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Unravelling influencer power: Analysing the impact of digital influencers on the purchase intentions of Indonesian football fans
Journal of Cultural Marketing Strategy,
9
(1),
21-33
(2024)
Abstract
This paper examines factors influencing intentions to purchase football club merchandise, emphasising the roles of digital influencers and subjective norms. A quantitative approach was employed, gathering data from online questionnaires within Indonesian football communities. The results reveal that product attributes positively impact purchase intentions, while attitude mediates the relationship between product attributes and intentions. Digital influencers are found to significantly influence intentions, partially mediated by subjective norms. The findings offer valuable insights for football club marketing strategies, highlighting the powerful role of digital influencers. Limitations include data collection during the COVID-19 pandemic and a predominantly male respondent base. Future research could diversify samples and explore purchase intentions in different sports and merchandise categories. Overall, this paper contributes to understanding the factors shaping purchase intentions and emphasises the significance of digital influencers in consumer behaviour.
Keywords: purchase intentions; football club merchandise; product attributes; attitude; digital influencers; subjective norms; marketing strategies.
The full article is available to subscribers to the journal.
Author's Biography
Yoseph Benny Kusuma is a PhD student at the Faculty of Economics and Business Studies, Brawijaya University. His research interests centre on social media marketing, consumer behaviour and sport marketing.
Surachman is a professor in the Faculty of Economics and Business Studies, Brawijaya University. His research interests centre on consumer behaviour, strategic marketing and entrepreneurship. He has a PhD from Airlangga University.
Fatchur Rohman is a professor in the Faculty of Economics and Business Studies, Brawijaya University. His research focuses on social media marketing, service marketing and e-commerce. He holds a PhD from Brawijaya University.
Astrid Puspaningrum is a professor at the Department of Management, Faculty of Economics and Business Studies, Brawijaya University. Her research interests centre on social media marketing, brand management and consumer behaviour. She has a PhD from Brawijaya University.
