ANALISIS KAUSALITAS PURCHASE INTENTION PADA JERSEY TIM NASIONAL SEPAK BOLA INDONESIA DARI BRAND SPORTSWEAR LOKAL

ARIQ YUSRON FATHONI, . (2026) ANALISIS KAUSALITAS PURCHASE INTENTION PADA JERSEY TIM NASIONAL SEPAK BOLA INDONESIA DARI BRAND SPORTSWEAR LOKAL. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh social media marketing effectiveness dan athlete endorsement sebagai pengaruh stimulus terhadap brand trust dan perceived value produk sebagai bagian dari organism, serta pengaruh brand tust dan perceived value terhadap purchase intention sebagai respons, pada Jersey Tim Nasional Sepak Bola Indonesia edisi 2025 merek Erspo. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei daring kepada responden yang tinggal di Kota Administratif Jakarta yang berusia 18-34 tahun yang belum pernah membeli Jersey Tim Nasional Sepak Bola Indonesia edisi 2025 merek Erspo. Metode pengambilan sampel yang digunakan adalah purposive sampling dengan jumlah responden sebanyak 289 orang. Data yang dikumpulkan kemudian dianalisis menggunakan Structural Equation Modeling (SEM) dengan bantuan software AMOS versi 29. Hasil penelitian menunjukkan bahwa social media marketing effectiveness tidak berpengaruh secara signifikan terhadap brand trust, namun memiliki pengaruh positif dan signifikan terhadap perceived value. Di sisi lain, athlete endorsement memiliki pengaruh positif dan signifikan terhadap brand trust serta perceived value. Selanjutnya, brand trust dan perceived value terbukti memiliki pengaruh positif dan signifikan terhadap purchase intention. Kata Kunci: social media marketing effectiveness, athlete endorsement, brand trust, perceived value, purchase intention. ***** This study aims to analyze the influence of social media marketing effectiveness and athlete endorsement as stimulus factors on brand trust and perceived product value as part of an organism, as well as the influence of brand trust and perceived value on purchase intention as a response, in the case of the 2025 edition of the Indonesian National Football Team Jersey by Erspo. This study uses a quantitative approach with an online survey method targeting respondents residing in the Administrative City of Jakarta aged 18-34 years who have never purchased the 2025 edition of the Indonesian National Football Team Jersey by Erspo. The sampling method used is purposive sampling with a total of 289 respondents. The collected data was then analyzed using Structural Equation Modeling (SEM) with the help of AMOS version 29 software. The results showed that social media marketing effectiveness did not have a significant effect on brand trust, but had a positive and significant effect on perceived value. On the other hand, athlete endorsement had a positive and significant effect on brand trust and perceived value. Furthermore, brand trust and perceived value were found to have a positive and significant effect on purchase intention. Keywords: social media marketing effectiveness, athlete endorsement, brand trust, perceived value, purchase intention.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M.Si., Ph.D. ; 2). Nofriska Krissanya, S.E., M.B.A, CHRP.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Manajemen
Depositing User:	Ariq Yusron Fathoni .
Date Deposited:	10 Feb 2026 02:03
Last Modified:	10 Feb 2026 02:03
URI:	http://repository.unj.ac.id/id/eprint/65046

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