Efektivitas Sponsorship Dalam Meningkatkan Brand Awareness PT. Sentra Timur Residence di Universitas Bakrie (Studi Kasus: Event Maroon Festival 2017)
Abstract
This research aims to examine how the sponsorship issued by PT. Sentra Timur Residence at Maroon Festival 2017 event in improving brand awareness of Sentra Timur Residence on Bakrie University community. The quantitative approach and survey 103 visitors of Maroon Festival 2017 event as samples collected using convenience sampling technique, and analysed by testing hyphothesis. The result of this research indicates that sponsorship has significant affect on brand awareness. The relationship between sponsorship variables and brand awareness is very strong.
Keywords
References
Aaker, David A. (1991). Managing Brand Equity. New York: The Free Press
Aaker, David A. (1996). Managing Brand Equity. New York: The Free Press
Alim, Zaenal. (2005). Pelaksanaan Sponsorship Dampaknya Terhadap Brand Image Pada Clothing Linecoltd Sumur Bandung. Universitas Komputer Indonesia
Anonymus (2016). Tower Existing Sentra Timur Residence. Retrieved February 15, 2017, from www.sentratimur.com
Arikunto, S. (2010). Prosedur Penelitian Suatu Pendekatan Praktik. Yogyakarta: Rineka Cipta.
Bahri, S., & Zamzam, F. (2015). Model Penelitian Kuantitatif Berbasi SEM-Amos. Yogyakarta: Deepublish Publisher.
Belch, George E. dan Michael A. Belch. (2007). Advertising and Promotion: An Integrated Marketing Communication PerspectiveI. 7th Edition. New York: McGraw-Hill.
Blythe, Jim. (2000). Marketing Communications. Great Britain: Prentice Hall
Chailan, Claude. (2008). Brand Portfolios and Competitive Advantage: An Empirical Study. Journal of product and Brand Management. Vol. 17, No. 4, pg. 254-264
D'Astous, Alain dan Pieree Bitz. (1995). Consumer Evaluation of Sponsorship Programmes. European Journal of Marketing. Vol. 29, No. 12
Duncan, Tom. (2005). Principles of Advertising and IMC. 2nd Edition. New York: McGraw-Hill.
Fauzian, Rizkie (2016). 2017, Apartemen Jadi Primadona Investasi Prospektif. Retrieved February 15, 2017, from www.okezone.com: http://economy.okezone.com/read/2016/11/25/470/1551029/2017-apartemen-jadi-primadona-investasi-prospektif
Februarini, Chintya Ayu. (2012). Pengaruh Sponsorship Terhadap Brand Awareness Djarum Super Mild: Studi Pada Event Java Jazz Festival 2012. Fakultas Ilmu Sosial dan Ilmu Politik Universitas Indonesia.
Firdaus, Helmy Hazairin. (2014). Pengaruh Event Sponsorship terhadap Brand Awareness Majalah Suave Indonesia. Fakultas Pendidikan Ekonomi dan Bisnis Universitas Pendidikan Indonesia
Fisk, Peter. (2007). Services Marketing. Great Britain: Wiley
Ghozali, Imam. 2001. Aplikasi Analisis Multivariate Dengan Program SPSS. Semarang: Badan Penerbit Universitas Diponegoro
Grey, Anne-Marie dan Kim Skildum-Reid. (2006). The Sponsorship Seeker's Toolkit. New York: McGraw-Hill
Irawan, Soehartono. (1995). Metode Penelitian Sosial. Bandung. Rosdakarya.Hal : 19
Javalgi, Rajshekhar G., Mark B. Traylor, Andrew C. Gross, dan Edward Lampman. (1994). Awareness of Sponsorship and Corporate Image: An Empirical Study. Journal of Advertising. Vol. 23, No. 4
Keller, Kevin Lane. (2003). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. New Jersey: Prentice Hall
Knapp, Pat Matson. (2001). Designing Corporate Identity. Massachusetts: Rockport Publisher. Inc.
Kotler, Phillip dan Kevin Lane Keller. (2006). Marketing Management. 12th Edition. New Jersey: Prentice Hall
Kotler, Phillip dan Kevin Lane Keller. (2007). Manajemen Pemasaran (Benyamin Molan, Penerjemah). Jakarta: PT. Prenhalindo Indonesia
Latham, Mark. (2007). Proxy Voting Brand Management. Journal of Investment Management. Vol. 5 No. 1, pg. 79-90
Macdonald, Emma, Byron Sharp. (2003). Management Perceptions of the Importance of Brand Awareness as an Indication of Advertising Effectiveness. Marketing Bulletin. Vo.14 No. 2
Malhotra, Naresh. K. (2007). Riset Pemasaran: Pendekatan Terapan (Soleh Rusyadi Maryam, Penerjemah). Jakarta: Indeks Kelompok Gramedia.
Masterman, Guy. (2007). Sponsorship: For A Return on Investment. Oxford: Elsevier.
Mulyadi, M. (2011, Januari-Juni). Penelitian Kuntitatif dan Kualitatif serta Pemikiran Dasar Menggabungkannya. Jurnal Studi Komunikasi dan Media, 15, 132.
Rifon, Norah J., Sejung Marina Choi, Carrie S. Trimble, dan Hairong Li. (2004). Congruence Effects in Sponsorship: The Mediating of Sponsor Credibility and Consumer Attributes of Sponsor Motives. Journal of Advertising. Vol. 33, No. 1, pg. 29-42
Rossiter, John R, Larry Percy, 1998, Advertising Communication and Promotion Management, Edisi Kedua, Singapura: McGraw-Hill.
Rowley, Jennifer dan Catrin Williams. (2008). The Impact of Brand Sponsorship of Music Festivals. Marketing Intelligence & Planning. Vol. 26, No. 7
Schiffman, Leon G., dan Leslie Lazar Kanuk. (2004). Consumer Behavior. 8th Edition. New Jersey: Pearson Education
Shimp, A Terence. (2000). Advertising Promotion and Supplemental Aspect of Integrated Marketing Communications. Orlando: Harcourt College Publisher.
Sanjaya, W. (2014). Penelitian Pendidikan: Jenis, Metode, dan Prosedur.
Sekaran, Uma. (2009). Research Methods for Business : Metodologi Penelitian untuk Bisnis. Edisi 4. Buku 1. Jakarta: Salemba Empat.
Soegoto, E. (2008). Marketing Research. Bandung: Elex Media Komputindo.
Speed, Richard dan Peter Thompson. (2000). Determinant of Sport Sponsorship Response. Journal of the Academy of Marketing Science. Vo. 28, No.2, pg. 226-238
Sugiyono. (2012). Metode Penelitian Bisnis. Bandung: Alfabeta.
Sugiyono. (2013). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
Supranto, J. (2000). Statistik Teori dan Aplikasi (6th ed., Vol. Jilid 1). Jakarta: Erlangga.
Umar, Husein. (2010). Metode Penelitian Untuk Skripsi dan Tesis serta Bisnis. Edisi Ketiga. Jakarta: Penerbit Raja Grafindo Persada.
Vaus, De David. (2002). Survey in Social Research. 5th Edition. London: Routledge.
Wirartha, I. M. (2006). Metodologi Penelitian Sosial Ekonomi. Yogyakarta: CV Andi Offset.
Refbacks
- There are currently no refbacks.
Indexed by :
Editorial Office :
Journal of Entrepreneurship, Management and Industry (JEMI)
Jl. HR Rasuna Said Kav. C-22, Rasuna Epicentrum, Kuningan. Jakarta Selatan 12920. email : [email protected]
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.