................................................................................................ xiv
ix
PICTURE LIST
2.1 Motivation Process………………………………………………………………6
2.2 Research Model…………………………………………………………………10
5.1 Arsenal Store London …………………………………………………………. 33
x
TABLE LIST
1.1 Number of Sports Fan ............................................................................................. 1
1.2 Sales Merchandise Football Clubs Europe 2016 .................................................... 2
4.1 Demographic data of Respondent ........................................................................ 18
4.2 Reliability Result ................................................................................................... 20
4.3 Validity Result 1 ................................................................................................... 21
4.4 Validity Result 2 ................................................................................................... 22
4.5 Validity Result 3 ................................................................................................... 23
4.6 The Result of Descriptive Statistical Analysis ...................................................... 24
4.7 Descriptive StatisticsAnalysis of Utilitarian Motive............................................. 24
4.8 Descriptive StatisticsAnalysis of Hedonic Motive ............................................... 25
4.9 Regression Result .................................................................................................. 26
4.10 ANOVA Result ................................................................................................... 27
xi
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