STUDI KOMPARASI LOYALITAS FANS SEPAKBOLA DI INDONESIA DAN KOREA SELATAN (SURVEY TERHADAP FANS SEPAKBOLA LIGA I INDONESIA DAN LIGA I KOREA SELATAN)
Abstract
ABSTRAK
Olahraga saat ini sudah menjadi suatu industri yang besar dan berkembang pesat didunia, salah satunya adalah industri olahraga sepakbola. Penelitian ini bertujuan untuk mengetahui gambaran mengenai attitudinal dan behavioral loyalty fans sepakbola di Indonesia dan Korea, loyalty fans mapping serta ingin mengetahui apakah terdapat perbedaan attitudinal dan behavioral loyalty antara fans sepakbola di Indonesia dengan fans sepakbola di Korea. Penelitian ini menggunakan pendekatan penelitian kuantitatif dengan jumlah sampel sebanyak 200 fans sepakbola Liga 1 di Indonesia dan Korea. Teknik analisis yang digunakan adalah analisis Mann-Whitney U-Test dengan menggunakan software SPSS 26. Hasil penelitian menunjukkan bahwa tidak terdapat perbedaan yang signifikan antara attitudinal loyalty fans sepakbola Liga 1 di Indonesia dengan di Korea. Akan tetapi jika dilihat dari behavioral loyalty maka terdapat perbedaan yang signifikan antara loyalitas fans sepakbola di Indonesia dibandingkan dengan loyalitas fans sepakbola di Korea. Berdasarkan tingkat loyalitas, fans dapat diklasifikasikan kedalam empat kategori yaitu loyal fans, latent fans, spurious fans dan indifferent fans dimana mayoritas fans baik di Indonesia maupun di Korea berada pada kategori Loyal Fans. Temuan penelitian ini memberikan kontribusi terhadap pemahaman yang lebih baik mengenai tingkat loyalitas fans sepakbola. Penelitian ini juga memberikan implikasi secara praktis kepada manajemen klub untuk dapat mengembangkan program loyalitas kepada para fansnya berdasarkan tingkatan loyalitasnya.
Keywords: attitudinal loyalty, behavioral loyalty, profesional sport, liga 1 Indonesia, liga 1 Korea
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DOI: https://doi.org/10.17509/image.v11i2.49086
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