Corresponding
Author: Riski Gazali
E-mail:
[email protected]
INTRODUCTION
The sports industry is currently starting
to experience rapid development, various researchers, academics, marketing
practitioners, the government and business actors are connected to each other.
This connectivity arises from the attraction caused by the dynamism of the
phenomenon that occurs in the sports industry around the world. Consumer
behavior and consumer engagement in the field of sports play a very important
role in the world of sports (Vieira & Sousa,
2020).
The contribution of sports is related to
the identity, economy, and sustainable development of each country. From an
identity and economy, sports are used as activities to strengthen relations
between countries and become a tourist destination for sports fans so that the
country has special attention to the sports industry (Andersson et al.,
2021). The United Nations (UN) also acknowledged that
the strength of the sports industry contributes to sustainable development in
accordance with the 2030 Agenda (Triantafyllidis
& Tortora, 2022).
The attractiveness of the sports industry
is often used by business actors to achieve the marketing goals of the company.
With a large number of consumers or sports fans, the market for the sports
commercial industry has also become so large. These values are used by
companies to reach consumers, engage with consumers, and get attention. This
utilization is implemented by the company by being involved in every aspect of
sports such as sponsoring events, sponsoring participants/competition teams,
and other parts (Park et al., 2024).
Post-Covid-19, the enthusiasm and interest
of sports fans globally has increased significantly. According to a survey
conducted by the Deloitte Center in 2023, the results were obtained stating
that 90% of sports fans experienced a 37% growth in interest. Supported by 59%
of sports fans will voluntarily pay more to be able to watch sports through
online video services (Giorgio et al., 2023).
Figure
1. Sports Fans By Age
����������� From the official YouGov
Sports report in 2023 in the form of a survey from 18 countries with more than
19,000 respondents, several conclusions were drawn. In terms of global
demographics, sports fan engagement by age is dominated by the fan group aged 18-24
years old at 74% and the age group of 25-34 years old at 71%. By gender, sports
fans are dominated by men at 77% and women at 56% (Freedman, 2023).
Figure
2. Sports Fans Globally By Gender
����������� All over the world, sports
have different types such as: football, golf, basketball, ice hockey, cricket,
baseball, athletics, swimming, cycling and many more. According to the results
of a survey conducted by Nielsen Sport from more than 20 regions around the
world, with trends between 2020 and 2023, football and basketball are the most
popular sports in 17 countries (Prasetyo, 2019).
Figure
3. The Three Most Popular Sports Globally
����������� The
results of the survey provided by Nielsen Sport are supported by data owned by
the World Population Review that football is the most popular sport around the
world. Of the total population around the world of 7.95 billion people (World
Bank, 2023), there are 3.5 billion football fans around the world, followed by
cricket as many as 2.5 billion fans, and basketball as many as 2.2 billion fans
(World Population Review, 2024).
Figure
4. World Cup 2022 Football fan countries
����������� In 2022, Indonesia has a
population of 275.5 million people (Central Statistics Agency, 2023) and of
them, 69% of Indonesia's population are football fans based on a survey
conducted by Ipsos. Indonesia is also the country with the highest number of
football fans in 2022 (Sah et al., 2022).
����������� In
the sports industry, of course, the satisfaction of fans or supporters is a
concern for the football team because it is the supporters who are able to
provide encouragement when playing on the field. Thus, satisfaction needs to be
reviewed with what factors make the fan satisfied and committed. Usually
commitment can arise from a high level of satisfaction and trust in the brand.
Several studies have been conducted in examining the commitment of individuals
to various existing brands (Adelia &
Rusdianto, 2024; Alikhani & Mokhtarian, 2021; Guzm�n Rinc�n et al., 2023;
Hodge et al., 2023; Panyekar, 2024; Setiawan, 2020; Valette-Florence &
Valette-Florence, 2020; Vieira & Sousa, 2020; Villagra et al., 2021; Yang
& Lee, 2019).
����������� Some
research is also usually aimed at football fans, some are related to products
or brands from the field of football. Previous studies examined loyalty that
focuses on repurchasing a product or brand loyalty from a sports industry brand
(Guzm�n Rinc�n et al., 2023). Football fans not
only provide loyal behavior but football fans are also said to be football fans
because of the satisfaction that football fans get both from the matches they
see, the games from the supported teams and the figure of the coach who tries
to shape the football team into a team that can compete and give good results.
����������� To
see the satisfaction side of football fans, there are several behavioral
factors that make football fans satisfied. Several previous studies have also
explained that trust has a relationship with satisfaction (Panyekar, 2024). It is interesting to pay
attention to the behavior of football fans where so far the fans have only been
fans or indeed have a commitment to the team they are supporting. For fans, of
course, it is important to develop the football team that fans usually pay
attention to. Thus, the commitment of fans needs to be considered so that it
can make the sports industry more advanced and loved.�
����������� In a
commitment, it usually starts from satisfaction and trust from consumers, with
a trust and satisfaction that has been possessed by the fans, of course, the
commitment from the supporters will be high for the football team they support (Hodge et al., 2023).
����������� Then
to see the trust of every fan or consumer, of course, something is also needed
in the team itself, one of which is the personality of a brand or team because
the personality of a brand or team will build a trust or satisfaction for its
fans, which can also happen in the field of sports such as sports supporters (Villagra et al., 2021).
����������� Usually,
research at the level of satisfaction and commitment always examines the brand
in the product or service. However, this research was conducted by examining
the sports industry, namely football with its team as a brand, as it is written
that a sports team is a brand (Alexandris et al.,
2016).
����������� Research
continues to be carried out related to the commitment to satisfaction that
obtains various research results and where there is research that states that
trust is a support for consumer satisfaction (Adelia &
Rusdianto, 2024). However, there is also research that
states that trust has no effect on consumer satisfaction (Setiawan, 2020).
����������� In
addition, there are various research results related to the commitment and
personality of a brand, where there is research that states that a brand
personality shown from the brand itself will support the formation of
commitment (Yang & Lee, 2019).
However, there are also studies that state that the personality of the brand
itself cannot be the formation of the commitment of the brand itself calibri.
����������� This
study will also be examined related to the field of sports in Indonesia and
focus more on the Indonesia National Football Team. Various advances have been
made by the Indonesia national football team in recent years when competing in
international matches. This has also become a highlight and assessment from the
Ministry of Youth and Sports of Indonesia, which is from the victory of the
Indonesia national team against the Philippines in the third round of
qualification to be able to compete in the 2026 world cup (Ministry of Youth
& Sports, 2024).
����������� The
victory obtained is also the result of hard work done by the Indonesia national
football team who continue to train to prepare for international events. And
with the new coach from South Korea, Shin Tae-Yong, it brought big changes to
the U-23 National Team where this team has also managed to win the match
against South Korea and bring Indonesia to the semifinals of the U-23 Asian Cup
(Gusti et al., 2024).
����������� The
figure of the coach and the Indonesia national football team is in the
spotlight for the public and many fans and supporters who give their opinions
and support for the game they give during the match. This opinion cannot be
separated from the personality of the coach and the Indonesia national football
team.
����������� Based
on the background that has been explained above related to the increasing
number of voices related to the field of sports and so many fans in the world
of sports and the lack of research related to the commitment and satisfaction
of sports individuals, then there are also various research results between
each other, therefore the researcher wants to conduct a study entitled
"The Influence of Brand Personality, Supporter Trust, Supporter Commitment
to Supporter Satisfaction (Empirical Study: Fans of the Indonesia National
Football Team)".
The purpose of this study is to achieve
several main objectives that the researcher wants to achieve. This study aims
to determine whether Brand Personality has a positive and significant influence
on the Trust of Supporters of the Indonesian National Football Team. In
addition, this study also aims to determine whether Brand Personality has a
positive and significant influence on Supporter Commitment and Supporter
Satisfaction of the Indonesian National Football Team. Furthermore, this study
will explore whether Supporter Trust has a positive and significant effect on
Supporter Satisfaction, and whether Supporter Satisfaction has a positive and
significant effect on Supporter Commitment. Finally, this study will also look
at whether Supporter Trust has a positive and significant effect on the
Commitment of Supporters of the Indonesian National Football Team.
With this research, it is hoped that it
can provide benefits for the various parties involved. First, for academics,
this research is expected to provide additional information in conducting
research related to sports consumer behavior. Developments that occur in the
world of sports, especially the many trends and phenomena that have emerged
after Covid-19 as well as changes in the characteristics and updates of sports
consumer demographics, are valuable new input. Related theories also need to be
developed to create theoretical relevance to each of the latest trends and
phenomena that occur. Second, for the industry, this research is expected to be
a new insight for business people engaged in the sports industry, especially in
creating a comprehensive marketing strategy that can be applied in every
marketing activity. This strategy must refer to the results and characteristics
of consumer demographics which are always undergoing dynamic changes. Third,
for the government, this research is also expected to be additional information
and input in making national strategic decisions related to sports development
in Indonesia. Broad public interest in the sports industry, both local and foreign,
is a great opportunity for the progress of a country. Apart from being an
attraction recognized by the international community, the sports industry is
also expected to improve the economy of the local community.
�����������
METHOD
Research
design is a process that must be carried out when conducting research. In a
research design, it is necessary to carry out what is called the selection of
planning from problem mapping to becoming the answer to the problem. A study
must be conducted in an appropriate manner and appropriate procedures in
planning, especially in the collection of research data and the type of
research used (Johnson
& Christensen, 2024).
The research
design in this study is a quantitative research with the topic of respondent
satisfaction, namely sports supporters in the field of Indonesia football
entitled The Influence of Brand Personality, Supporter Trust, Supporter
Satisfaction on Supporter Commitment Empirical Study: Fans of the Indonesia
National Football Team). This research was carried out by collecting data with
a questionnaire through a google form with the condition that the respondents
were football fans who watched the 2024 Asian Cup match.
In this
study, the instrument used is a questionnaire, which must meet the criteria of
validity and reliability (Bougie
& Sekaran, 2019). This study is a quantitative
research that uses questionnaire research instruments in collecting data online
through google forms.
RESULTS AND
DISCUSSION
Results and discussion contain findings of research and their
discussion. All findings must be supported by sufficient data. This part must
answer the hypothesis of the research stated in the Introduction.
Providing a high resolution of the figure is important to ensure
the good quality of the manuscript. The figure and table must be supported by a
caption. Refer to and/or cite figures and tables in-text by their full,
spelled-out forms. For example:
Analisis Outer Model
Convergence Validity Test
Outer Loading
a.
Brand
Personality Validity Test Results
Tabel 1. �Hasil Outer
Loading Brand Personality
|
Outer
Loading
|
|
BP1
�
BP
|
0.807
|
|
BP2
�
BP
|
0.795
|
|
BP3
�
BP
|
0.820
|
|
BP4
�
BP
|
0.814
|
|
BP5
�
BP
|
0.812
|
|
BP6
�
BP
|
0.830
|
|
BP7
�
BP
|
0.835
|
|
BP8
�
BP
|
0.845
|
|
BP9
�
BP
|
0.804
|
|
BP10
�
BP
|
0.816
|
|
BP11
�
BP
|
0.823
|
Source
: SmartPLS 3.0 Processed Primary Data (2024), n=187
From table 1 showing the data processing for the outer loading
value, it is known from the 11 indicators used in the Brand Personality
variable, namely BP1, BP2, BP3, BP4, BP5, BP6, BP7, BP8, BP9, BP10, and BP11
stated that all indicators in the validity test were declared valid because all
indicators had an outer loading value of more than 0.7.
b.
Supporter
Trust Validity Test Results
Table 2. Hasil Outer Loading Supporter Trust
|
Outer
Loading
|
|
ST1
�
ST
|
0.872
|
|
ST2
�
ST
|
0.786
|
|
ST3
�
ST
|
0.868
|
|
ST4
�
ST
|
0.839
|
Source : SmartPLS 3.0 Processed Primary
Data (2024), n=187
From
table 2 showing the data processing for the outer loading value, it is known
from the 4 indicators used in the Supporter Trust variable, namely ST1, ST2,
ST3, and ST4 stated that all indicators in the validity test were declared
valid because all indicators had an outer loading value of more than 0.7.
c. Supporter Satisfaction Validity Test
Results
Table 3. Hasil
Outer Loading Supporter Satisfaction
|
|
Outer
Loading
|
|
SS1 � SS
|
0.805
|
|
SS2 � SS
|
0.825
|
|
SS3 � SS
|
0.825
|
|
SS4 � SS
|
0.832
|
|
SS5 � SS
|
0.830
|
|
SS6 � SS
|
0.761
|
Source
: SmartPLS 3.0 Processed Primary Data (2024), n=187
From table 3 showing the data processing for the outer loading value, it
is known from the 6 indicators used in the Supporter Satisfaction variable,
namely SS1, SS2, SS3, SS4, SS5, and SS6 that all indicators in the validity
test are declared valid because all indicators have an outer loading value of
more than 0.7.
d. Results of the Supporter Commitment
Validity Test
Table 4. Hasil
Outer Loading Supporter Commitment
|
Outer
Loading
|
|
SC1
�
SC
|
0.781
|
|
SC2
�
SS
|
0.809
|
|
SC3
�
SS
|
0.816
|
|
SC4
�
SS
|
0.841
|
|
SC5
�
SS
|
0.834
|
Source : SmartPLS 3.0 Processed Primary
Data (2024), n=187
From
table 4 showing the data processing for the outer loading value, it is known
that from the 5 indicators used in the Supporter Commitment variable, namely
SC1, SC2, SC3, SC4, and SC5, it is stated that all indicators in the validity
test are declared valid because all indicators have an outer loading value of
more than 0.7.
Average
Variance Extracted (AVE)
The
following are the results of the validity test of convergence with AVE:
Table 5. Tabel Average Variance Extracted (AVE)
|
Average
Extracted Variance (AVE)
|
|
Supporter
Trust
|
0.709
|
|
Brand
Personality
|
0.670
|
|
Supporter
Commitment
|
0.667
|
|
Supporter
Satisfaction
|
0.661
|
Source : SmartPLS 3.0 Processed Primary Data (2024), n=187
Based on table 5, the AVE value has been obtained from each of which the
AVE values obtained are all more than 0.50, where it is known that the Brand
Personality variable has an AVE value of 0.67, the Supporter Trust variable has
an AVE value of 0.709, the Supporter Satisfaction variable has an AVE value of
0.661 and the Supporter Commitment variable has an AVE value of 0.667 so that
all variables used in the research pass the validity test and can be stated all
variables valid.
Discrimination
Validity Test
The
following are the results of the validity test of discrimination with Cross
Loading:
Table 6. Tabel Cross Loading
|
Variable
|
Brand Personality
|
Supporter Commitment
|
Supporter Satisfaction
|
Supporter Trust
|
|
BP1
|
0.807
|
0.487
|
0.536
|
0.472
|
|
BP2
|
0.795
|
0.508
|
0.488
|
0.418
|
|
BP3
|
0.820
|
0.493
|
0.458
|
0.390
|
|
BP4
|
0.814
|
0.448
|
0.531
|
0.453
|
|
BP5
|
0.812
|
0.573
|
0.534
|
0.479
|
|
BP6
|
0.830
|
0.476
|
0.497
|
0.441
|
|
BP7
|
0.835
|
0.581
|
0.516
|
0.555
|
|
BP8
|
0.845
|
0.472
|
0.523
|
0.482
|
|
BP9
|
0.804
|
0.462
|
0.628
|
0.485
|
|
BP10
|
0.816
|
0.504
|
0.475
|
0.382
|
|
BP11
|
0.823
|
0.548
|
0.559
|
0.515
|
|
SC1
|
0.475
|
0.781
|
0.416
|
0.451
|
|
SC2
|
0.500
|
0.809
|
0.391
|
0.370
|
|
SC3
|
0.501
|
0.816
|
0.319
|
0.299
|
|
SC4
|
0.525
|
0.841
|
0.360
|
0.353
|
|
SC5
|
0.524
|
0.834
|
0.331
|
0.343
|
|
SS1
|
0.477
|
0.322
|
0.805
|
0.411
|
|
SS2
|
0.538
|
0.363
|
0.825
|
0.387
|
|
SS3
|
0.567
|
0.419
|
0.825
|
0.478
|
|
SS4
|
0.557
|
0.362
|
0.832
|
0.387
|
|
SS5
|
0.545
|
0.435
|
0.830
|
0.506
|
|
SS6
|
0.407
|
0.219
|
0.761
|
0.308
|
|
ST1
|
0.502
|
0.465
|
0.490
|
0.872
|
|
ST2
|
0.410
|
0.248
|
0.378
|
0.786
|
|
ST3
|
0.501
|
0.376
|
0.437
|
0.868
|
|
ST4
|
0.488
|
0.381
|
0.421
|
0.839
|
Source : SmartPLS 3.0 Processed Primary
Data (2024), n=187
����������� In table 6, the validity of
discrimination is tested by looking at the results of the cross loading value
of each variable compared to other variables where each variable measured must
have a greater cross loading value when comparing with other variables. The table
above shows that the cross loading value of the Brand Personality variable is
greater than the other variables. Likewise, the Supporter Trust variable has a
greater cross loading value with other variables compared. And the cross
loading value of the Supporter Satisfaction variable when compared to other
variables has a larger value and the Supporter Satisfaction variable also has a
larger cross loading value when compared to other variables. From these
results, it can be stated that all variables used in the study passed the
discrimination validity test.
Reality
Test
The Reality Test is used to test the consistency of each construct
variable where this reality test uses Cronbach's Alpha and Composite
Reliability. The research variable is considered to pass or declared reliable
if the value of Cronbach's Alpha and Composite Reliability must be above 0.70.
Here are the results of the feasibility test with Cronbach's Alpha and
Composite Reliabililty:
Table 7. Cronbach�s Alpha dan Composite Reliability
|
Variable
|
Cronbach's Alpha
|
Composite Reliabilty
|
|
Brand Personality
|
0.951
|
0.957
|
|
Supporter Commitment
|
0.875
|
0.909
|
|
Supporter Satisfaction
|
0.898
|
0.921
|
|
Supporter Trust
|
0.863
|
0.907
|
Source : SmartPLS 3.0 Processed Primary
Data (2024), n=187
����������� Based on table 7, Cronbach's Alpha
and Composite Reliability values have been obtained from each research
variable. Cronbach's Alpha and Composite Reliability values must be greater
than 0.70 in order to be considered reliable or pass. And from the table above,
it can be seen that each variable used in the study can be declared reliable
for its consistency and pass the reliability test because each research
variable has a Cronbach's Alpha and Composite Reliability value of more than
0.70.
����������� Based on the validity test and
reliability test, it can be concluded that the overall results of the data
obtained in this study are valid and reliable or have met the criteria in the
outer model test. That way, this research can be continued to test the inner
model, test the hypothesis to see the influence between variables by knowing
the determination coefficient and t-statistical test.
Inner
Model Analysis
Coefficient of Determination (R Square)
The
following are the results of the determination coefficient (R Square) in this
study:
Table 8. Tabel R Square
|
R
Square
|
|
Supporter
Commitment
|
0.387
|
|
Supporter
Satisfaction
|
0.439
|
|
Supporter
Trust
|
0.318
|
Source : SmartPLS 3.0 Processed Primary
Data (2024), n=187
����������� Based on the determination
coefficient test (R Square), it can be known that the influence between
variables where the Supporter Commitment variable is influenced by the Brand
Personality, Supporter Trust and Supporter Commitment variables by 0.387 or
38.7% and the rest is influenced by other variables that are not studied in
this study. Meanwhile, the Supporter Satisfaction variable was influenced by
the Brand Personality and Supporter Trust variables of 0.439 or 43.9% and the
rest was influenced by other variables that were not studied in this study. And
the Supporter Trust variable is influenced by the Brand Personality variable of
0.318 or 31.8% and the rest is influenced by other variables that are not
studied in this study. It can be concluded that the influence between Brand
Personality variables on the Supporter Trust variable is low and the influence
between the Brand Personality and Supporter Trust variables on the Supporter
Satisfaction variable is low and the influence between the Brand Personality,
Supporter Trust, and Supporter Satisfaction variables is low. It can be
concluded that the influence between variables in this study is low because the
R-Square value obtained does not get a value of 0.5 or 0.75 so that there are
still other variables that have a stronger influence than the variables used in
this study.
Hypothesis
Test Results
The following is a picture of the
significance of the path coefficient in this study:
Figure Path
coefficients with statistical t
Source : SmartPLS 3.0 Processed Primary
Data (2024), n=187
Table 9. Hypothesis Test Results
|
Direct
Effect
|
Original Sample
|
T
Statistics
|
P Values
|
Description
|
|
Brand
Personality -> Supporter Commitment
|
0.515
|
4.947
|
0.000
|
Significant
|
|
Supporter
Trust -> Supporter Commitment
|
0.127
|
1.362
|
0.174
|
Not
Significant
|
|
Supporter
Satisfaction -> Supporter Commitment
|
0.050
|
0.614
|
0.539
|
Not
Significant
|
|
Brand
Personality -> Supporter Satisfaction
|
0.513
|
6.565
|
0.000
|
Significant
|
|
Brand
Personality -> Supporter Trust
|
0.567
|
7.665
|
0.000
|
Significant
|
|
Supporter
Trust -> Supporter Satisfaction
|
0.225
|
3.340
|
0.001
|
Significant
|
Source : SmartPLS 3.0 Processed Primary
Data (2024), n=187
����������� From the table 9 related to the
results of the significance test with the static T value and p-value that has
been described in the table above where this study uses a confidence level of
95% or a p-value of less than 0.05, the results of the table above can be
explained as follows:
1. H1: Brand Personality has a positive and
significant influence on Supporter Trust. In table 4.13, row five shows that
Brand Personality for Supporter Trust has a statistical t value of 7.665
meaning more than 1.96 and a P value of 0.000 meaning less than 0.05, so H0 is
rejected and Ha is accepted. This shows that the Brand Personality variable has
an influence on Supporter Trust. Thus the hypothesis in this study is accepted.
This shows that the Brand Personality variable has a positive and significant effect
on Supporter Trust and can be interpreted that the more valuable or memorable
the personality of the football team, the more supporters will trust the team
they support.
2. H2: Brand Personality has a positive and
significant influence on Supporter Commitment. In table 4.13, the first row
shows that Brand Personality for Supporter Commitment has a statistical t value
of 4.947 which means more than 1.96 and a P value of 0.000 means less than
0.05, so H0 is rejected and Ha is accepted. This shows that the Brand
Personality variable has an influence on Supporter Commitment. Thus the
hypothesis in this study is accepted. This shows that the Brand Personality
variable has a positive and significant effect on Supporter Commitment and can
be interpreted that the more valuable or memorable the personality of the
football team, the more committed the supporters will be to the team they
support.
3. H3: Brand Personality has a positive and
significant influence on Supporter Satisfaction. In table 4.13, the fourth row
shows that Brand Personality for Supporter Satisfaction has a statistical t
value of 6.565, which means more than 1.96, and a P value of 0.000, which means
less than 0.05, so H0 is rejected and Ha is accepted. This shows that the Brand
Personality variable has an influence on Supporter Satisfaction. Thus the
hypothesis in this study is accepted. This shows that the Brand Personality
variable has a positive and significant effect on Supporter Satisfaction and
can be interpreted that the more valuable or memorable the personality of the
football team, the more satisfied the supporters will be with the results and
performance of the team they support.
4. H4: Supporter Trust has a positive and
significant influence on Supporter Satisfaction. In table 4.13, the sixth row
shows that Supporter Trust for Supporter Satisfaction has a statistical t value
of 3.340, which means more than 1.96, and a P value of 0.001, which means less
than 0.05, so H0 is rejected and Ha is accepted. This shows that the Supporter
Trust variable has an influence on Supporter Satisfaction. Thus the hypothesis
in this study is accepted. This shows that the Supporter Trust variable has a positive
and significant effect on Supporter Satisfaction and can be interpreted that
the higher the level of trust from supporters in the supported football team,
the satisfaction from supporters will also increase.
5. H5: Supporter Satisfaction has a
positive and significant influence on Supporter Commitment. In table 4.13, the
third row shows that Supporter Satisfaction for Supporter Commitment has a
statistical t value of 0.614 meaning less than 1.96 and a P value of 0.539
meaning more than 0.05, so H0 is accepted and Ha is rejected. This shows that
the Supporter Satisfaction variable has an influence on Supporter Commitment.
Thus the hypothesis in this study is rejected. This shows that the Supporter
Satisfaction variable has no influence on Supporter Commitment and can be
interpreted that the satisfaction that supporters have with the supported
football team still cannot interpret the commitment of supporters to the team
they support.
6. H6: Supporter Trust has a positive and
significant influence on Supporter Commitment. In table 4.13, the second row
shows that Supporter Trust for Supporter Commitment has a statistical t value
of 1.362 meaning less than 1.96 and a P value of 0.174 meaning more than 0.05,
so H0 is accepted and Ha is rejected. This shows that the Supporter Trust
variable has an influence on Supporter Commitment. Thus the hypothesis in this
study is rejected. This shows that the Supporter Trust variable has no
influence on Supporter Commitment and can be interpreted that the trust of
supporters in the supported football team still does not mean that the
supporters will be committed to the football team they support.
The
Influence of Brand Personality on Supporter Trust
In this study, a test of the hypothesis of Brand Personality on Supporter
Trust has been carried out where the result was obtained that the Brand
Personality variable has a positive and significant effect on the Supporter
Trust variable. This can explain that the personality of the Indonesia National
Football Team makes supporters more confident in the results that can be
obtained by the Indonesia national football team when playing matches in
leagues, especially in international leagues and from the training taken and
the presence of a new coach makes the supporters more trusting. And of course,
this personality is also created from the existence of pleasant experiences
given from the results of the team's performance that has improved. That way
supporters become enthusiastic and believe in providing support to the
Indonesia national football team.
The results obtained in this study are also in line with previous
research� (Valette-Florence & Valette-Florence, 2020;
Villagra et al., 2021) where the same results were also
obtained from Brand Personality have a positive and significant influence on
Customer Trust. This explains that the testing of the relationship between the
Brand Personality variable and the Trust variable has a positive and
significant influence even though the research object used is in the realm of
sports, namely the Indonesia national football team.
Pengaruh
Brand Personality Terhadap Supporter Commitment
In this study, a hypothesis test of the Brand Personality variable to the
Supporter Commitment variable has been carried out and the results have also
been obtained that the research on the Brand Personality variable has a
positive and significant effect on the Supporter Commitment variable. From
these results, it can be explained by the positive personalities possessed by
the Indonesia national football team, both from the fighting power, enthusiasm,
and intensity of the players and coaches, which as a whole is a team showing a
positive impression for the supporters and the existence of this positive
personality makes the supporters will always provide support to the
players,�� coaches, and the Indonesia
national football team when playing matches or in the worst circumstances when
experiencing failure.
The results of this study are also in line with previous research� (Alikhani & Mokhtarian, 2021; Yang & Lee,
2019) where the same results were also obtained from
Brand Personality had a positive and significant influence on the Customer
Commitment variable. This explains that the testing of the relationship between
the Brand Personality variable and the Commitment variable has a positive and
significant influence even though the object of research used is in the realm
of sports, namely the Indonesia national football team. And these results also
reinforce the results of this study from the variables used and explain that
the commitment of a supporter can be influenced by the brand personality.
The
Influence of Brand Personality on Supporter Satisfaction
In this study, a hypothesis test of the Brand Personality variable to the
Supporter Satisfaction variable was obtained, which obtained the result that
Brand Personality has a positive and significant effect on Supporter
Satisfaction. From these results, it can be explained that there is a
personality of the Indonesia national football team, both from every match or
national team game on the field and the exercises that have been carried out as
well as the fighting spirit of the national team in participating in various
matches and the positive results that this national team gives to its
supporters,� increasing the satisfaction
of the supporters to the Indonesia national football team.
The results of the research obtained in this study are also in line with
previous research�� (Marković et al., 2022; Mutiarni et al., 2023;
Situmorang et al., 2019) where the same results from Brand
Personality also have a positive and significant influence on the Customer
Satisfaction variable. This explains that testing the relationship between the
Brand Personality variable and the Satisfaction variable has a positive and
significant influence in the sports realm, namely the Indonesia national
football team. And these results also reinforce the results of this research
where the personality that is highlighted to the public or fans or consumers
will increase their sense of satisfaction with a brand they like.
The
Effect of Supporter Trust on Supporter Satisfaction
In this study, a hypothesis test has been carried out from the influence
of the Supporter Trust variable on the Supporter Satisfaction variable where
from the results of data processing obtained results stating that the Supporter
Trust variable used in this study has a positive and significant effect on the
Supporter Satisfaction variable. From these results, it can be explained that
there is a sense of trust arising from the supporters, so this trust can also
increase the sense of satisfaction of the supporters of the Indonesia national
football team that they support. And of course, this trust is the expectation
of the team's supporters for the results and performances they show, both
during training and participating in various matches in international leagues,
from this sense of trust makes the supporters satisfied with the team they
support.
The results of the research obtained in this study are also in line with
previous research� (Adelia & Rusdianto, 2024; Panyekar, 2024)
where the same results were also obtained from the Customer Trust variable had
a positive and significant influence on the Customer Satisfaction variable.
This strengthens this research where the trust of a supporter can increase the
sense of satisfaction from the expectations and reality that has been seen by
the supporters.�
Pengaruh
Supporter Satisfaction Terhadap Supporter Commitment
In this study, a hypothesis test has been carried out between the
Supporter Satisfaction variable and the Supporter Commitment variable and the
results of this study have also been obtained that the Supporter Satisfaction
variable has no influence on the Supporter Commitment variable. These results
can be explained directly by the satisfaction of a supporter to the Indonesia
national football team whom they admire, it is uncertain that their commitment
to always support the national team has not been ascertained. So even though
the supporters are satisfied with the results of the matches or training that
they have done so far, it is not necessarily that these supporters are still
committed to the Indonesia national football team.
From the results of the research obtained in this study, there are
different results from previous studies� (Fatoni et al., 2022; Firdaus & Trilia, 2020)
where previous research found that satisfaction from football team supporters
can increase supporters' commitment to the football team they are supported
because there are feelings of joy and happiness felt by supporters. However,
this study gives different results so that the satisfaction and happiness felt
by the supporters both from the results and the game of the Indonesia national
football team cannot be sure to increase the commitment of the supporters of
the Indonesia national football team.
The
Effect of Supporter Trust on Supporter Commitment
This study has tested the hypothesis of the Supporter Trust variable on
the Supporter Commitment and has also obtained results stating that the
Supporter Trust has no influence on the Supporter Commitment variable. The
results obtained in this study can explain that if a supporter has a sense of
trust in the Indonesia national football team they support, but this feeling
cannot be ascertained to increase the commitment of supporters to always want
to provide support to the Indonesia national football team. In terms of the
variables used, it is also explained that the existence of a person's trust
does not mean that the person can strengthen the commitment they have.
And from the results of the research obtained in this study, there are
different results from previous studies� (Rather et al., 2021; Valette-Florence &
Valette-Florence, 2020) where previous research found
that the trust of a team can increase commitment to the brands they like, like
or support. However, this study gives different results so that the trust that
a supporter has and the expectations of supporters to the Indonesia national
football team cannot be ascertained to increase the commitment of supporters of
the Indonesia national football team. This is also in line with previous
research (Setiawan, 2020) which gave the result that
trust has no influence on commitment.
CONCLUSION
Based on the
results of the study, it is explained that the Brand Personality variable of
the Indonesia National Football Team has a positive and significant influence
directly on the variables of Supporter Trust, Supporter Commitment, and
Supporter Satisfaction. This explains that the personality shown by the
Indonesia national football team to fans and the public can increase the trust,
satisfaction, and commitment of supporters in supporting the Indonesia national
football team. In addition, the results of the study explained that the
Supporter Trust variable has a positive and significant influence on Supporter
Satisfaction, which means that the success of the supporters of the Indonesia
national football team can increase the satisfaction and enthusiasm of the
supporters to support the Indonesia national football team. However, the
Supporter Trust and Supporter Satisfaction variables do not have an influence
on the Supporter Commitment variable so that the trust or satisfaction from the
supporters is not certain to make the supporters will always be committed to
supporting the Indonesia national football team.
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