PENGARUH LOYALITAS DAN FANATISME SUPORTER PADA KLUB TERHADAP KEPUTUSAN PEMBELIAN MERCHANDISE ORIGINALPERSELA STORE (STUDI PADA SUPORTER PERSELA LAMONGAN)

THE INFLUENCE OF LOYALTY AND FANATICSM FOOTBALL SUPPORTERS AGAINST PURCHASING OF ORIGINAL MERCHANDISE PERSELA'S STORE (CASE STUDY OF SUPPORTER PERSELA LAMONGAN)

This aims of the study are to know the effect of loyalty on fanaticism, the effect of loyalty on purchasing decisions, the effect of fanaticism on purchasing decisions, and the effect of supporter loyalty on purchasing decision with fanaticism as the intervening variable. The type of this study is quantitative research. The type of data source of this research is the primary data source which is a supporter of Persela Lamongan. The samples of this study are 128 respondents who were supporters of Persela Lamongan. The sample in this study was carried out by simple random sampling technique. The location of this research is in Persela Store located in Lamongan Plaza, 1B1-1B5, Lamongan, East Java. The instrument of this study is the questionnaire. The research data collection technique was carried out by distributing questionnaires to the samples of this study. The data of this study were analyzed using the static method by modeling Structural Equation Modeling (SEM) Partial Least Square (PLS). Based on the research results, it could be concluded that fanaticism had no significant positive effect on purchasing decisions. Meanwhile, it had been proven that supporter loyalty had a significant positive effect on fanaticism, supporter loyalty had a significant positive effect on purchasing decisions. Meanwhile, fanaticism was not able to strengthen the influence of supporter loyalty on purchasing decisions.

Keywords: Fanaticism; Loyalty; Original Merchandise; Purchasing Decision; Supporter