Tottenham Hotspur is one of the highest-earning football clubs in the world, generating approximately €631 million during the 2022/23 season and recording jersey sales worth £31.9 million. The club also ranked 10th in terms of revenue from merchandise sales, earning around €74 million in 2023. This study aims to identify the factors that drive fans to purchase merchandise by examining four variables: loyalty, fanaticism, brand love, and digital marketing, in relation to the merchandise purchase decisions of Tottenham Hotspur FC fans in Indonesia and the United Kingdom. The research uses a quantitative approach with a survey method conducted through a Google Form questionnaire. The sampling technique applied is purposive sampling, with a total of 200 respondents — 100 from Indonesia and 100 from the UK. Data analysis was carried out using Smart Partial Least Squares (Smart-PLS) version 4.0. The results indicate that brand love, loyalty, and digital marketing significantly influence fans in both countries, while fanaticism is only significant among fans in the United Kingdom. In Indonesia, brand love is the most dominant factor, whereas in the UK, digital marketing has the strongest influence.
Kata Kunci: Tottenham Hotspur FC, Loyalty, Fanaticism, Brand love, Digital marketing, Purchase decision