The Influence of Price, Game Attractiveness, and Audience Preference on the Decision of Purchase Home Match Tickets Persib Bandung in Liga 1 Year 2019

Abstract

Football club in Indonesia income sources consist of four sectors, ranging from sponsorships, television broadcasting rights, sales of official club merchandise, and sales of match tickets. Match tickets are one source of income for a professional sports team. This study aims to determine the effect of price, game attractiveness, and audience preference on the decision to buy tickets for Persib Bandung home match in Liga 1Year 2019. The data used in this study are primary data by distributing questionnaires to 400 peoples. The sample selection used in this study is a probability sampling method, with the Proposional Stratified Sampling technique. The sample will be divided into several categories based on the position of the stadium seating stands chosen by the respondents. The criteria for respondents determined by the researcher were ticket buyers for Persib Bandung home matches in Liga 1 Year 2019. The analysis technique used is multiple linear regression analysis. The results obtained from multiple linear regression analysis are price, game attractiveness, and audience preference simultaneously affect the decision to buy tickets for Persib Bandung home match in Liga 1 Year 2019. Price and audience preference variables partially influence the purchasing decision for Persib Bandung home match tickets in Liga 1 Year 2019. However, game attractiveness partially has no effect on the decision to purchase for Persib Bandung home match in Liga 1 Year 2019. This research is expected to be reference to choose which variable is better used in future studies. For organizing committee, this research can be a reference to increase sales of Persib match ticket sales in the following year's competition.