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

Published: 3 September 2023| Version 4 | DOI: 10.17632/rgmwv7w2bf.4


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. The research data was collected using an online survey questionnaire, using a likerts scale of 1-5 accessible through WhatsApp was used to distribute questionnaires to respondents because it is the 3rd largest WhatsApp user in the world [2] with the largest number of football fans reaching 69% [1], as well as considering the effectiveness of research coverage where the Indonesian region consists of diversity. The questions in the questionnaire use Indonesian to facilitate the understanding of respondents in filling out the questionnaire. The English questionnaire is provided as an additional file. The total sample in the study amounted to 258 respondents from various club fans who had their membership status verified by the club's fan leader chairman. Researchers designed survey instruments using research designs based on previous research [1]. Part A of the survey asks about the sociodemographic profile of respondents, including name (optional), gender, occupation, and place of residence. Meanwhile, part B contains questions to measure consumer behavior variables namely commitment, trust, satisfaction, loyalty, and attachment in the context of sports marketing. as shown in Table 1.


Steps to reproduce

Data was collected using an online questionnaire with google form. The questionnaire is provided in Indonesian, adopted from a research questionnaire conducted by Sousa[1]. To maintain the reliability of the data, researchers embedded technical instructions for filling in the questionnaires distributed. The questionnaire was distributed to respondents from June 10, 2022 to July 7, 2022 via WhatsApp messages. To avoid bias in respondent selection, researchers collaborated with club fan leaders to verify potential respondents based on club fan membership data. The use of convenience sampling method was chosen and considered effective because the territory of Indonesia is an archipelagic country so that researchers are unlikely to reach all existing club fans to be respondents. In addition, researchers cannot force respondents to fill out questionnaires even though they already have information about the purpose of the study


Universitas Muhammadiyah Surakarta


Consumer Behavior, Sports Marketing, Soccer


Universitas Muhammadiyah Surakarta