ANALISIS RESPON KONSUMEN TERHADAP SPORT SPONSORSHIP STUDI PADA : SPONSORSHIP GUDANG GARAM INTERNASIONAL PADA TAYANGAN UEFA CHAMPIONS LEAGUE 2007 DI TELEVISI

Suhendra, Bayu Sutikno, SE., M.S.M.

2007 | Skripsi | S1 Extention - Management

Berdasarkan dari penelitian Speed dan Thompson (2000) tentang Determinants of Sport Sponsorship Response yang menyatakan bahwa respon konsumen (Interest, Favorability dan Use) terhadap Sport Sponsorship dipengaruhi oleh tiga faktor utama persepsi yaitu (1) Event Factor ( status of event, personal liking for the event), (2) Sponsorship Factor (sponsor event fit), (3) Sponsor Factor (attitude to sponsor, sincerity of sponsor, dan ubiquity of sponsor). Penelitian ini dilakukan pada iklan sponsorship Gudang Garam Internasional pada even olahraga yaitu Champions League yang ditayangkan televisi dengan jumlah responden 100 orang di DIY. Penelitian ini bertujuan untuk mengetahui : Apakah (1) Event Factor ( status of event, personal liking for the event) berpengaruh signifikan terhadap Interest, Favorability dan Use (2) Apakah Sponsorship Factor (sponsor event fit) berpengaruh signifikan terhadap Interest, Favorability dan Use (3) Apakah Sponsor Factor (attitude to sponsor, sincerity of sponsor, dan ubiquity of sponsor) berpengaruh signifikan terhadap Interest, Favorability dan Use Alat analisis dalam penelitian ini meliputi Analisis Faktor untuk uji Validitas, dan Cronbach"s Alpha untuk uji Reliabilitas, keduanya untuk menganalisis item pertanyaan dalam kuesioner, sedangkan untuk menguji apakah ada atau tidaknya pengaruh variabel independen yaitu status of event, personal liking for the event, sponsor event fit, attitude to sponsor, sincerity of sponsor, dan ubiquity of sponsor dengan variabel dependen yaitu Interest, Favorability dan Use menggunakan Analisis Regresi Berganda. Kata kunci : Event Factor (faktor even), Sponsorship Factor (faktor sponsorship), Sponsor Factor (faktor sponsor), Interest (ketertarikan), Favorability(kesukaan) dan Use (penggunaan

Based on Speed dan Thompson"s research (2000) about Determinants of Sport Sponsorship Response indicating that consumen respons (Interest, Favorability and Use) on Sport Sponsorship was influenced by three mine factors such as (1) Event Factor ( status of event, personal liking for the event), (2) Sponsorship Factor (sponsor event fit), (3) Sponsor Factor (attitude to sponsor, sincerity of sponsor, dan ubiquity of sponsor). The research was researching about Gudang Garam International Champions League sport sponsorship on television programes by 100 respondents in Yogyakarta research"s aim are : Are (1) Event Factor ( status of event, personal liking for the event) significantly involeving Interest, Favorability dan Use (2) Are Sponsorship Factor (sponsor event fit) significantly involeving Interest, Favorability dan Use (3) Are Sponsor Factor (attitude to sponsor, sincerity of sponsor, dan ubiquity of sponsor) significantly involeving Interest, Favorability dan Use. The analyse tools in this research using by Analysis Factor for Validity test, and Cronbach"s Alpha for reliability test, both are analysing the quesionaire items, whereas to measure influencest among independent variabel such status of event, personal liking for the event, sponsor event fit, attitude to sponsor, sincerity of sponsor, ubiquity of sponsor and dependent such Interest, Favorability, Use are using multipple regressions analysis Keyword : Event Factor, Sponsorship Factor , Sponsor Factor, Interest, Favorability and Use

Kata Kunci : Event Factor (faktor even), Sponsorship Factor (faktor sponsorship), Sponsor Factor (faktor sponsor), Interest (ketertarikan), Favorability(kesukaan) dan Use (penggunaan, Event Factor, Sponsorship Factor , Sponsor Factor, Interest, Favorability and Use