PENGARUH TEAM IDENTIFICATION TERHADAP ATTITUDE TOWARDS BEHAVIOR DAN DAMPAKNYA PADA ONLINE PURCHASE DECISION: Survei pada Followers Instagram Team Esports Bigetron di Indonesia

    Erwin Taufik, - and Ratih Hurriyati, - and Lisnawati, - (2025) PENGARUH TEAM IDENTIFICATION TERHADAP ATTITUDE TOWARDS BEHAVIOR DAN DAMPAKNYA PADA ONLINE PURCHASE DECISION: Survei pada Followers Instagram Team Esports Bigetron di Indonesia. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Penelitian ini bertujuan untuk memperoleh gambaran dan pengaruh dari Team Identification terhadap Attitude Towards Behavior dan dampaknya pada Online Purchase Decision terhadap Followers Instagram Team Esports Bigetron di Indonesia. Penelitian ini menggunakan metode penelitian kuantitatif dengan ukuran sampel 349 responden. Data diolah secara statistik menggunakan metode Structural Equation Modelling (SEM) dengan menggunakan program AMOS for Windows versi 24. Hasil temuan pada penelitian ini menemukan bahwa gambaran Team Identification, Attitude Towards Behavior dan Online Purchase Decision berada pada kategori tinggi. Team Identification berpengaruh terhadap Attitude Towards Behavior, terdapat pengaruh antara attitude towards behavior terhadap Online Purchase Decision, serta terdapat pengaruh secara tidak langsung antara Team Identification terhadap Online Purchase Decision. Kesimpulan dari penelitian ini yaitu terdapat pengaruh Team Identification terhadap Attitude Towards Behavior serta dampaknya pada Online Purchase Decision yang dilakukan melalui survei pada followers instagram team esports Bigetron di Indonesia. Berdasarkan hasil penelitian, peneliti merekomendasikan agar dapat mempertahankan dan meningkatkan Online Purchase Decision melalui eventevent esports yang melibatkan penggermar esports agar mampu meningkatkan keputusan pembelian terhadap Bigetron. This study aims to provide an overview and examine the influence of Team Identification on Attitude Towards Behavior and its impact on Online Purchase Decision among Instagram followers of the Bigetron Esports Team in Indonesia. This research employs a quantitative method with a sample size of 349 respondents. The data were analyzed statistically using Structural Equation Modeling (SEM) with AMOS for Windows version 24. The findings of this study indicate that the levels of Team Identification, Attitude Towards Behavior, and Online Purchase Decision are categorized as high. Team Identification has a significant influence on Attitude Towards Behavior; Attitude Towards Behavior has a significant influence on Online Purchase Decision; and Team Identification also has an indirect influence on Online Purchase Decision. The conclusion of this study is that Team Identification significantly influences Attitude Towards Behavior and, in turn, impacts Online Purchase Decision, based on a survey of Instagram followers of the Bigetron Esports Team in Indonesia. Based on these findings, the researcher recommends maintaining and enhancing Online Purchase Decision through esports events that engage esports fans, in order to further drive purchase decisions for Bigetron.

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    Official URL: https://repository.upi.edu
    Item Type: Thesis (S1)
    Additional Information: https://scholar.google.com/citations?hl=en&user=iFTRIXgAAAAJ ID SINTA Dosen Pembimbing Ratih Hurriyati : 5984336 Lisnawati : 5986471
    Uncontrolled Keywords: Identifikasi Tim, Sikap terhadap Perilaku, dan Keputusan Pembelian Online. Team Identification, Attitude Towards Behavior, Online Purchase Decision
    Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure
    H Social Sciences > HF Commerce
    L Education > L Education (General)
    Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Bisnis
    Depositing User: Erwin Taufik
    Date Deposited: 13 Oct 2025 03:41
    Last Modified: 13 Oct 2025 03:41
    URI: http://repository.upi.edu/id/eprint/143162

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