The Effect of Archery Tournament Event Promotion and Perceived Benefits on the Intention to Join the FAST Archery Surabaya Club

Yurike Nina Bonita Pereira; Sengguruh Nilowardono

Yurike Nina Bonita Pereira Universitas Narotama
Sengguruh Nilowardono Universitas Narotama

Keywords: Archery, Event Promotion, Intention to Join, Perceived Benefits, Sport Marketing

Abstract

This study examines the effect of archery tournament event promotion and perceived benefits on the intention to join FAST Archery Club Surabaya. A quantitative survey approach was employed with 103 respondents selected through purposive sampling from individuals who knew about or had participated in FAST Archery Surabaya activities. Data were collected using a Likert-scale questionnaire and analyzed with IBM SPSS Statistics 27 through validity and reliability tests, classical assumption tests, multiple linear regression, t-test, F-test, coefficient of determination, and dominant-variable analysis. The results show that event promotion has a positive and significant effect on intention to join, whereas perceived benefits do not have a significant partial effect. Simultaneously, event promotion and perceived benefits significantly affect intention to join (F = 12.785; p < 0.001). The model explains 20.4% of the variance in intention to join. Event promotion is the dominant variable, with a standardized beta of 0.349 compared with 0.170 for perceived benefits. These findings indicate that attractive, informative, and experience-oriented event promotion plays a stronger role in encouraging public interest in joining the archery club than perceived benefits alone.

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