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"This paper focuses the research on the Influence of Sponsor-Event Congruence toward Brand Image, Attitudes toward the Brand and Purchase Intention. Having reviewed the literatures and arranged the hypotheses, the data has been gathered by distributing the questionnaire to 155 audiences at the Java Jazz Music Festival, firstly with convenience sampling and then snowballing sampling approach. The analysis of data was executed with Structural Equation Modeling (SEM).The result shows the sponsor-event congruence variable has a positive impact toward brand image and attitudes toward the brand sponsor. Brand Image also has a positive impact toward purchase intention; in contrary attitudes toward the brand do not have a positive purchase intention. With those results, to increase the sponsorship effectiveness, the role of congruency is very significant in the sponsorship event. Congruency is a key influencer to trigger the sponsorship effectiveness.Congruency between the event and the sponsor is able to boost up the brand image and bring out favorable attitudes towards the brand for the successful of marketing communication program, particularly for sponsorship. In addition to it, image transfer gets higher due to the congruency existence (fit) between sponsor and event and directs the intention creation to buy sponsor brand product/service (purchase intention). In conclusion, sponsor-event congruence has effect on consumer responds toward sponsorship, either on the cognitive level, affective and also behavior."

"ABSTRAKJurnal ini membahas Festival Budaya Negara Qatar. Berbagai macam festival yang terdapat di negara Qatar, di antaranya Festival Garangaou, Festival Qatar Comedy, Festival Halal Qatar, Festival Qatar Masters dan Festival Budaya Doha. Festival ini telah menjadi icon dan tradisi tahunan rutin yang selalu dilaksanakan oleh masyarakat Qatar. Festival-festival ini berjalan dengan sangat meriah. Wisatawan yang berkunjung ke negara Qatar diwajibkan menonton setiap perayaan dari festival ini karena sayang sekali jika dilewatkan begitu saja. Begitu juga dengan para masyarakat Qatar yang sangat antusias dalam menyambut dan mempersiapkan perayaan festival ini. Festival ini menjadi ciri khas tersendiri bagi masyarakat Qatar khususnya anak-anak dan para remaja. Kebudayaan Qatar sangat terpengaruh oleh budaya Arab karena Qatar memang berasal dari Arab. Masyarakat Qatar sangat bangga untuk menunjukkan kekayaan budaya mereka. Hal ini dapat dibuktikan dengan adanya berbagai macam acara pertunjukkan budaya yang biasanya diadakan oleh beberapa organisasi. Pertunjukan budaya ini menampilkan berbagai macam aspek budaya tradisi dan kebiasaan yang khas dari negara tersebut. Budaya Qatar sendiri merupakan hasil kombinasi beberapa warisan budaya. Hal ini dikarenakan ada banyak orang dari berbagai bangsa dan negara yang datang dan menetap di Qatar dengan membawa serta budaya mereka. Hasil dari penelitian ini adalah agar masyarakat asing dapat mengetahui keberagaman festival unik yang diselenggarakan pada setiap tahun di negara Qatar.

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ABSTRACTThis journal discusses Qatar State Cultural Festival. A variety of festivals are found in the country of Qatar, including the Garangaou Festival, Qatar Comedy Festival, Qatar Halal Festival, Qatar Masters Festival and the Doha Cultural Festival. This festival has become a regular icon and annual tradition that is always implemented by the people of Qatar. The festivals run very lively. Tourists who visit Qatar are required to watch every celebration of this festival because it is too bad to pass up. So also with the people of Qatar who are very enthusiastic in welcoming and preparing for this festival celebration. This festival is a distinctive feature for the people of Qatar, especially children and teenagers. Qatar culture is deeply influenced by Arab culture because Qatar is originally from Arabia. The people of Qatar are very proud to show their cultural treasures. This can be proved by the existence of various cultural performances that are usually held by several organizations. This cultural show displays various aspects of traditional culture and customs of the country. Qatar 39 s culture itself is the result of a combination of several cultural heritages. This is because there are many people from different nations and countries who come and settle in Qatar by bringing with them their culture. The result of this research is that foreign people can know the diversity of unique festivals held every year in the country of Qatar."