Pengaruh Kegiatan Sponsorship Terhadap Brand Image Pada Pt. Pikiran Rakyat Bandung Tahun 2018

Jason Raynaldo, Harrie Lutfie

Abstract

Abstrak
PT. Pikiran Rakyat Bandung merupakan perusahaan jasa yang bergerak di bidang Media Massa. Citra perusahaan dibutuhkan untuk menghadapi persaingan dengan kompetitor, dari hal itu PT. Pikiran Rakyat membutuhkan Kegiatan Sponsorship untuk membuat Citra Perusahaan lebih baik dan dikenal oleh masyarakat. Tujuan penelitian ini untuk mengetahui bagaimana Kegiatan Sponsorship menurut persepsi konsumen, bagaimana Brand Image menurut persepsi konsumen, dan seberapa besar pengaruh Kegiatan Sponsorship terhadap Brand Image PT. Pikiran Rakyat. Penelitian ini merupakan penelitian kuantitatif dengan metode deskriptif kausal dan verifikatif. Sampel penelitian adalah 100 responden yang mengetahui kegiatan Sponsorship PT. Pikiran Rakyat Bandung. Alat pengumpulan data yang digunakan adalah kuisioner, observasi, dan studi pustaka. Hasil penyebaran kuisioner diolah melalui bantuan microsoft excel 2013 dan SPSS versi 23.Teknik analisis data yang digunakan dalam penelitian ini yaitu regresi linier sederhana dengan bantuan software SPSS versi 23. Hasil penelitian mengungkapkan besarnya nilai Kegiatan Sponsorship sebesar 79,40% dalam kategori tinggi, sedangkan nilai Brand Image sebesar 80,75% dalam kategori tinggi. Pengaruh Kegiatan Sponsorship terhadap Brand Image sebesar 95,1% sedangkan sisanya yaitu 4,9% dijelaskan oleh variabel lain yang tidak dijelaskan dalam model yang diajukan dalam penelitian ini, seperti Brand Ambassador, Brand Awareness, dan Brand Equity. Kata kunci: Sponsorship, Brand Image Abstract PT. Pikiran Rakyat Bandung & is a service company that moves in the field of hospitality. Corporate image needed to face competition with competitors, from it to PT. Pikiran Rakyat need Sponsorship Activities to create the corporate image and better known by the public. The purpose of this research was to know how Sponsorship Activities based on respondent, how the Brand Image based on respondent, and how great the influence of Sponsorship Activities against the Brand Image of PT. Pikiran Rakyat. This research is a descriptive method quantitative research and verifikatif. The research sample is 100 respondents who know the Sponsorship Activities PT. Pikiran Rakyat Bandung. Data collection tools used are questionnaire, observation, and study of the literature. The results of a questionnaire processed spread through the help of microsoft excel 2013 and SPSS version 23. data analysis techniques used in this study is a simple linear regression with the help of SPSS software version 23. The research results reveal the magnitude of the Sponsorship Activities value of 79.40% in the high category, while the value of the Brand Image of 80.75% in the high category. The influence of Sponsorship Activities against the Brand Image of 95.1% while the rest is a. 4.9% is explained by other variables that are not described in the model presented in this study, such as Brand Ambassador, Brand Awareness, and Brand Equity. Keywords: Sponsorship, Brand Image

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