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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