The Role of Attitudinal Loyalty, Behavioral Loyalty, Sponsor Awareness, and Attitude Toward Sponsorship in Creating Purchase Intention on Specs

Jurnal Ilmu Manajemen & Ekonomika Pub Date : 2020-02-19 DOI:10.35384/JIME.V11I2.147

S. Rimadias, Lisa Faradila

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引用次数: 2

Abstract

The JakMania Jakarta is one of the football club's supporters in Indonesia. This research aims to analyze the determinants of Specs purchase intention within the Jakmania Jakarta Supporters perception, such as attitudinal loyalty, behavioral loyalty, sponsor awareness, and attitude toward sponsorship. Data collection methods used in this research were surveyed by disseminating a questionnaire to the 100 respondents who members of the JakMania Jakarta Supporters. The analysis of the data used Structural Equation Model (SEM). The results showed that attitudinal loyalty, behavioral loyalty, and attitude towards the sponsor have a positive influence to purchase intention on specs. Behavioral loyalty and attitude towards the spon-sor have a positive influence on sponsorship awareness. Behavioral loyalty has a positive influence on atti-tude towards the sponsor, and attitudinal loyalty has a positive influence on behavioral loyalty. Meanwhile, attitudinal loyalty has no influence on sponsorship awareness and attitude towards the sponsor. Last, spon-sorship awareness does not influence purchase intention on specs.

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态度忠诚、行为忠诚、赞助意识、赞助态度对产品购买意愿的影响

雅加达是该足球俱乐部在印尼的支持者之一。本研究旨在分析Jakmania Jakarta支持者知觉中Specs购买意愿的决定因素，如态度忠诚、行为忠诚、赞助商意识和对赞助的态度。本研究中使用的数据收集方法是通过向雅加达雅加达支持者的100名受访者分发问卷来调查的。采用结构方程模型(SEM)对数据进行分析。结果表明，态度忠诚、行为忠诚和对赞助商的态度对购买意愿有正向影响。行为忠诚和对赞助商的态度对赞助商意识有正向影响。行为忠诚对赞助者态度有正向影响，态度忠诚对行为忠诚有正向影响。同时，态度忠诚对赞助意识和对赞助商的态度没有影响。最后，赞助意识不影响购买意愿对规格。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Jurnal Ilmu Manajemen & Ekonomika

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