Qanita Zara Shafira, 2016
PENGARUH EVENT SPONSORSHIP TERHADAP BRAND AWARENESS
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
PENGARUH EVENT SPONSORSHIP TERHADAP BRAND AWARENESS
(STUDI PADA BRAND AWARENESS TORABIKA CAPPUCCINO YANG
TELAH MENSPONSORI ACARA NET GOES TO YOU)
Oleh:
Qanita Zara Shafira
1206616
Skripsi ini dibimbing oleh :
Dr. Cecep Darmawan, M.Si. dan H. P. Diyah Setiyorini, M.M.
ABSTRAK
Penelitian ini dilatarbelakangi mengenai permasalahan pengaruh penyelenggaraan event sponsorship Net Goes To You terhadap brand awareness
Torabika Cappuccino. Penulis mengambil objek penelitian pada mahasiswa yang datang pada acara tersebut. Permasalahan yang diangkat oleh peneliti ialah mengenai kesadaran merek dari salah satu sponsor utama acara yaitu Torabika Cappuccino. Tujuan utama dari penelitian ini adalah, 1). Mengetahui penyelenggaraan event sponsorship yang dilakukan oleh Torabika Cappuccino melalui acara Net Goes To You, 2). Mengetahui brand awareness Torabika Cappuccino, 3). Mengetahui pengaruh event sponsorship yang dilakukan oleh Torabika Cappuccino melalui acara Net Goes To Campus terhadap brand awareness. Metode yang digunakan oleh penulis dalam penelitian ini yaitu metode kuantitatif dengan jenis penelitian korelasional untuk mengetahui hubungan antara variabel x dan variabel y dengan menggunakan pengujian hipotesis. Penelitian telah menunjukan bahwa hasil uji hipotesis penelitian ialah terdapat pengaruh antara event sponsorship Net Goes To You dengan brand awareness Torabika Cappuccino, dengan tingkat korelasi yang rendah. Serta kesimpulan dari penelitian ini adalah bahwa brand awareness dapat meningkat dengan beberapa faktor luar, namun dengan adanya event sponsorship maka peningkatan merek dapat menjadi lebih baik.
Qanita Zara Shafira, 2016
PENGARUH EVENT SPONSORSHIP TERHADAP BRAND AWARENESS
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
THE EFFECT OF EVENT SPONSORSHIP TOWARDS BRAND
AWARENESS (Study brand awareness Torabika Cappuccini Which Has
Sponsored Event Net Goes To You)
By:
Qanita Zara Shafira
1206616
This thesis is guided by:
Dr. Cecep Darmawan, M.Si. and H. P. Diyah Setiyorini, M.M.
ABSTRACT
This research is motivated on the problem of organizing events influence sponsorship Net Goes To You on brand awareness Torabika Cappuccino. The researcher takes the object of study to audiens who come to the event. Issues raised by the researchers is that the brand awareness of one of the main sponsors of the event are Torabika Cappuccino. The main objective of this study was, 1). Knowing the organization of event sponsorship undertaken by Torabika Cappuccino through Net Event Goes To You, 2). Knowing the brand awareness Torabika Cappuccino, 3). Knowing the effect of event sponsorship undertaken by Torabika Cappuccino through Net Event Goes To You on brand awareness. The method used in this study is a quantitative method with the type of correlational research to determine the relationship between the variables x and variables y using hypothesis testing. Research has shown that the test results of the research hypothesis is that there is influence between event sponsorship Net Goes To You with brand awareness Torabika Cappuccino, with a low correlation. As well as the conclusions of this study is that brand awareness can be increased by several external factors, but with the event sponsorship, the brand enhancement can be better.
Keywords: Event Sponsorship, Brand Awareness, Net Goes To You,
