Pengaruh Sponsorship dan Brand Identity Terhadap Minat Beli (Survei pada Suporter Klub Sepak Bola Arema FC, Persija Jakarta dan Persipura Jayapura yang disponsori oleh Merek Specs)

Ilmi, Merdeka Altoni (2018) Pengaruh Sponsorship dan Brand Identity Terhadap Minat Beli (Survei pada Suporter Klub Sepak Bola Arema FC, Persija Jakarta dan Persipura Jayapura yang disponsori oleh Merek Specs). Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini bertujuan untuk (1) Mengetahui dan menjelaskan pengaruh Sponsorship terhadap Minat Beli. (2) Mengetahui dan menjelaskan pengaruh Brand Identity terhadap Minat Beli. Jenis penelitian yang digunakan adalah eksplanatori (explanatory research) dengan pendekatan kuantitatif. Variabel penelitian ini meliputi Sponsorship, Brand Identity, dan Minat Beli. Sampel yang digunakan penelitian ini sebanyak 116 responden yang diambil menggunakan kuesioner secara tidak langsung (online). Analisis data yang digunakan adalah analisis deskriptif dan Analisis Statistik Inferensial (Analisis Regresi Linier Berganda). Data pada penelitian ini diolah menggunakan SPSS 21 for Windows. Hasil Analisis Statistik Inferensial (Analisis Regresi Linier Berganda) menunjukan bahwa Sponsorship berpengaruh signifikan terhadap Minat Beli, dan Brand Identity berpengaruh signifikan terhadap Minat Beli.

English Abstract

This research is aimed (1) Identify and explain the influence of Sponsorship on Purchase Intention and (2) Identify and explain the influence of Brand Identity on Purchase Intention. To obtain deeper understanding on the influence of Sponsorship on Purchase Intention and the influence of Brand Identity on Purchase Intention, this research used explanatory and quantitative method. This research also used survey method, and the data were taken through online questionnaire filled by the respondents. The sample of this research is 116 respondents from the population, which is the survey to supporters of football club that supported by Specs. Data analysis used in this research is descriptive statistical analysis and multiple linear analysis. The data then processed statistically using SPSS 21 for Windows. The result of this research can be concluded in two points. First, the multiple linear analysis shows that Sponsorship has significant effect to Purchase Intention. Second, the Brand Identity has significant effect to Purchase Intention.

Item Type: Thesis (Sarjana)
Identification Number: SKR/FIA/2018/1055/051900318
Uncontrolled Keywords: Sponsorship, Brand Identity, Minat Beli Sponsorship, Brand Identity, Purchase Intention
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 Administrasi > Ilmu Administrasi Bisnis / Niaga
Depositing User: Budi Wahyono Wahyono
Date Deposited: 30 Sep 2019 06:55
Last Modified: 18 Oct 2021 03:32
URI: http://repository.ub.ac.id/id/eprint/165472
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