ANALISIS PENGARUH SOCIAL MEDIA MARKETING TERHADAP SPORT MEMBERSHIP INTENTION DENGAN THEORY OF PLANNED BEHAVIOR SEBAGAI VARIABEL INTERVENING: Studi Kasus Pada Pengikut Akun Instagram Persib Bandung

    Muhammad Fariz Baihaqi, - and Ratih Hurriyati, - and Lisnawati, - (2025) ANALISIS PENGARUH SOCIAL MEDIA MARKETING TERHADAP SPORT MEMBERSHIP INTENTION DENGAN THEORY OF PLANNED BEHAVIOR SEBAGAI VARIABEL INTERVENING: Studi Kasus Pada Pengikut Akun Instagram Persib Bandung. S2 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Penelitian ini bertujuan untuk memperoleh gambaran dan pengaruh dari Social Media Marketing terhadap Sport Membership Intention melalui Attitude, Subjective Norms dan Perceived Behavioral Control pada pengikut akun instagram klub sepakbola Persib Bandung FC. Jenis penelitian yang digunakan adalah deskriptif dan verifikatif. Metode yang digunakan yaitu explanatory survey dengan teknik sampel yang digunakan convenience sampling dengan ukuran sampel sebanyak 400 responden. Teknik analisis dari penelitian ini adalah analisis Structural Equation Model (SEM). Hasil temuan pada penelitian ini yaitu bahwa gambaran Social Media Marketing, Attitude, Subjective Norms, Perceived Behavioral Control dan Sport Membership Intention berada pada kategori baik. Social Media Marketing memiliki pengaruh terhadap Sport Membership Intention melalui Attitude, Subjective Norms dan Perceived Behavioral Control secara simultan, dan Social Media Marketing tidak memiliki pengaruh terhadap Sport Membership Intention secara parsial. Temuan ini menegaskan bahwa penerapan strategi Social Media Marketing yang efektif dengan memperhatikan faktor psikologis konsumen sebagaimana dijelaskan dalam Theory of Planned Behavior, mampu membentuk Sport Membership Intention pada pengikut akun instagram Persib Bandung. Implikasi dari hasil penelitian ini yaitu klub sepakbola perlu mengoptimalkan strategi pemasaran berbasis media sosial yang terintegrasi dengan penguatan sikap, norma subjektif, serta kontrol perilaku dari pengikutnya di platform media sosial untuk meningkatkan minat berlangganan dari produk membership yang ditawarkan. This study aims to obtain an overview and influence of Social Media Marketing on Sport Membership Intention through Attitude, Subjective Norms, and Perceived Behavioral Control among followers of Persib Bandung FC’s official Instagram account. The type of research used is descriptive and verification. The method used is an explanatory survey with the sample technique used convenience sampling, with a sample size of 400 respondents. The analysis techique of this research is Structural Equation Modeling (SEM) analysis. The findings of this study are that the description of Social Media Marketing, Attitude, Subjective Norms, Perceived Behavioral Control, and Sport Membership Intention are in the good category. Social Media Marketing significantly influences Sport Membership Intention through Attitude, Subjective Norms, and Perceived Behavioral Control simultaneously, and Social Media Marketing have no effect on Sport Membership Intention partially. These findings confirm that the implementation of effective Social Media Marketing strategies, taking into account consumer psychological factors as described in the Theory of Planned Behaviour, can shape Sport Membership Intention among followers of the Persib Bandung Instagram account. The implications of these research findings are that football clubs need to optimise integrated social media marketing strategies that strengthen the attitudes, subjective norms, and behavioural control of their followers on social media platforms to increase interest in subscribing to the membership products offered.

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    Official URL: https://repository.upi.edu/
    Item Type: Thesis (S2)
    Additional Information: https://scholar.google.com/citations?view_op=list_works&hl=en&authuser=1&user=BnnSxuQAAAAJ ID SINTA Dosen Pembimbing: Ratih Hurriyati: 5984336 Lisnawati: 5986471
    Uncontrolled Keywords: Social Media Marketing, Theory Of Planned Behavior, Sport Membership Intention dan Sports Marketing Social Media Marketing, Theory Of Planned Behavior, Sport Membership Intention and Sports Marketing
    Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
    H Social Sciences > HF Commerce
    H Social Sciences > HT Communities. Classes. Races
    Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > S2 Manajemen
    Depositing User: Muhammad Fariz Baihaqi
    Date Deposited: 07 Jan 2026 04:39
    Last Modified: 07 Jan 2026 04:39
    URI: http://repository.upi.edu/id/eprint/146324

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