Pengaruh fanatisme dan harga terhadap keputusan pembelian Official Merchandise Persib Bandung di Kota Tasikmalaya

The Influence of Fanaticism and Price on the Decision to Buy Official Persib Bandung Merchandise in Tasikmalaya City

Abstract

This study was motivated by the rapid growth of the football industry, which has increased the role of official merchandise as an important source of club revenue. Supporters' fanaticism and price perception are considered factors that may influence purchasing decisions for persib bandung official merchandise, particularly in tasikmalaya city. The study aimed to examine the effect of fanaticism and price on purchasing decisions, both partially and simultaneously. A quantitative approach with a causal associative design was employed. The sample consisted of 100 persib bandung supporters residing in tasikmalaya city who had previously purchased official merchandise, selected using purposive sampling. Data were collected through questionnaires and analyzed using multiple linear regression, t-test, f-test, and coefficient of determination (r²). The findings indicate that both fanaticism and price have a positive and significant effect on purchasing decisions. Simultaneously, the two variables significantly influence purchasing decisions and explain 62.8% of the variation in purchasing decisions, while the remaining 37.2% is explained by other factors outside the research model. These findings suggest that stronger supporter fanaticism and favorable price perceptions contribute to higher purchasing decisions for persib bandung official merchandise.