MOTIVATIONAL FACTORS INFLUENCING SPECTATOR ATTENDANCE IN THE INDONESIAN BASKETBALL LEAGUE

• Main Author: Immanuel Christian N., Johanes
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/57218
• Institution: Institut Teknologi Bandung

Indonesian Basketball League (IBL) is a professional basketball league in Indonesia that was formed in 2003. Since its return in 2016, spectator attendance has been a problem for the League due to the inconsistent amount of spectator attendance over the years. Through this research, the author has the objectives to identify and analyze the motivational factors that influence spectator attendance at the IBL and determine suitable recommendations to increase the amount of spectator attendance based on the identified motivations. Nine motivations were identified in the theoretical foundation stage, after which an online questionnaire was distributed to people who had attended IBL matches since the 2016 season. Partial Least Square - Structural Equation Modeling (PLS-SEM) was applied to the 202 samples gathered to analyze the relationship between the motivations and their attendance frequency. The result indicates that escape, drama, knowledge, and entertainment have an influence on spectator attendance. Based on the identified motivational factors, several recommendations were made, which included creating promotional campaigns, increasing the number of series or matches, improving the quality of the matches, and creating educational content about basketball. This research provides an important step for IBL and other sports leagues in Indonesia to understand its spectators’ motivations more deeply and adjust their strategies to accommodate their spectators’ motivations. Further research is needed to identify other motivational factors, compare how people’s motivation has changed over time, and improve the generalization of this research.