Tawekal, Qinanta Putra P. (2018) Pengaruh Strategi Sponsorship terhadap Brand Awareness (Studi Kuantitatif pada perusahaan Grab Indonesia dalam event Indonesian Idol 2018). Sarjana thesis, Universitas Brawijaya.
Abstract
Grab Indonesia merupakan salah satu perusahaan yang menawarkan jasa transportasi online. Untuk bersaing dalam pasar transportasi online, Grab Indonesia membutuhkan strategi pemasaran yang tepat. Pada akhir tahun 2017, Grab Indonesia mengumumkan kerjasama dengan Indonesian Idol 2018 yang berbentuk kerjasama sponsorship. Sponsorship dalam penelitian ini menjadi variabel utama yang merupakan salah satu strategi pemasaran dan termasuk kedalam teori marketing communication mix yang disebutkan oleh Kotler & Keller (2006). Variabel Independen dalam penelitian ini diukur menggunakan tiga sub-variabel, dengan diantaranya yaitu event factors (X1), sponsorship factors (X2), sponsor factors (X3) dan diuji apakah terdapat pengaruh terhadap variabel Brand Awareness (Y). Sampel dalam penelitian ini berjumlah 272 responden dengan persebaran se-Indonesia. Karakteristik responden penelitian ini yaitu penonton Indonesian Idol 2018 yang telah menonton Indonesian Idol 2018 minimal dua kali penayangan televisi, serta telah berusia minimal 18 tahun. Teknik pengambilan sampel penelitian ini menggunakan teknik quota sampling. Alat uji instrumen penelitian ini ialah uji validitas dan uji reliabilitas. Analisis data penelitian ini menggunakan analisis regresi berganda dengan tiga uji asumsi klasik yaitu uji normalitas, uji multikolinieritas, dan uji heteroskedastisitas. Hasil pada penelitian ini menunjukan bahwa keseluruhan variabel Sponsorship (X) secara bersama-sama berpengaruh signifikan terhadap Brand Awareness (Y). Namun dalam pengujian secara individu (parsial), variabel Event Factors (X1) tidak memiliki pengaruh yang signifikan terhadap variabel Brand Awareness, berbeda dengan dua variabel lainnya yaitu Sponsorship Factors (X2), dan Sponsor factors (X3) yang berpengaruh signifikan terhadap variabel Brand Awareness (Y). Adapun variabel yang paling dominan pengaruhnya ialah variabel Sponsorship Factors (X2). Sehingga dapat dikatakan bahwa Sponsorship Factors merupakan variabel yang paling mempengaruhi Brand Awareness.
English Abstract
Grab Indonesia was a companies that offer online transportation services. To compete in online transportation market, Grab Indonesia needs a right marketing strategy. At the end of 2017, Grab Indonesia announced a partnership with Indonesian Idol 2018 in the form of sponsorship cooperation. Sponsorship in this research becomes the main variable which is one of marketing strategy and included into marketing communication mix theory mentioned by Kotler & Keller (2006). The independent variables in this study were measured using three sub-variables, including event factors (X1), sponsorship factors (X2), sponsorship factors (X3) and tested whether there was an influence on Brand Awareness (Y) variables. The sample in this study amounted to 272 respondents with the spread throughout Indonesia. Characteristics of the respondents in this research is Indonesian Idol 2018 spectators who have watched Indonesian Idol 2018 at least two times from television, and has been at least 18 years old. The sampling technique of this research is using quota sampling technique. The instrument test used in this research is validity and reliability test. Analysis technique of this research is using multiple regression analysis with three classical assumption test that is normality test, multicollinearity test, and heteroscedasticity test. The results of this study indicate that the overall Sponsorship (X) variable together significantly influence Brand Awareness (Y). However, in the individual test (partial), Event Factors (X1) variables have no significant effect on Brand Awareness variables, unlike the other two variables: Sponsorship Factors (X2), and Sponsor factors (X3) which significantly influence Brand Awareness (Y). The most dominant variable 5 in this research is Sponsorship Factors variable (X2). So it can be said that sponsorship factors is the variable that most influence Brand Awareness.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIS/2018/666/051808656 |
| Uncontrolled Keywords: | Sponsorship, Brand Awareness, Event Factors, Sponsorship factors, Sponsor factors, Grab Indonesia, Indonesian idol. Sponsorship, Brand Awareness, Event Factors, Sponsorship factors, Sponsor factors, Grab Indonesia, Indonesian idol. |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.82 Sales promotion > 658.827 Use of brands and trademarks |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 07 May 2019 02:23 |
| Last Modified: | 22 Oct 2021 03:05 |
| URI: | http://repository.ub.ac.id/id/eprint/163703 |
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