The Effect of Event Factors, Sponsor Factors, and Sponsorship Factors on Suport Sponsorship Response
ADI NANDI WARDHANA (pembimbing: Naila Zulfa, S.E., M.A.), Naila Zulfa, S.E., M.A.
MotoGP fever has been globalized. In general in Indonesia and especially in Yogyakarta, there are many places or cafes that hold Nonton Bareng MotoGP event. A lot of motorcycle communities also have a special agenda to watch MotoGP event together with all members. In the MotoGP event, there are many companies become official sponsors; one of those is a well-known international lubricant company, Shell.
Replicating the research of Speed and Thomson (2000) about determinant of sport sponsorship response, this study examines the influence of event factors (status of event and personal liking of event), sponsor factors (attitude toward sponsor, perceived ubiquity of sponsor, and perceived sincerity of sponsor), and fit between sponsor and event on sponsorship response (interest, favorability, and use). This research objects to Shell sponsorship on MotoGP event. It involves 120 respondents in Yogyakarta.
Several statistical tools that are used in this study are factor analysis for validity test and Cronbachs Alpha for reliability test. Meanwhile, the analysis tool used to test the influence of all independent variables toward dependent variables is multiple regression analysis.
The result of this research proves that sponsor-event fit and attitude toward sponsor has significant influence to interest. Sponsor-event fit, attitude toward sponsor, and status of event significantly influences favorability. Moreover, only attitude toward sponsor significantly influence use.
Kata Kunci : sport sponsorship, Shell, MotoGP, hierarchy of effects
