SIKAP FANS KLUB PSS SLEMAN TERHADAP PROGRAM SPONSORSHIP DAN ANALISIS FAKTOR-FAKTOR KEPUTUSAN PEMBELIAN DI CURVA SUD SHOP
Sari
Penelitian ini bertujuan untuk mengetahui seberapa besar sikap fans klub PSS Sleman dengan
adanya program sponsorship Curva Sud Shop pada klub PSS Sleman terhadap keputusan pembelian
produk di Curva Sud Shop. Penelitian ini merupakan penelitian deskriptif menggunakan metode survey,
dengan instrumen yang digunakan berupa angket. Instrumen sikap mempunyai validitas sebesar 0,897 dan
reliabilitasnya sebesar 0,938, Instrumen keputusan pembelian mempunyai validitas sebesar 0,873 dan
reliabilitasnya sebesar 0,951. Subjek penelitian yang digunakan adalah fans klub PSS Sleman yang
berjumlah 150 orang dengan menggunakan teknik accidental sampling. Teknik analisis data menggunakan
analisis deskriptif kuantitatif dengan persentase. Hasil penelitian menunjukkan bahwa variabel sikap fans
klub PSS Sleman berpengaruh positif signifikan terhadap keputusan pembelian produk Curva Sud Shop.
Dari indicator dalam variabel sikap yaitu, Kognitif, afektif dan konatif secara bersama-sama
mempengaruhi keputusan pembelian dengan persentase kategori positif sebesar 38,67% dan 10,67%
sangat positif. Sedangkan faktor kebudayaan, faktor sosial, faktor pribadi dan faktor psikologis bersamasama berperan signifikan terhadap terjadinya keputusan pembelian dengan persentase kategori tinggi
sebesar 37,33% dan 15,33% sangat sangat tinggi. Dengan hasil tersebut dapat diartikan hasilnya
berbanding lurus, yang artinya bahwa sikap fans klub PSS Sleman berpengaruh terhadap keputusan
pembelian produk di Curva Sud Shop.
Kata kunci : sikap, sponsorship, keputusan pembelian
PSS SLEMAN CLUB FANS ATTITUDE TOWARDS SPONSORSHIP PROGRAM AND ANALYSIS
OF PURCHASE DECISION FACTORS IN THE CURVA SUD SHOP
Abstract
This research aims to find out how sponsorship program CurvaSud Shop affects the attitude of
PSS Sleman club fans against purchase decision-making in CurvaSud Shop and analyze how big factors
of purchasing decisions such.This research is descriptive research using survey method, with the
instruments used in the form of the questionnaire. Attitude instrument has the validity of 0.897 and
reliability of 0.938, Instrument purchase decisions have validity of 0.873 and reliability amounting to
0.951. The subject is fans Club PSS Sleman totalling 150 people by using theaccidental
samplingtechnique. Technique of data analysis using quantitative descriptive analysis with percentage.
The results showed that the attitude variable of PSS Sleman club fansit has some positive effects
significantly to purchase decisions to CurvaSud Shop product. Of the indicator in attitude variablethat is,
cognitive, affective and konatif collectively affect the purchase decisions with positive category
percentage of 38.67% and 10.67% is very positive. While cultural factors, social factors, personal factors
and psychological factors together play a role significantly to onset of purchase decisions with a high
category percentage of 37.33% and 15.33% very high. With those results can be defined the result is
directly proportional, meaning that the attitude of the PSS Sleman club fans influence on purchasing
decisions in the Curva Sud Shop product.
Keywords: attitude, sponsorship, purchasing decision
adanya program sponsorship Curva Sud Shop pada klub PSS Sleman terhadap keputusan pembelian
produk di Curva Sud Shop. Penelitian ini merupakan penelitian deskriptif menggunakan metode survey,
dengan instrumen yang digunakan berupa angket. Instrumen sikap mempunyai validitas sebesar 0,897 dan
reliabilitasnya sebesar 0,938, Instrumen keputusan pembelian mempunyai validitas sebesar 0,873 dan
reliabilitasnya sebesar 0,951. Subjek penelitian yang digunakan adalah fans klub PSS Sleman yang
berjumlah 150 orang dengan menggunakan teknik accidental sampling. Teknik analisis data menggunakan
analisis deskriptif kuantitatif dengan persentase. Hasil penelitian menunjukkan bahwa variabel sikap fans
klub PSS Sleman berpengaruh positif signifikan terhadap keputusan pembelian produk Curva Sud Shop.
Dari indicator dalam variabel sikap yaitu, Kognitif, afektif dan konatif secara bersama-sama
mempengaruhi keputusan pembelian dengan persentase kategori positif sebesar 38,67% dan 10,67%
sangat positif. Sedangkan faktor kebudayaan, faktor sosial, faktor pribadi dan faktor psikologis bersamasama berperan signifikan terhadap terjadinya keputusan pembelian dengan persentase kategori tinggi
sebesar 37,33% dan 15,33% sangat sangat tinggi. Dengan hasil tersebut dapat diartikan hasilnya
berbanding lurus, yang artinya bahwa sikap fans klub PSS Sleman berpengaruh terhadap keputusan
pembelian produk di Curva Sud Shop.
Kata kunci : sikap, sponsorship, keputusan pembelian
PSS SLEMAN CLUB FANS ATTITUDE TOWARDS SPONSORSHIP PROGRAM AND ANALYSIS
OF PURCHASE DECISION FACTORS IN THE CURVA SUD SHOP
Abstract
This research aims to find out how sponsorship program CurvaSud Shop affects the attitude of
PSS Sleman club fans against purchase decision-making in CurvaSud Shop and analyze how big factors
of purchasing decisions such.This research is descriptive research using survey method, with the
instruments used in the form of the questionnaire. Attitude instrument has the validity of 0.897 and
reliability of 0.938, Instrument purchase decisions have validity of 0.873 and reliability amounting to
0.951. The subject is fans Club PSS Sleman totalling 150 people by using theaccidental
samplingtechnique. Technique of data analysis using quantitative descriptive analysis with percentage.
The results showed that the attitude variable of PSS Sleman club fansit has some positive effects
significantly to purchase decisions to CurvaSud Shop product. Of the indicator in attitude variablethat is,
cognitive, affective and konatif collectively affect the purchase decisions with positive category
percentage of 38.67% and 10.67% is very positive. While cultural factors, social factors, personal factors
and psychological factors together play a role significantly to onset of purchase decisions with a high
category percentage of 37.33% and 15.33% very high. With those results can be defined the result is
directly proportional, meaning that the attitude of the PSS Sleman club fans influence on purchasing
decisions in the Curva Sud Shop product.
Keywords: attitude, sponsorship, purchasing decision
Teks Lengkap:
PDFRefbacks
- Saat ini tidak ada refbacks.