Analysis of The Effect of Product, Price, Place, and Promotion on Spectator Loyalty of The Surabaya Football Kicking League

Muhammad Aldiansyah

doi:10.1512/54h7cr71

Authors

Muhammad Aldiansyah Universitas Negeri Surabaya Author

DOI:

https://doi.org/10.1512/54h7cr71

Keywords:

Product, Place, Promotion, Price, Participant Loyalty, Liga Tendang Bola Surabaya

Abstract

This study aims to analyze the influence of Product (Event Experience), Price (Ticket Price & Participation Fee), Place (Location & Accessibility), and Promotion (Promotion & Digital Marketing) on Participant Loyalty in the 2025 Liga Tendang Bola Surabaya (LTB Surabaya 25). With the global sports industry projected to contribute $599.9 billion to global GDP by 2025, the importance of organizing effective local sports events has increased. This research employs a quantitative approach using multiple linear regression analysis, based on data collected from 370 Gen Z respondents who attended LTB Surabaya 25. The results indicate that all four variables have a positive and significant effect on participant loyalty, both partially and simultaneously. These findings are expected to serve as a basis for developing business strategies in local sports events to enhance participant loyalty and ensure the sustainability of future events.

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Author Biography

Muhammad Aldiansyah, Universitas Negeri Surabaya

Experienced Chief Executive Officer with a demonstrated history of working in the events services industry. Skilled in Vendor Management, Event Planning, Team Leadership, Video Production, and Graphic Design. Strong business development professional with a Bachelor of Digital Business - BBA focused in Business, Management, Marketing, and Related Support Services from Universitas Negeri Surabaya.