Pengaruh Fanatisme dan Trend Fashion Casual Football terhadap Pengembangan Brand

Muhamad Fauzan Abdul Aziz; Alfin Nur Arifah

doi:10.31004/riggs.v5i2.13513

Authors

Muhamad Fauzan Abdul Aziz Universitas Cipasung Tasikmalaya
Alfin Nur Arifah Universitas Cipasung Tasikmalaya

DOI:

https://doi.org/10.31004/riggs.v5i2.13513

Keywords:

Fanatisme, Trend Fashion Casual Football, Pengembangan Brand, Brand Bright in Darkness, Supporter Persib

Abstract

Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh fanatisme dan trend fashion casual football terhadap pengembangan Brand Bright in Darkness pada supporter Persib di Kecamatan Sariwangi. Penelitian menggunakan pendekatan kuantitatif dengan jenis penelitian asosiatif. Populasi penelitian adalah supporter Persib di Kecamatan Sariwangi yang mengenal atau pernah menggunakan produk Brand Bright in Darkness. Sampel berjumlah 100 responden yang ditentukan dengan purposive sampling. Data dikumpulkan melalui kuesioner berskala Likert dan dianalisis menggunakan regresi linear berganda dengan bantuan SPSS, meliputi uji validitas, reliabilitas, asumsi klasik, koefisien determinasi, dan uji t. Hasil penelitian menunjukkan fanatisme berpengaruh positif dan signifikan terhadap pengembangan Brand Bright in Darkness dengan koefisien 0,277, t = 2,549, dan Sig. = 0,012. Trend fashion casual football berpengaruh positif tetapi tidak signifikan dengan koefisien 0,201, t = 1,908, dan Sig. = 0,059. Nilai R Square sebesar 0,754 menunjukkan kedua variabel menjelaskan 75,4% variasi pengembangan brand, sedangkan 24,6% dijelaskan faktor lain. Fanatisme menjadi faktor yang lebih berperan dibandingkan trend fashion casual football.

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