Pengaruh Brand Image Terhadap Fanatisme Supporter Manchester United

Abstract

Meskipun performa klub mengalami penurunan dalam satu dekade terakhir, Manchester United tetap menjadi salah satu klub dengan pendapatan dan basis suporter terbesar di dunia. Studi ini menguji bagaimana brand image berkontribusi terhadap tingkat fanatisme suporter. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik survei melalui kuesioner yang disebarkan kepada 149 suporter Manchester United menggunakan metode non-probability purposive sampling. Data dianalisis menggunakan teknik SEM-PLS melalui software SmartPLS 4.0. Hasil penelitian menunjukkan bahwa dimensi non-product-related attributes dan benefits dari brand image memiliki pengaruh signifikan terhadap fanatisme, sementara product-related attributes tidak menunjukkan pengaruh yang signifikan. Temuan ini mengindikasikan bahwa keterikatan emosional dan nilai historis klub lebih dominan dalam membentuk fanatisme dibandingkan kualitas kualitas permainan terkini. Rekomendasi strategis ditujukan pada penguatan elemen historis, budaya klub, serta interaksi emosional dengan suporter sebagai pendekatan pemasaran jangka panjang.

Despite the club's declining performance in the past decade, Manchester United remains one of the clubs with the largest revenue and supporter base in the world. This study examines how brand image contributes to the level of fanaticism of supporters. This research uses a quantitative approach with survey techniques through questionnaires distributed to 149 Manchester United supporters using non-probability purposive sampling method. The data was analyzed using SEM-PLS technique through SmartPLS 4.0 software. The results showed that the non-product-related attributes and benefits dimensions of brand image had a significant influence on fanaticism, while product-related attributes did not show a significant influence. These findings indicate that emotional attachment and the club's historical value are more dominant in shaping fanaticism than the quality of current game quality. Strategic recommendations are aimed at strengthening historical elements, club culture, and emotional interaction with supporters as a long-term marketing approach.