THE ROLE OF FOOTBALL FAN SUBCULTURE, BRAND AWARENESS AND PERCEIVED QUALITY TOWARDS THE INTENTION TO BUY FOOTBALL FAN FASHION AMONG FOOTBALL FANS IN INDONESIA

• Main Author: Abdulmalik Marwan, Muhammad
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/79424
• Institution: Institut Teknologi Bandung

Football, also known as soccer, is one of the most popular sports events in the world. Sports as an entertainment is very well known amongst the people of Indonesia. The market for football is very huge in Indonesia. Indonesia also had been the host nation of international football competitions which was recognized by FIFA. The purpose of this study is to; 1) To describe the relationship between being a football fan subculture brand toward intention of buying of football fans in Indonesia. 2) To define the relationship between the awareness for football fashion brands and the intention to buy them among football fans in Indonesia. 3) To explain the relationship between the football fans' perceived quality of football fashion and their intention to buy them. By utilizing quantitative methodology, data were collected through surveys answered by the respondents, which the author had set up ahead of time. Questionnaire was distributed by the researcher to collect the data needed. It can be concluded that all variables in this study which is Subculture (SC), Brand Awareness (AW) and Perceived Quality (PQ) are directly influencing the intention to buy football fan fashion amongst football fans in Indonesia in response to the research questions. All the variables tested have direct positive effects. All the variables have shown a significant and positive impact towards Intention to Buy (IB).