Cahyani, Fitria Febbi (2017) Pengaruh Event Marketing Arema Goes to School terhadap Brand image Arema FC. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini membahas mengenai event marketing Arema Goes To School yang diadakan oleh Manajemen Arema FC. Event ini diadakan karena banyaknya aksi anarkisme yang dilakukan oleh pelajar. Sehingga event ini diadakan dengan tujuan untuk meningkatkan brand image yang positif di masyarakat khususnya pelajar dengan mengajak untuk menjadi supporter yang anti rasis dan anti anarkis. Event Arema Goes To School dirancang oleh Manajemen Arema FC dengan memberikan kesan mendalam kepada partisipan sehingga dapat meningkatkan brand image. Jenis penelitian yang digunakan adalah kuantitatif eksplanatif dengan metode survey dan menggunakan kuesioner sebagai instrumen penelitian. Terdapat dua variabel dalam penelitian ini, yaitu event marketing (X) dan brand image (Y). Dimana terdapat tujuh indikator dalam variabel event marketing (X) yaitu involvement, interaction, immersion, intensity, individuality, innovation, dan integrity (Wood dan Masterman. 2007). Serta terdapat tiga indikator dalam variabel brand image (Y) yaitu strength of brand association, uniqueness of brand association, dan favorability of brand association (Keller, 2008). Event Arema Goes To School telah dilakukan sebanyak empat kali di sekolah yang berbeda – beda. Penelitian ini bertempat di SMAN 4 Malang karena sekolah tersebut merupakan sekolah terakhir diadakannya Arema Goes To School sebelum diadakannya penelitian ini. Peneliti membagikan kepada 90 siswa SMAN 4 Malang yang pernah mengikuti event Arema Goes To School. Penentuan jumlah responden tersebut didasarkan pada pengambilan sampel dengan menggunakan teknik simple random sampling. Teknik analisis yang digunakan adalah regresi linear sederhana dan uji hipotesis uji-t. Hasil penelitian menggunakan teknis analisis regresi linear sederhana didapatkan model regresi Y = 3,852 + 0,216 X yang artinya jika event marketing (X) bernilai nol (0), maka brand image (Y) akan bernilai 3,852 dan jika event marketing (X) meningkat sebesar satu satuan, maka brand image (Y) akan meningkat sebesar 0,216 satuan. Kemudian, berdasarkan hasil uji-t menunjukkan bahwa t-hitung (10,589) > t-tabel (1,987) sehingga dapat disimpulkan bahwa terdapat pengaruh yang siginifikan antara event marketing sebagai variabel X terhadap brand image sebagai variabel Y.
English Abstract
This research discussed about Arema Goes To School as event marketing that was held by management of Arema FC. This event was held because of many anarchism actions conducted by the students. So this event was held by the aim to improve positive brand image in community especially the students by inviting to become a supporters who are anti-racist and anti-anarchist. Arema Goes To School event was designed by management of Arema FC by giving a deep impression to the participants so as to enhance the brand image. The type of research used is quantitative explanative with survey method and use questionnaire as research instrument. There were two variables in this research, namely event marketing (X) and brand image (Y). Where there were seven indicators in event marketing variables (X) are involvement, interaction, immersion, intensity, individuality, innovation, and integrity (Wood and Masterman 2007). And there were three indicators in the variable brand image (Y) is strength of brand association, uniqueness of brand association, and favorability of brand association (Keller, 2008). The Arema Goes To School event has been conducted four times in different schools. This research took place at SMAN 4 Malang because the school was the last school held by Arema Goes To School before the holding of this research. Researchers distributed to 90 students of SMAN 4 Malang who had attended Arema Goes To School event. Determination of the number of respondents is based on sampling using simple random sampling technique. The analysis technique used is simple linear regression and test of t-test hypothesis. The result of research used simple linear regression analysis technique was got regression model Y = 3,852 + 0,216 X which means if event marketing (X) is zero (0), then brand image (Y) will be 3.852 and if event marketing (X) increase by one unit, then brand image (Y) will increase by 0.216 units. Then, based on the result of t-test shows that t-count (10,589)> t-table (1,987) so it can be concluded that there is significant influence between event marketing as X variable to brand image as variable Y.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIS/2017/1085/051712348 |
| Uncontrolled Keywords: | Event Marketing, Brand Image, Kuantitatif, Arema FC |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.83 Market research |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi |
| Depositing User: | Kustati |
| Date Deposited: | 28 Dec 2017 08:20 |
| Last Modified: | 14 Oct 2020 07:51 |
| URI: | http://repository.ub.ac.id/id/eprint/7590 |
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