Analisis Fanatisme dan Loyalitas Suporter Pada Keputusan Pembelian Merchandise Klub PSMS Medan

Abstract

Football in Indonesia is not merely a sport but has become an integral part of the social and cultural identity of society. Supporters, as a vital element, do not only provide encouragement in the stadium but also serve as a potential source of revenue for clubs through the purchase of official merchandise. This study aims to analyze how supporter fanaticism and loyalty influence the purchasing decisions of PSMS Medan merchandise. The research employed a qualitative descriptive method with data collected through in-depth interviews and documentation involving store owners, supporter group leaders, and active fans. The findings reveal that the fanaticism of PSMS Medan supporters is reflected through emotional attachment, community identity, and the desire to own club-related attributes. Meanwhile, supporter loyalty is demonstrated by consistent behaviors such as attending matches, wearing team attributes, and purchasing merchandise. However, the study also found that not all forms of fanaticism directly translate into purchasing decisions. Attitudinal loyalty plays a stronger role in shaping intentions, whereas behavioral loyalty is highly influenced by external conditions such as price, availability, and team performance. This study concludes that while fanaticism and loyalty are significant, they are not the sole determinants of merchandise purchasing decisions. The findings underscore the necessity for marketing strategies that integrate emotional engagement with practical approaches. Future research could expand this inquiry by examining the role of digital media in shaping the consumption behavior of football supporters.