Pengaruh Loyalitas dan Fanatisme Supporter pada Klub terhadap Keputusan Pembelian Merchandise Orisinal: Studi pada Supporter Persela Lamongan

This study aims to investigate the effect of loyalty and fanaticism on supporters’ in purchasing original merchandise. Fanaticism was proposed mediate purchase. About 100 samples from supporters Persela Lamongan football club were used test model. Data collected by questionnaire tested its validity reliability. We apply Partial Least Square (PLS) method hypothesis. Based research results, it could be concluded that did not affect decisions. Meanwhile, had been proven supporter a positive fanaticism, significant It means able strengthen influence