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All Journal Jurnal Sosiologi Reflektif Jurnal Sosioteknologi Ilmu Dakwah: Academic Journal for Homiletic Studies Jurnal Studi Komunikasi Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia INJECT (Interdisciplinary Journal of Communication) Jurnal Pendidikan Sejarah dan Riset Sosial Humaniora (KAGANGA) Wacana: Jurnal Ilmiah Ilmu Komunikasi Jurnal Penelitian Pers dan Komunikasi Pembangunan The Journal of Society and Media Muslim Politics Review eProceedings of Management Innovative: Journal Of Social Science Research TRJ (Tourism Research Journal) Journal of Communication, Business and Social Science (JCOBS)
Salma, Aqidah Nuril
Universitas Telkom
Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Journal : INJECT (Interdisciplinary Journal of Communication)

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PENGARUH SPONSORSHIP DALAM MENINGKATKAN BRAND AWARENESS (Studi pada Sponsorship Garuda Indonesia Terhadap Liverpool FC sebagai Global Official Airline Partner) Aqidah Nuril Salma
INJECT (Interdisciplinary Journal of Communication) Vol 2, No 1 (2017)
Publisher : IAIN Salatiga

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (257.043 KB) | DOI: 10.18326/inject.v2i1.1-26

Abstract

Garuda Indonesia is the first and the only airline in Indonesia that implement sponsorship programs with international soccer club, Liverpool FC. This study uses sponsorship dimension consisting of target audience reach, compatibility with the company’s or brand positioning, and message capacity. This research applies quantitative approach and involves 83 respondents as samples collected by non-probability and snowball sampling techniques. The results suggest that sponsorship has a strong effects towards brand awareness. Futher, multiple regression analysis also indicates that the dimensions of sponsorship compatibility with the company’s or brand positioning have the biggest influence towards brand awareness than the other two dimensions. AbstrakGaruda Indonesia adalah maskapai penerbangan pertama dan satu-satunya di Indonesia yang menerapkan program sponsorship dengan klub sepak bola internasional yang bernama Liverpool FC. Penelitian ini menggunakan dimensi sponsorship yang terdiri dari target audience reach, compatibility with the company’s or brand positioning, and message capacity. Penelitian ini menggunakan pendekatan kuantitatif dan melibatkan 83 responden sebagai sampel yang dikumpulkan dengan teknik non probability dan snowball sampling. Hasilnya menunjukkan bahwa sponsor memiliki efek atau pengaruh yang kuat terhadap brand awareness. Selanjutnya, analisis regresi berganda juga menunjukkan bahwa dimensi sponsorship compatibility with the company’s or brand positioning memiliki pengaruh terbesar terhadap kesadaran merek dibandingkan dua dimensi lainnya.
Co-Authors Aditya Ali Akbar, Muhammad Thalut Fauzul Amelia Dieka Pradana Amin, Muhammad Raihan Anisa Diniati Asadel, Muhammad Difa Awindya Wulandari Cassey Adela Tasliman Devi, Ni Luh Putu Febriyanti Suntari Gloria, Meisya Hambali, Eurico Jordan Khanisyahira, Audrie Kinda, Chorirotul Maulawiyatil Lestari, Martha Luh Made Kirana Medhawi Tenaya Martha Tri Lestari Muhammad Sufyan Abdurrahman Ni Luh Putu Febriyanti Suntari Devi Purnama Alamsyah Ramadinta, Safina Rohimakumulloh, Muhammad Al Assad Septiana Yustika Widyaningrum Slamet Parsono Syifaa Sutarjo, Moch. Armien Tasliman, Cassey Adela