Pengaruh Sponsorship dalam Meningkatkan Brand Awareness (Studi pada Sponsorship Garuda Indonesia terhadap Liverpool Fc sebagai Global Official Airline Partner)

Aqidah Nuril Salma
Journal article Interdisciplinary Journal of Communication • 2017 Indonesia

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(Bahasa Indonesia, 26 pages)

Abstract

Garuda Indonesia is the first and the only airline in Indonesia that implement sponsorship programs with International soccer club, Liverpool FC. This study uses sponsorship dimension consisting of target audience reach, compatibility with the company's or brand positioning, and message capacity. This research applies quantitative approach and involves 83 respondents as samples collected by non-probability and snowball sampling techniques. The results suggest that sponsorship has a strong effects towards brand awareness. Futher, multiple regression analysis also indicates that the dimensions of sponsorship compatibility with the company's or brand positioning have the biggest influence towards brand awareness than the other two dimensions.

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Journal

Interdisciplinary Journal of Communication

INJECT (INJECT) Journal is an academic journal published by the Faculty of Dakwah at the State In... see more