Data on Consumer Behavior in The Context of Sports Marketing to Football Fans in Indonesia

Published: 16 May 2023| Version 2 | DOI: 10.17632/rgmwv7w2bf.2


This data set provides data related to measuring consumer behavior in the context of sports marketing among football fans in the Indonesia Premier League. The survey was conducted online using a Google form with a Likert scale. Questions in the questionnaire include marketing variables represented by brand commitment (12 questions), brand trust (4 questions), brand satisfaction (8 questions), brand loyalty (3 questions), and brand attachment (4 questions). The survey was conducted in June–September 2022. A total of 258 football fans across Indonesia were selected using non-probability sampling techniques. Survey data is analyzed using structural equation modeling (SEM) using Smart PLS software to identify estimates of primary construction relationships in the data. The data can help football club managers and business operators in the field of football sports map and plan marketing strategies for organizational development and gain valuable economic benefits. There are three attachments: 1. Analysis of Smart PLS data (this data shows the results of data analysis in the Smart-PLS output format that is exported to Microsoft Excel) 2. Questionnaire: "Sports Marketing in Indonesia: Football Fans" (This data contains the distribution of questionnaire questions to respondents in Microsoft Excel.) 3. Data in Brief: Sports Marketing in Indonesia Soccer Fans_revision This data contains the results of the questionnaire's completion by respondents. Authors replace province-based clusters to facilitate data encoding and reading and avoid multiple interpretations of domicile location in homepage data.


Steps to reproduce

Data collected through an online survey (Google Form) of football supporters in Indonesia's top leagues Next, the data is imported into Microsoft Excel and analyzed with Smart PLS software. Respondents were determined using the non-probability sampling method via the Google Form that was given to the football fan coordinator in the main league of Indonesia via WhatsApp app messages to be then disseminated to members of the football fan community.


Universitas Muhammadiyah Surakarta


Consumer Behavior, Sports Marketing, Soccer


Universitas Muhammadiyah Surakarta