Fenomena Lari sebagai Strategi Pemasaran Bank Mandiri: Pengaruh Event-Sponsor Fit dan Fear of Missing Out (FOMO) terhadap Purchase Intention Tiket dan Brand Equity pada Sponsorship Mandiri Jogja Marathon

Putri Agustina, Dr. Agusta Ika Prihanti Nugraheni, S.E., MBA.

2026 | Tugas Akhir | D4 PERBANKAN

Pertumbuhan pesat ekosistem event lari di Indonesia menjadikan sponsorship olahraga sebagai instrumen pemasaran strategis bagi industri perbankan. Penelitian ini bertujuan untuk menganalisis pengaruh event-sponsor fit, attitude towards sponsorship, dan Fear of Missing Out (FOMO) terhadap purchase intention serta brand equity Bank Mandiri dalam konteks Mandiri Jogja Marathon (MJM). Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei dan menerapkan Theory of Planned Behaviour (TPB) sebagai kerangka analisis, dengan mengadaptasi model Kamath et al. (2020) serta menambahkan Fear of Missing Out (FOMO) sebagai konstruk komplementer. Populasi penelitian adalah responden lintas generasi (Gen X, Y, Z) yang mengetahui Bank Mandiri sebagai sponsor utama MJM, dengan 197 responden yang dipilih menggunakan teknik purposive sampling. Data dianalisis menggunakan Structural Equation Modeling berbasis Partial Least Squares (PLS-SEM) dengan SmartPLS 4. Hasil pengujian menunjukkan bahwa tujuh dari delapan hipotesis diterima secara statistik. Event-sponsor fit terbukti berpengaruh positif dan signifikan terhadap attitude towards sponsorship, purchase intention, dan brand equity. Attitude towards sponsorship berpengaruh positif terhadap brand equity dan purchase intention. FOMO berpengaruh positif dan signifikan terhadap Purchase Intention. Uji mediasi menunjukkan attitude towards sponsorship signifikan memediasi event-sponsor fit terhadap brand equity, namun tidak memediasi event-sponsor fit terhadap purchase intention. Temuan ini menegaskan bahwa kesesuaian antara sponsor dan event, sikap positif terhadap sponsorship, serta fenomena FOMO bersama-sama membentuk niat beli dan memperkuat ekuitas merek Bank Mandiri, sehingga sponsorship event lari dapat dijadikan strategi akuisisi nasabah yang terukur dan berkelanjutan. 

The rapid growth of Indonesia's running event ecosystem has positioned sports sponsorship as a strategic marketing tool for the banking industry. This study aims to analyze the influence of Event-Sponsor Fit, Attitude towards Sponsorship, and Fear of Missing Out (FOMO) on Purchase Intention and Brand Equity of Bank Mandiri in the context of the Mandiri Jogja Marathon (MJM). A quantitative approach was employed using a survey, with the Theory of Planned Behavior (TPB) as the analytical framework, adapted from Kamath et al. (2020). The research population comprised multi-generational respondents (Generation X, Y, and Z) who were aware of Bank Mandiri as the main sponsor of MJM, with 197 respondents selected through purposive sampling. Data were analyzed using Partial Least Squares-based Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results indicate that seven of the eight proposed hypotheses were statistically significant. Event-Sponsor Fit was found to have a positive and significant effect on Attitude towards Sponsorship, Purchase Intention, and Brand Equity. Attitude towards Sponsorship positively influenced Brand Equity and Purchase Intention. FOMO demonstrated a positive and significant effect on Purchase Intention. The mediation test showed that Attitude towards Sponsorship significantly mediated the effect of Event-Sponsor Fit on Brand Equity, but did not mediate its effect on Purchase Intention. These findings confirm that event-sponsor fit, a positive attitude towards sponsorship, and the FOMO phenomenon collectively shape purchase intention and strengthen Bank Mandiri's brand equity, suggesting that running event sponsorship can serve as a measurable and sustainable customer acquisition strategy.

Kata Kunci : Attitude towards Sponsorship, Brand Equity, Event-Sponsor Fit, Fear of Missing Out, Purchase Intention