ANALYSING FACTORS THAT DRIVE CUSTOMERS PURCHASE INTENTION OF LICENSED TEAM MERCHANDISE SPORTS STATION MANADO
Abstract: The success of a football club will not be
separated from the role of fanatical fans who have always supported in each of
their matches Whatever type of items associated with the club favourites would
definitely be collected one of them soccer jersey t-shirt, Teams now try to
direct their customers through the stores in which they market team related
products, author interest to explore the condition that drive the customers
purchase intention of the sport product in sports station Manado. This research
Analysing Factors That Drive Customers Purchase Intention of Licensed Team
Merchandise Sports Station Manado with 100 respondents are contributed and the
Factor Analysis method is used in this research. There are four main findings
in this research, which are: The first conclude component in this research is
Brands; The second conclude component in this research is the Customer Loyalty;
The Third conclude component in this research is Perceived Relative Price; The
last conclude component in this research is Atmosphere. There are also nine
recommendations that can be drawn in this research, which are, Product Variety,
Product Quality, Product Packaging, Satisfaction, Trust, Habit, Perceived
Quality, Perceived Value.
Keywords: purchase intention,
licensed team merchandise, sports, factor analysis
Penulis: Vincent . Titah,
S.L.H.V Joyce Lapian, Farlane S. Rumokoy
Kode Jurnal: jpmanajemendd180350
