Factor influencing Gen Y's in choosing sports event activities: a case study of six foot Yellow Worldwide Sdn Bhd on Songkrun 2017 / Fatin Nabilah Hashim

Sports events activities such as outdoor runners are one of the fastest growing activities in the sports industry. Participation in the sports events may lead to many benefits to the events attendees. It also important to know whether the sports events activities are being recognized by the events attendees in order for them to participate in the sports events. Therefore this study is to identify the Gen Y awareness towards Songkrun 2017 events that are conducted by Six Foot Yellow Worldwide and also to determine factors that lead the Gen Y in choosing the sports event activities. The researcher are using research method which is quantitative and received 365 respondent from the stratified sampling that had been distributed on the event Songkrun 2017 that held at MAEPS, Serdang. In order to identify the factors, researcher using the reliability test and descriptive statistics analysis to test the factors that lead the Gen Y in in choosing sports event activities. This study reveals that based on the element of five independent variables, it shows that the highest frequency of the factors that lead the Gen Y in choosing sports event activities is friends which is peer influence elements. This indicates that the Gen Y is likely to participate in the sports events activities with their friends and not by themselves