HOW CAN MANCHESTER UNITED LAUNCH NEW RETAIL STORES IN INDONESIA TO SELL OFFICIAL MERCHANDISE?

• Main Author: Fariz Rayyansyah S., Muhammad
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/85774
• Institution: Institut Teknologi Bandung

Football is the most popular sport in Indonesia which has a higher percentage than any other sport. Football has a good image for Indonesian people, it can be seen by most of the sport news talking about football events. The English premier league has the highest position of total fans in Indonesia and followed by Serie-A and La Liga. In Indonesia, Manchester United ranks in the second place below Barcelona but have the same percentage, 9.8% for the most popular European football club in Indonesia. There is a huge potential for Manchester United to enlarge their market in Indonesia since Indonesia is categorized as a country with the highest number of populations in Southeast Asia. This research aims to determine consumer perception of Manchester United fans towards Manchester United retail stores in Indonesia regarding consumer buying interest. This research is the first step for Manchester United to open a retail store in Indonesia by adapting to Indonesian culture. This research uses a qualitative method using semi- structured interviews. The answer will be converted as a transcript and it will be processed through coding which starts with the first cycle of coding using in vivo/verbatim coding and second cycle coding, pattern coding. The findings show that consumer perception such as brand image, price perception, value perception, brand experience, and consumer experience can influence consumer buying interest. This study contributes to Manchester United in developing retail stores abroad by paying attention to consumer culture in Indonesia. This study gives an understanding regarding consumer perception of Manchester United fans in Indonesia if they want to expand their market to Indonesia. This study found that there are 5 dimensions of consumer perception (Brand image, price perception, value perception, brand experience, and consumer experience) that influence purchasing interest of Manchester United fans in Indonesia.