Antecedents and consequences of brand equity of football club :: A study of brand equity of Manchester United, Arsenal, Chelsea and Liverpool Football clubs as perceived by Indonesian customer

ANDI, Basu Swastha Dharmmesta, Prof., Dr., MBA

2008 | Tesis | S2 Magister Manajemen

Tujuan dari penelitian ini adalah untuk mengetahui penyebab dan konsekuensi dari brand equity suatu klub sepak bola. Ada tiga variabel yang menjadi penyebab dari terbentuknya suatu brand equity suatu klub sepak bola. Tiga variabel tersebut adalah product related (star player), organization related (reputation and tradition) dan market related (media coverage). Sedangkan konsekuensi dari terbentuknya brand equity tersebut adalah merchandise sales. Untuk mendapatkan data yang dibutuhkan, peneliti mengumpulkan data dengan membagikan kuisioner kepada para penggemar bola yang ada di Kota Yogyakarta. Pembagian dilakukan pada saat diadakannya "Acara Nonton Bareng" di beberapa Cafe di kota Yogjakarta. Dalam penelitian ini, terdapat 16 hipotesis yang akan diuji. Hipotesis tersebut antara lain: product related (starplayer) secara signiflkan mempengaruhi komponen dari brand equity (HI, H4, H7, HIO), organization related (reputation and tradition) secara signiflkan mempengaruhi komponen dari brand equity (HI, H5, H8, HI 1), market related (media coverage) secara signiflkan mempengaruhi komponen dari brand equity (H3, H6, H9, H12) dan komponen dari brand equity secara signiflkan mempengaruhi merchandise sales (HI3, HI4, HI5, HI6). Dengan menggunakan lima model multiple linear regression untuk menguji keempat hipotesis, dapat diperoleh hasil bahwa 15 hipotesis diterima dan I hipotesis ditolak. Kata kunci: Product related, Organization related, Market related. Brand equity, Merchandise sales.

The aim of this research is to test the antecedents and consequences of brand equity of football club. There are three variables as antecedents of brand equity. Those three variables are: product related (star player), organization related (reputation and tradition) and market related (media coverage). While for the consequences of brand equity is merchandise sales. To collect the data, researcher colleted from questioners that gives to the football fans in Yogyakarta in several cafe that hold "Acara Nonton Bareng". In this research, there are 16 hypothesis that be tested. These 16 hypothesis are: product related (star player) positively effects the component of brand equity (HI, H4, H7, HIO), organization related (reputation and tradition) positively effects the component of brand equity (H2, H5, H8, Hll), market related (media coverage) positively effects the component of brand equity (H3, H6, H9, H12) and the component of brand equity positivel> effects merchandise sales (HI3, HI4, HI5, HI6). Using five models multiple linear regressions, researcher concludes that these 15 hypotheses are accepted and 1 hypothesis is rejected. Keywords: Product related, Organization related. Market related, Brand equity, and Merchandise sales.

Kata Kunci : Product related,Organization related,Market related,Brand equity