Analisis Pelaksanaan Kerja Sama Sponsorship terhadap Peningkatan Brand Awareness Pihak Sponsor
DOI:
https://doi.org/10.30595/jssh.v7i2.17526Keywords:
Kesadaran Merek, Sponsorship, Massage Capacity, Sponsor Event-fitAbstract
Sponsorship merupakan salah satu strategi dalam meningkatkan brand awareness suatu perusahaan. Sering kali perusahaan menggunakan strategi tersebut pada event olahraga. Sehingga, saat ini masih belum banyak penelitian lebih lanjut mengenai pengaruh sponsorship pada organisasi mahasiswa. Penelitian bertujuan untuk mengetahui seberapa besar pengaruh sponsorship terhadap kesadaran merek pada program kerja DIGNITY. Penelitian dilakukan menggunakan metode kuantitatif dengan 89 responden sebagai sampel dengan teknik random sampling. Adapun analisis dilakukan melalui analisis regresi linear berganda dan deskriptif. Hasilnya menunjukkan bahwa sponsorship memberikan pengaruh sebesar 44,7% terhadap peningkatan brand awareness pada program kerja DIGNITY dan sisanya 55,3% dipengaruhi oleh variabel lain.
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