PENGARUH SPONSORSHIP DALAM MENINGKATKAN BRAND AWARENESS (Studi pada Sponsorship Garuda Indonesia Terhadap Liverpool FC sebagai Global Official Airline Partner)

Aqidah Nuril Salma

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.

 

Abstrak

Garuda 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.


Keywords


Sponsorship; Brand Awareness and Global Official Airline Partner

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DOI: https://doi.org/10.18326/inject.v2i1.1-26

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