Hardianto, Deny (2026) Determinan Niat Partisipasi Generasi Z Dalam Event Olahraga Prestasi: Perspektif Theory Of Planned Behavior Dan Identitas Budaya Madura. Masters thesis, Universitas Hayam Wuruk Perbanas.
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Abstract
This study examines the determinants of Generation Z’s intention to participate in competitive sports events in Bangkalan Regency by integrating the Theory of Planned Behavior and the Stimulus–Organism–Response model. Digital marketing, perceived AI-based content personalization, and health consciousness were modeled as background factors; attitude toward behavior, subjective norm, and perceived behavioral control as mediators; and Madurese cultural identity as a moderator. Data were collected through an online survey conducted from January to April 2026 among 300 students aged 17–19 in Bangkalan Regency who were registered athletes of a sport discipline, recruited through purposive and referral sampling, and analyzed using PLS-SEM. Fifteen of sixteen hypotheses were supported, and the model explained 55.1% of the variance in participation intention. Digital marketing was the dominant determinant, affecting all three Theory of Planned Behavior constructs and having the largest total effect on intention. Subjective norm and attitude were the strongest direct predictors of intention with comparable strength. Health consciousness affected intention both directly and through attitude, whereas perceived personalization had a significant but negligible effect. Madurese cultural identity strengthened the effect of subjective norm on intention but did not strengthen the effect of digital marketing on attitude. These findings suggest that event marketing strategies should combine digital content quality and interaction with the involvement of social referents such as coaches, schools, and community figures.
| Item Type: | Thesis (Masters) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Magister of Management |
| Depositing User: | DENY HARDIANTO |
| Date Deposited: | 13 Oct 2026 01:33 |
| Last Modified: | 13 Oct 2026 01:33 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/14542 |
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