Abstract
This study aims to explain the effect of risk perception and price fairness on ticket purchase intention sales for football matches in Indonesia with team loyalty as moderation. The expected finding is that there is a positive relationship between the effect of price fairness and a negative relationship between the effect of risk perception on football ticket purchase intention. This research conceptual model study is expected to provide an understanding of football club management so that they can properly manage football match tickets. This article is also expected to contribute theoretically and practically and may be used for future studies.
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