The Differences in Audiences’ Attitude, Perception, and Loyalty

based on Gender towards Volleyball League Matches

in Yogyakarta, Indonesia

Egi Sanjaya

, Yustinus Sukarmin

Universitas Negeri Yogyakarta, Jl. Colombo No.1 Yogyakarta, Indonesia

Keywords: Attitude, Perception, Loyalty, Gender, Volleyball.

Abstract: This research is a descriptive study with mixed methods (quantitative & qualitative). The purpose of this

study is to look for differences in attitudes, perceptions, and loyalties between male and female audiences in

volleyball pro league matches. The study involved 60 spectators (N = 60) who participated in volleyball pro

league competition in Yogyakarta, Indonesia. The 60 samples were divided into 2 covering 30 male viewers

and 30 female viewers. The aim of this study is to look for differences in men and women audience

regarding the predetermined variables. Those variables are the attitudes, perceptions, and loyalty of men and

women spectators towards the matches. Within each variable, there are influencing indicators as well. This

research applies Statistical Product and Service Solutions (SPSS) and Structural Equation Modeling (SEM)

analysis. Data collection was done through direct observation using questionnaires. Based on the findings

and discussion which have been proposed in this study, it can be concluded that there are differences between

men and women related to perceptions of attitudes and attitudes towards loyalty.

1 INTRODUCTION

Sports games in the current era of globalization are

no longer just ordinary shows but a spectacle that

produces profits in the economy world both in the

entertainment industry and show business. Each

event is able to bring hundreds to thousands of

spectators. Within economic development point of

view, sport can be seen in the framework of thought

and the developed approach patterns. Wiratmo

(1992) said that developing countries were convinced

that industrialization was needed to enable a country

to grow and develop quickly [20].

The sports industry is defined by Pitts, Fielding

and Miller as "all the production of goods, services,

places, people, and thoughts offered to customers,

related to sports.” Ozanian said that "Sports aren't

just big business. Sport is one of the fastest growing

industries in America that is intertwined with every

aspect of the economy.”

Sports that initially only constitute an activity to

fill leisure time and media to maintain health now

can also be made into sport economic business

events. A sport event that succeeds in making a big

profit can be correlated to how many people watch

the matches.

Audience is very influential in sports business.

Therefore, various elements need to come under

consideration if a party wishes to hold an event.

Some examples of those elements are matches,

games, and infrastructure. A game might attract a

very large audience in Indonesia especially major

sport games such as soccer, volleyball, and

basketball because the sports are very popular in all

circles both in terms of geographical aspect, age, and

gender.

Talking about audience’s gender, the presence of

female audience nowadays is very influential in a

match, not inferior to the male audience. Harrison

and Bukstein (2013) say that the growing number of

female spectators in sport games has been significant.

One area that needs to be further investigated is how

gender influences a sport match in the context of

spectator matches [10]. In a research, (Galen Ladero

et al., 2015) it has been shown that men and women

have different attitudes and perceptions towards

prosocial initiatives. Galen Ladero (2015) find out

that women are more positive than men. Likewise,

several studies have shown that women generally

have better attitudes than men (Bucic, 2012) [9].

540

Sanjaya, E. and Sukarmin, Y.

The Differences in Audiences’ Attitude, Perception, and Loyalty based on Gender towards Volleyball League Matches in Yogyakarta, Indonesia.

DOI: 10.5220/0009796305400546

In Proceedings of the 3rd Yogyakarta International Seminar on Health, Physical Education, and Sport Science in conjunction with the 2nd Conference on Interdisciplinary Approach in Sports

(YISHPESS and CoIS 2019), pages 540-546

ISBN: 978-989-758-457-2

In addition, other research finds out that men are

more skeptical about intentions and more likely to

agree that companies exploit causes for profit (Chang

& Cheng, 2014). However, it remains unknown

whether gender differences contribute to

distinguished perceptions within the context of sport

spectators. Considering the increasing number of

female sports viewers (Harrison & Bukstein et al.,

2013), it is important to understand how male and

female audiences differ in responding to prosocial

initiatives. Findings from this study will provide

insight regarding the value of efforts in building

equity between different consumer segments [10].

From several viewers with various background of

geographical aspect, age, and gender, the author

wants to find several diverse factors viewed from

gender variable because the audience in the current

era of globalization is really far different from those

in ancient times. In ancient times the match could

only be watched by certain circles and the majority

of viewers was men. It is not uncommon nowadays

that female viewers also take part in enlivening a

match. Therefore, the writer wants to raise the title

above about audience’s attitudes, perceptions and

loyalty based on their gender variety.

The purposes of this study are (1) to find out

attitude differences of spectators based on their

gender in volleyball match, (2) to find out a variety

of perceptions of sport audience based on the gender

differences, (3) to find out how much loyalty that

audience with different gender has in volleyball pro

league matches. This research is very important

because the results will show both important and

weak points towards gender interest in volleyball pro

league matches in Yogyakarta.

2 THEORETICAL

BACKGROUND

2.1 Attitude

Attitude is a behavior because it is related to

perception, personality and motivation. Attitude is a

state of mental attitude which is learned and

organized according to experience and which

stimulates a person's special influence or reaction on

other people, objects, and situations related to it.

Attitude is a predisposition (susceptible state) to

a person, idea or object. Attitudes consist of various

levels namely receiving (responding), responding

(responding), valuing (valuing) and responsible

(responsible). Attitude is a tendency to act towards

people and objects a such as showing someone

appreciation (Thedore M. Newcomb translation of

Slamet Santoso, 2010: 40). [14]

Meanwhile according to Taylor, Shelly and

David (Tri Wibowo translation, 2009: 165) attitude

is an evaluation of objects, issues, or people. [16].

Attitudes are based on affective, behavioral and

cognitive information. Another opinion regarding

attitudes is raised by S. Sttanfeld (in Slamet Santoso,

2010: 41). Attitude is the tendency to act or react

happily or unhappily to people, objects or situations.

[14].

2.2 Perception

Sarlito W. Sarwono (2009: 24) argues that

perception in general is a process of acquiring,

interpreting, selecting and organizing sensory

information. Perception takes place when a person

simulates stimulus from the outside world that is

captured by the organs of his help which then enters

the brain [12].

Perception is the process of finding information

to be understood using sensing tools (Salito W.

Sarwono, 2002: 94). Perception contains a process

within us to know and evaluate the extent to which

we know others. In this process the sensitivity of a

person to the environment begins to appear. The

perspective will determine the impression resulting

from the perception process. [12].

2.3 Moderate Role of Gender in Sports

With regard to gender differences, this study

provides reasons to believe that women are more

responsive and have more favorable attitudes than

men towards prosocial behavior. And here the

researcher will examine gender attitudes towards

volleyball competition whether women's attitudes are

more favorable in the sports field or vice versa. Men

are humans who were created with greater physical

and muscular abilities. Generally, men are masculine

whereas women are humans who were created with

higher sensitivity and are feminine.

Allan and Barbara (2007) describe men and

women differently. One of them is not worse or

better than the other, but they are indeed different.

The only similarity between men and women is that

both belong to the same species. The world of men

and women is different, including the values and

regulations that men and women obey. Men and

women from any culture, creed and race continue to

argue with each other about the opinions, behaviors,

attitudes and beliefs of their partners [18].

The Differences in Audiences’ Attitude, Perception, and Loyalty based on Gender towards Volleyball League Matches in Yogyakarta,

Indonesia

541

2.4 Price

Ticket prices are an important factor that needs to be

considered by sellers as an effort to attract sports

audience. Ticket price is one aspect that determines

whether a person chooses to watch or not. To

determine the level of ticket prices, it can usually be

seen from the interest or interest of a sport branch,

meaning that the ticket price to be set is acceptable or

not by the buyer. If it is not acceptable, then it is

better to change the ticket price immediately. Ticket

pricing can be determined by the facilities and

comfort provided for the audience.

2.5 Satisfaction

Satisfaction is defined as a sense of pleasure that

meets one's expectations. Dissatisfaction is a result of

hope which causes negative taste and impact. In

general, it can be interpreted that satisfaction is a

feeling of pleasure or disappointment from someone

who comes from self by comparing spending and

performance as well as the results of a match.

Scientific sources of sports management, relevant

research that has the first category that the

satisfaction of the actors play a mediation that is the

link between quality and loyalty (Avourdiadou &

Theodorakis, 2014). Meanwhile, the second category

has been proven by research that loyalty is directly or

indirectly influenced by the quality of service

through the satisfaction of the perpetrators who can

be traced to work. [1].

2.6 Loyal Behavior

Audience loyalty can be used as a benchmark in

deciding the policy whether or not the match will be

conducted again. The better the quality and service of

a match are, the more increasing the interest of the

audience will be. It is likely that there is no

disappointment arising from the audience regarding

the price of the ticket and the services in it.

The categories are regulated in the competition rules

and are led by a valid technical implementation. The

formation of attitudes is the basis of the formation of

motion which includes physical and spiritual

attitudes. Physical attitude is physical readiness to

make movements with good technical skills. The

spiritual attitude is readiness. [1].

2.7 Championship

The first world championship was held in 1949 in

Prague, Czechoslovakia. In this first edition, there

were 10 participating teams and all came from

Europe. Three years later, this championship began

to be followed by teams from Asia and the next

edition was also followed by teams from North and

Central America. Since volleyball entered the 1964

Olympics, this championship is held every four

years. In 1970, for the first time a team from Africa

entered the competition, so all five continental

confederations participated in this championship.

The FIVB Men's Volleyball Men's World

Championship is an international volleyball

competition attended by the senior men's national

team of members of the Fédération Internationale de

Volleyball (FIVB), the world volleyball regulator.

This championship was held for the first time in

1949.

During the initial period of the year the

implementation varied (1949, 1952, 1956, 1960,

1962), but since 1962 the tournament has been held

every four years. The current format of the

competition starts with the qualifying round to look

for teams that participate in the championship finals.

In total there are 24 teams including the host who

gets an automatic ticket. The host takes part in the

tournament with a duration of about one month. As

of 2014, 18 championships have been won by seven

different national teams. The current champions was

Poland who won the 2014 championship in their own

country. The 2018 competition will be held in Italy

and Bulgaria. Volleyball events in each country are

considered to be prestigious. At this time we discuss

the prestigious annual event in Indonesia namely pro

league (proliga).

2.8 Pro League (Proliga) Event

Proliga is an annual professional volleyball

competition in Indonesia which is very popular and

prestigious among Indonesian people. Proliga was

first held in 2002 precisely from February 1 to April

7, 2002 and has been held in five cities so far;

Jakarta, Bogor, Bandung, Yogyakarta and Gresik.

Proliga is a competition which is a breakthrough

of the chairman of the All Indonesia Volleyball

Association (PBVSI) at the time, Rita Subowo, who

now serves as Chairman of the KONI Center. Rita

Subowo turned Proliga's professional volleyball

competition into a sport calendar since 2002. In

2013, the competition which began rolling on 15

February was attended by 14 volleyball clubs and

competed for a total prize of 1 billion rupiah. The

final took place on 5 May. Proliga 2013 conducted

road shows in 9 cities namely Jakarta, Palembang,

YISHPESS and CoIS 2019 - The 3rd Yogyakarta International Seminar on Health, Physical Education, and Sport Science (YISHPESS

2019) in conjunction with The 2nd Conference on Interdisciplinary Approach in Sports (CoIS 2019)

542

Solo, Banyuwangi, Gresik, Magetan, Semarang,

Yogyakarta and Bandung.

Yogyakarta will host the semifinal or final four

rounds while the finals will be held in Bandung. It is

unfortunate that the two volleyball clubs, Bandung

Tectona and Alko, will not take part in Proliga this

year due to internal problems. In the men's section,

there are 7 volleyball clubs participating in this year's

Proliga. They are Jakarta Sananta Indocement,

Palembang Sumsel Bank, Jakarta Electricity PLN,

Semarang Central Java Bank, Surabaya Samator,

Jakarta Pertamina Energi and the five collecting

Proliga titles (2003, 2005 2006, 2010 and 2012),

Jakarta BNI 46. From the women's section, there are

seven clubs participating in this match namely

Jakarta Popsivo PGN, Manokwari Valeria West

Papua, Gresik Petrochemical, Electricity Jakarta

PLN, Jakarta Air Force, Jakarta BNI 46 and Jakarta

Pertamina Energi. To fulfill the ambitions of each

club, besides being filled by reliable young players,

the club is allowed to recruit foreign legions with

regulations of only 3 foreign players allowed for each

club and only 2 playing simultaneously.

In 2015, Proliga took place in eight cities in

Indonesia during February 6

- April 16

. Gong

competition begins with Balikpapan, East

Kalimantan, to host. The first round took place on

February 6

-8

at the Sport & Convention Center

(BSCC) Balikpapan. Five men teams and seven

women teams competed for the best club title. The

five men teams competing were Jakarta Pertamina

Energi, Surabaya Samator, Jakarta Electric PLN,

Jakarta BNI 46, and Palembang Bank Sumsel.

Meanwhile, in women section, there were seven

teams competing namely Jakarta Pertamina Energi,

Jakarta Popsivo Polwan PGN, Jakarta Electric PLN,

Gresik Petrochemical, Manokwari Valeria West

Papua, Jakarta BNI 46, and Jakarta Bank DKI. The

winner of this Proliga was be awarded a prize of IDR

200 million. The second-place team got a prize of

IDR 125 million, and the third place was entitled to a

prize of Rp. The fourth position team received IDR

25 million. After Balikpapan, Proliga shifted to

several other cities in Indonesia including

Palembang, Malang, Gresik, Probolinggo, and

Jakarta.

3 METHOD

This study uses a mixed method approach which is a

combination of qualitative and quantitative approach.

This data collection technique uses a questionnaire.

Data analysis techniques apply SPSS and SEM. This

study aims to show differences in attitudes,

perceptions and loyalty of the audience in the

volleyball league pro match in Yogyakarta based on

the gender variable. Male and female audiences were

investigated through the following variables:

attitudes, perceptions, and loyalty.

Research models and hypotheses in this study can

be explained in the figure below.

a. Perception variable (X1)

b. Attitude variable (X2)

c. Loyalty variable (Y1)

Figure 1: Variables: attitudes, perceptions, and loyalty.

From the picture above, it can be explained that

the attitude has two characteristics namely where the

explanation in the picture A1 (positive-negative), A2

(Valuable-worthless), A3 (Pleasant-unpleasant), and

A4 (Attractive-repulsive). From the perception or

viewers’ view of the facilities provided, the state of

the infrastructure, security for the audience during

the match, idol players or favorite teams and ticket

price, those can be indicators whether or not the

viewer's views affect to one's attitude towards

loyalty.

From the model, the following problems were

formulated.

1. Does the audience's attitude have a

significant effect on loyalty?

2. Does perception have a significant effect on

attitude?

3. Does perception have a significant effect on

loyalty?

4. What is the difference in gender perception

of attitude and attitude to loyalty?

The Differences in Audiences’ Attitude, Perception, and Loyalty based on Gender towards Volleyball League Matches in Yogyakarta,

Indonesia

543

3.1 Construct Reliability and Validity

Table 1: Construct reliability and validity

Cron

bach’

Alpha

Rho_A

Composite

Realibity

AVE

Attitude 0,799 0,813 0,868 0,632

Loyality 1,000 1,000 1,000 1,000

Perceived 0,867 0,892 0,903 0,653

Besides viewed from the convergent validity

loading factor, it can also be seen from the Average

Variance Extracted (AVE) value. In this study the

AVE value of the contract is above 0.5. Therefore,

there is no convergence validity problem in the

tested model.

Construct validity is the validity of the question

as to how far the test items are able to measure what

will actually be measured according to a specific

concept or conceptual definition that has been

established (Hair, Anderson, Tatham, & Black,

1995, p. 641). To test the construct validity, we test

convergent validity and discriminant validity.

Convergent validity is the extent to which a measure

of AVE shows the average communality for each

latent factor (Garson, 2012) and it must yield 0.50 or

higher (Hair et al., 2014). In this study, all AVE

values above 0.50 indicate dimensions and show that

the convergent validity of each latent factor is

acceptable (Table 1).

3.2 Outer Model Testing

Figure 2: Outer model testing

The picture presents the relationship or

correlation between indicators and variables whether

there is an influence of the indicator on the variable

or the effect of the variable on other variables.

Apart from the loading factor value, convergent

validity can also be seen from the value of Average

Variance Extracted (AVE). In this study the AVE

value of each construct is above 0.5. Therefore, there

is no convergence validity problem in the model

being tested.

3.3 Collinearity Statistics (VIF)

Table. 2: collinearity statistic (VIP)

VIF

A1 2,025

A2 2,453

A3 1,798

A4 1,634

Facilities 2,543

Fans / Idol 2,175

Infrastructure 2,804

Price 1,631

Security 1,717

Loyalty 1,000

To assess collinearity, researchers consider the

variance inflation factor (VIF). As can be concluded

from Table 2, the VIF values in this study are well

below the 5 threshold values, indicating that

collinearity is not a problem (Hair et al., 2011).

Figure 3: Diagram (AVE)

This graph shows the association and

correlation between one variable and another one

based on observations of attitudes associations -

behavioral loyalty, service perceptions - attitudes

and perceptions of loyalty.

(

)

(

)

YISHPESS and CoIS 2019 - The 3rd Yogyakarta International Seminar on Health, Physical Education, and Sport Science (YISHPESS

2019) in conjunction with The 2nd Conference on Interdisciplinary Approach in Sports (CoIS 2019)

544

3.4 Total Effects

Table 3: Total effects

Attitude Loyality Perceived

Attitude 0,650

Loyality

Perceived 0,793 0,515

From the total effects above, it can be

explained regarding the effect between each

variable that there is an influence of attitude on

loyalty for as much as 0.650, the effect of

perceived on attitude for as much as 0.793 and

the effect of perceived on loyalty for as much as

0.515. (Table 3).

4 RESULTS AND DISCUSSION

According to the research result, it can be seen

that the attitude of the audience is influenced by

perceptions and loyalty as a result of the effect of

audience satisfaction on service quality and

competition on loyalty. There can be seen

differences in the views and attitudes of male

and female audiences in which attitudes toward

perceptions are better for female than for male

audiences, but attitudes toward loyalty are better

for men than for women.

The calculation of the original sample and T

Statistics prove that there is a positive and

significant effect between the attitude and

perception of the audience on their loyalty in

which the original sample results are positive.

These results explain that to achieve loyalty, the

audience must feel satisfied. It affects the

audience to increase their interest in the next

match. However, the loyalty of the audience is

influenced by the satisfaction of the customers

even though in terms of the tariff, there are

difficulties or a sense of discomfort towards the

match ticket tariffs.

5 CONCLUSION

Based on the research results and discussion that

have been proposed, it can be concluded that

there are differences between men and women

regarding perceptions of attitudes and attitudes

towards loyalty. In this case, gender strongly

influences perceptions of satisfaction in which

women's attitudes are very positive towards

perceptions but not in loyalty. On the contrary,

for men, attitudes are not too influential towards

a perception but contributing a lot to great

loyalty.

The attitudes are greater for men than for

women, indicating the relationship between

social responsibility initiatives in a sport event

and attitudes will be stronger for male audiences

than for female audiences.

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2019) in conjunction with The 2nd Conference on Interdisciplinary Approach in Sports (CoIS 2019)

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