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"[ABSTRAKPenelitian ini dilatarbelakangi kegiatan corporate dalam membentuk image positif dengan menggunakan event dan publisitas Penelitian ini meneliti event sponsorship dalam olahraga lari yaitu pada eventRunforiver UI Half Marathon 2015 Penelitian ini menggunakan pendekatan kuantitatif dengan menggunakan metode survei Penelitian ini menggunakan angket sebagai teknik pengumpulan data yang dibagikan kepada 255 responden penelitian Penelitian ini menggunakan analisis regresi berganda sebagai teknik analisis data untuk pengujian hipotesis penelitian Hasil penelitian ini menemukan adanya pengaruh yang ditimbulkan oleh kegiatan event sponsorship dan publisitas terhadap pembentukan corporate imageUniversitas Indonesia Hasil penelitian menunjukan bahwa semakin tinggi nilai event sponsorship dan publisitas yang dimiliki oleh suatu corporate akan berdampak pada semakin tinggi pula citra dari corporate tersebut.

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ABSTRACTThe research showed the positive image the corporate activity had by using event and publicity as it rsquo s background The research used the Runforiver UI University of Indonesia Half Marathon 2015 a track and field sponsorship event as the sample case This research used a quantitative approach with a survey method The data were collected using questioners which were distributed to 255 respondents It used a double regression analysis as the data analyzing technique to test the researcher rsquo s hypothesis The result showed that there was an influence from the event sponsorship activity and publicity towards building UI rsquo s corporate image The result showed that the better the corporate rsquo s event sponsorship and publicity is then the better the corporate image will be ;The research showed the positive image the corporate activity had by using event and publicity as it rsquo s background The research used the Runforiver UI University of Indonesia Half Marathon 2015 a track and field sponsorship event as the sample case This research used a quantitative approach with a survey method The data were collected using questioners which were distributed to 255 respondents It used a double regression analysis as the data analyzing technique to test the researcher rsquo s hypothesis The result showed that there was an influence from the event sponsorship activity and publicity towards building UI rsquo s corporate image The result showed that the better the corporate rsquo s event sponsorship and publicity is then the better the corporate image will be , The research showed the positive image the corporate activity had by using event and publicity as it rsquo s background The research used the Runforiver UI University of Indonesia Half Marathon 2015 a track and field sponsorship event as the sample case This research used a quantitative approach with a survey method The data were collected using questioners which were distributed to 255 respondents It used a double regression analysis as the data analyzing technique to test the researcher rsquo s hypothesis The result showed that there was an influence from the event sponsorship activity and publicity towards building UI rsquo s corporate image The result showed that the better the corporate rsquo s event sponsorship and publicity is then the better the corporate image will be ]"

"Liga super Indonesia merupakan salah satu pertandingan sepak bola terbesar di Indonesia. Sponsorship banyak mengincar tim yang memiliki basis fans yang kuat dan besar. Tujuan dari penelitian ini adalah menganalisa pengaruh antar unsur efektivitas sponsorship yaitu fans involvement, awareness, corporate image dan purchase intention. Penelitian dilakukan pada sponsor jersey Persib dengan responden fans Persib. Hasil penelitian untuk keseluruhan produk menunjukkan bahwa Fans Involvement berpengaruh signifikan terhadap Awareness secara langsung. Awareness berpengaruh terhadap Purchase Intention harus dimediasi oleh corporate Image. Untuk High Involvement product, Fans Involvement berpengaruh signifikan terhadap Awareness dan Corporate Image secara langsung, untuk dapat berpengaruh signifikan terhadap Purchase Intention, Awareness harus dimediasi oleh Corporate Image. Untuk Low Involvement Product, Fans Involvement berpengaruh signifikan terhadap Awareness secara langsung dan Awareness dapat berpengaruh signifikan terhadap Purchase Intention secara langsung tanpa harus dimediasi oleh Corporate Image. Penelitian terdahulu meneliti hubungan antara unsur tersebut dan menyatakan ada hubungan yang signifikan diantara mereka. Hasil penelitian ini memiliki perbedaan dengan hasil penelitian sebelumnya dikarenakan perbedaan sifat sponsor yang diteliti.

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Indonesian Super Liga is one of the biggest football match in Indonesia. Sponsorship targeting many teams that have a strong and great fan base. The purpose of this study was to analyze the influence of the effectiveness of sponsorship between the fans involvement, awareness, corporate image and purchase intention. Sponsor research performed at the Persib jersey Persib and respondents are Persib fans. The results show that for the overall product Fans Involvement significantly influence Awareness directly. Awareness significantly influence on Purchase Intention mediated by the corporate image. For High Involvement product, Fan Involvement has significantly effect on Awareness and Corporate Image directly, to be able to significantly influence the Purchase Intention, Awareness must be mediated by the Corporate Image. For Low Involvement Product, Fans Involvement has significant effect on Awareness directly. Awareness can significantly influence the Purchase Intention directly without having mediated by the Corporate Image. Previous studies examining the relationship between these elements and expressed no significant relationship between them. Results of this study have differences with the results of previous studies because of differences in the nature of the sponsor. "

"ABSTRAKPenelitian ini bertujuan untuk menganalisis bagaimana kegiatan sponsorship yangdilakukan antara Chevrolet dengan Manchester United dapat mempengaruhiekuitas merek (brand equity) Chevrolet pada pendukung Manchester United diIndonesia. Penelitian ini menggunakan pendekatan kuantitatif dengan teknikanalisis regresi berganda dengan melibatkan 326 responden yang merupakanfollower dari akun twitter @UtdIndonesia yang merupakan salah satu basispendukung Manchester United di Indonesia. Hasil dari penelitian inimenunjukkan bahwa kegiatan sponsorship yang dilakukan oleh Chevrolet danManchester United memiliki pengaruh yang signifikan terhadap ekuitas merekChevrolet di kalangan pendukung Manchester United. Setiap dimensi padavariabel sponsorship yaitu variabel Sport club factors, Sponsorship Factors, danSponsor factors memberikan pengaruh yang signifikan terhadap ekuitas merek.Disamping itu, setiap dimensi sponsorship tersebut juga memberikan pengaruhyang signifikan terhadap setiap dimensi dalam variabel ekuitas merek, yaitukesadaran merek dan citra merek

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ABSTRACTThis research goal is to analyze how the sponsorship program between Chevroletand Manchester United can affect Chevrolet’s brand equity on Manchester Unitedfans in Indonesia. This research uses quantitative approach using a multipleregression analysis with 326 respondents which were the follower of@UtdIndonesia, one of the fanbase of Manchester United in Indonesia’s twitteraccount. The result of this research shows that the sponsorship agreement betweenChevrolet and Manchester United has a significant effect toward Chevrolet’sbrand equity on the mind of Manchester United fans in Indonesia. Evierydimension in sponsorship which are Sport club factors, Sponsorship Factors, andSponsor factors made a significant effect towards brand equity. Moreover, everydimension of sponsorship variable also has effect on every dimension of brandequity, which are brand awareness and brand image;;;"

"Semakin meningkatnya jumlah kunjungan wisatawan ke Indonesia, khususnya ke Jakarta seiring dengan mulai stabilnya situasi politik, ekonomi serta keamanan Indonesia telah membuka peluang yang besar bagi bisnis jasa perhotelan. Pertumbuhan yang sangat pesat telah terjadi di industri jasa perhotelan. Hal ini menyebabkan semakin tingginya tingkat persaingan di industri tersebut. Pemilihan aktivitas komunikasi pemasaran yang tepat menjadi sangat penting dalam menghadapi persaingan tersebut.Hotel Sahid Jaya telah memilih sponsorship sebagai salah satu komunikasi pemasarannya untuk menghadapi persaingan tersebut dengan memilih turnamen Klub Golf Senayan sebagai objek pemberian sponsor. Hal inilah yang menjadi latar belakang yang mendasari penelitian ini, mengingat olahraga Golf bukan suatu olah raga yang popular di Indonesia dengan komunitas yang terbatas dan sangat segmented.Penelitian ini merupakan penelitian evaluasi yang dilihat dari pendekatan studi kasus dengan tujuan untuk memperoleh gambaran mengenai pengelolaan sponsorship yang dilakukan oleh Hotel Sahid Jaya serta mengevaluasi pemilihan penggunaan program tersebut sebagai komunikasi pemasarannya.Hasil penelitian dari tujuan pertama menunjukan bahwa Hotel Sahid Jaya tidak melakukan pengelolaan yang baik terhadap program sponsorship yang dipilihnya. Hotel Sahid Jaya tidak melakukan evaluasi terhadap bagaimana hasil dari pemberian sponsor yang dilakukannya. Sehingga keputusan untuk tetap memberikan sponsor terhadap event yang sama tidak didasari oleh hasil evaluasi yang seharusnya dilakukan.Sedangkan hasil evaluasi menunjukan bahwa pemilihan turnamen Klub Golf Senayan sebagai objek sponsor kurang mendukung tujuan pemasarannya serta tujuan komunikasi pemasarannya. Hal ini berkaitan dengan kekuatan budget sponsorship yang dimiliki oleh Hotel Sahid Jaya.Dari hasil evaluasi terlihat bahwa kekuatan pemilihan turnamen Klub Golf Senayan sebagai objek sponsorship Hotel Sahid Jaya berkaitan dengan tujuan dari pemberian sponsorship, dimana Hotel Sahid Jaya memiliki tujuan sponsorship yang jelas serta target audience, yaitu peserta turnamen yag sesuai dengan target market Hotel Sahid Jaya. Sedangkan kelemahannya adalah dari keterbatasan budget yang dimiliki oleh Hotel Sahid Jaya untuk lebih meningkatkan dukungan terhadap sponsorship melalui media promosi yang lainnya. Pemilihan turnamen Klub Golf sebagai objek sponsorship pada dasarnya tidak sesuai dengan positioning dari Hotel Sahid Jaya sebagai Hotel bernuansa budaya Indonesia.Kesimpulan yang dapat diambil dari penelitian ini adalah Hotel Sahid Jaya tidak melakukan pengelolaan sponsorship dengan baik serta tidak melakukan evaluasi terhadap sponsorship program yang dilakukan sehingga pencapaian tujuan komunikasi pemasaran tidak dapat diukur.110 halaman+2 tabel+9 gambarDaftar Pustaka : 26 buku dan 5 lain-lain, tahun buku 1992-2004"

"ABSTRAK This research demonstrated the influence of the country of origin by extending several cues such as sponsorship and type of slogans. In order to achieve the objectives, empirical research on 403 participants was conducted, coming from both developed and developing countries. The results show that there is no significant effect between all of the three variables. Despite the non significant interaction among these variables, we found an interesting pattern of result from a different level of studies. The findings obtained in this study confirm the concept of COO have a composite form representing variety of readings.

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ABSTRACTPenelitian ini menunjukkan pengaruh negara asal dengan menambahkan beberapa isyarat seperti sponsor dan jenis slogan. Dalam rangka mencapai tujuan, penelitian empiris pada 403 peserta dilakukan, berasal dari negara maju dan berkembang. Hasil penelitian menunjukkan bahwa tidak ada pengaruh yang signifikan antara tiga variabel. Meskipun interaksi non signifikan antara variabel-variabel ini, kami menemukan pola yang menarik dari tingkat penelitian yang berbeda. Temuan yang diperoleh dalam penelitian ini mengkonfirmasi konsep COO memiliki bentuk komposit yang mewakili berbagai bacaan."

"Skripsi ini membahas tentang perbandingan pengaturan terhadap iklan testimoni yang semakin marak ditemukan di masyarakat. Iklan testimoni adalah salah satu perkembangan konsep sponsorship yang seharusnya disertakan dengan sponsorship disclosure oleh pelaku usaha dan pihak yang mengiklankan produk dan/atau jasa tersebut. Hal ini telah lama menjadi perhatian di Inggris, dan barubaru ini digaungkan di Amerika Serikat, namun belum banyak diperbincangkan di Indonesia. Skripsi ini membahas mengenai perbandingan penegakan kewajiban sponsorship disclosure di ketiga negara tersebut.

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This thesis compares the different laws regarding testimonial advertising which occurs increasingly in society. Testimonial advertising is one of the developed concepts of sponsorship – which should have sponsorship disclosure attached to it by the Business and/or the endorser. This issue has long been a concern in the United Kingdom, and is recently talked about in the United States of America, but is still a foreign concept in Indonesia. This thesis investigates the comparison of enforcement of sponsorship disclosure in the three countries."

"ABSTRACT Penelitian ini meneliti pengaruh sponsorship dalam pembentukan brand image, peran dari lamanya seseorang datang ke sebuah event (sponsorship exposure) dan keterikatan seseorang dengan event tersebut (activity involvement) terhadap pembentukan citra sebuah merk sponsor (sponsor image). Selain itu penelitian ini melihat pengaruh langsung yang ditimbulkan dari citra sebuah event (event image), tingkat kecocokan event dengan sponsor (event-sponsor fit) dan tingkat komersialisasi sponsor dalam event (event commercialization) terhadap pembentukan citra sebuah merk sponsor (sponsor image). Penelitian ini berhasil mengumpulkan 212 responden dan menguji hubungan antara variabel yang diobservasi. Metode pengolahan data dalam penelitian ini menggunakan Hierarchical Regression. Hasil penelitian ini menunjukkan bahwa sponsorship exposure tidak mempunyai pengaruh moderasi terhadap pembentukan sponsor image, sedangkan activity involvement mempunyai efek moderasi terhadap hubungan pengaruh event-sponsor fit dengan sponsor image. Selain itu, hasil penelitian ini menunjukkan event image, event-sponsor fit dan sponsorship exposure mempunyai pengaruh langsung dalam pembentukan sponsor image.

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ABSTRACTThis research aims to study the effect of sponsorship on creating brand image and the role of sponsorship exposure and activity involvement on creating brand image. This research also trying to define the direct effect that created by event image, event-sponsor fit and event commercialization on sponsor image. This research succeeded to collect 212 respondents and examine the relationship between the observed variables. Hierarchical regression is used to process data. The results of research shows that sponsorship exposure does not moderate relationship between all independent variables in creating a sponsor image, but activity involvement does have an moderation effect through the relationship between event-sponsor fit and sponsor image, but not on the other two variables.. Moreover, the results of research shows that event image, event-sponsor fit and sponsorship exposure have direct effect on sponsor image."

"[ABSTRAKPenelitian ini mencoba mengaplikasikan penelitian yang dilakukan oleh Chen & Zhang (2012) dalam penelitian yang berjudul: ?To Name it or not Name it: Consumer Perspectives on Facility Naming Rights Sponsorship in Collegiate Athletics, namun penelitian hanya terbatas pada perspektif konsumen terkait sponsorship yang dilakukan Garuda Indonesia kepada Liverpool FC. Perspektif konsumen ini dikaitkan dengan tolak ukur efektivitas sponsorship, yakni attitude towards sponsor dan purchase intention yang merupakan tingkat afeksi dan konasi dalam repsons konsumen lewat komunikasi pemasaran, seiring dengan perkembangan penelitian efektivitas sponsorship yang mulai bergeser dari sekedar awareness.Berdasarkan penelitian yang dilakukan, dalam sponsorship yang dilakukan Garuda, attitude towards sponsor dipengaruhi oleh variabel-variabel seperti belief about sponsorship, attitude towards commercialization, dan team identification. Sementara purchase intention dipengaruhi oleh belief about sponsorship baik langsung maupun melalui mediasi attitude towards sponsor. Dalam penelitian ini, ditemukan bahwa perception of financial status tidak berpengaruh terhadap attitude dan purchase intention karena perbedaan konteks penelitian yang dilakukan.

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ABSTRACTThis study tries to apply the research conducted by Chen & Zhang (2012) in their particular research entitled: ?To Name it or not Name it: Consumer Perspectives on Facility Naming Rights Sponsorship in Collegiate Athletics?, though this study is limited to consumers? perspective related to sponsorship of Garuda Indonesia towards Liverpool FC. These consumers? perspectives is associated with sponsorship efectiveness, attitude towards sponsor and purchase intention, both of which are the consumer?s response in marketing communication, affective and conative stage respectively, in order to stand in line with today?s research in sponsorship?s effectiveness that shifted away from merely considering awareness.Based on study conducted by the author, in Garuda Indonesia?s sponsorship, attitude towards sponsor is significantly affected by belief about sponsorship, attitude towards commercialization, dan team identification. Meanwhile, purchase intention is significantly affected by belief about sponsorship directly and indirectly through attitude towards sponsor as a mediating variable. This study found that perception of financial status not significantly related to attitude towards sponsor and purchase intention in context of sponsorship conducted by Garuda Indonesia.;This study tries to apply the research conducted by Chen & Zhang (2012) in their particular research entitled: “To Name it or not Name it: Consumer Perspectives on Facility Naming Rights Sponsorship in Collegiate Athletics”, though this study is limited to consumers’ perspective related to sponsorship of Garuda Indonesia towards Liverpool FC. These consumers’ perspectives is associated with sponsorship efectiveness, attitude towards sponsor and purchase intention, both of which are the consumer’s response in marketing communication, affective and conative stage respectively, in order to stand in line with today’s research in sponsorship’s effectiveness that shifted away from merely considering awareness.Based on study conducted by the author, in Garuda Indonesia’s sponsorship, attitude towards sponsor is significantly affected by belief about sponsorship, attitude towards commercialization, dan team identification. Meanwhile, purchase intention is significantly affected by belief about sponsorship directly and indirectly through attitude towards sponsor as a mediating variable. This study found that perception of financial status not significantly related to attitude towards sponsor and purchase intention in context of sponsorship conducted by Garuda Indonesia., This study tries to apply the research conducted by Chen & Zhang (2012) in their particular research entitled: “To Name it or not Name it: Consumer Perspectives on Facility Naming Rights Sponsorship in Collegiate Athletics”, though this study is limited to consumers’ perspective related to sponsorship of Garuda Indonesia towards Liverpool FC. These consumers’ perspectives is associated with sponsorship efectiveness, attitude towards sponsor and purchase intention, both of which are the consumer’s response in marketing communication, affective and conative stage respectively, in order to stand in line with today’s research in sponsorship’s effectiveness that shifted away from merely considering awareness.Based on study conducted by the author, in Garuda Indonesia’s sponsorship, attitude towards sponsor is significantly affected by belief about sponsorship, attitude towards commercialization, dan team identification. Meanwhile, purchase intention is significantly affected by belief about sponsorship directly and indirectly through attitude towards sponsor as a mediating variable. This study found that perception of financial status not significantly related to attitude towards sponsor and purchase intention in context of sponsorship conducted by Garuda Indonesia.]"

"Olahraga merupakan salah satu aktivitas yang banyak digemari oleh banyak kalangan di seluruh dunia, dari anak kecii sampai lansia. Sehingga olahraga dapat dijadikan tempat hiburan Untuk masyrakat, dari berolahraga bersama komunitas sampai menonton event-event olahraga. Namun industri olahraga masih memiliki beberapa hambatan-hambatan, misalnya pada minimnya pendanaan ataupun sponsorship kepada olahraga di Indonesia. Terlebih pada masa sekarang ini olahraga merupakan salah satu industri yang sangat berkembang di dunia dan industri olahraga dapat memajukan ekonomi dan nama suatu negara. Namun, walaupun sebuah perusahaan memberikan sponsorship kepada olahraga di indonesia, tetap harus dikenakan pajak dan tidak dapat luput atau lepas dari pajak. Sehingga salah satu upaya yang dapat dilakukan adalah dengan memberikan insentif pajak kepada perusahaan yang memberikan sponsorhip berupa Corporate Social Responsibility atau Promosi kepada olahraga di indonesia.

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Sport is one activity that is popular with many people around the world, from young children to the elderly. So that sports can be used as a place of entertainment For the community, from exercising with comics to watching sports events. However, the sports industry still has several obstacles, for example the lack of funding or sponsorship for sports in Indonesia. Especially at this time sport is one of the most developed industries in the world and the sports industry can advance the economy and the name of a country. However, even if a company provides sponsorship for sports in Indonesia, it must still be taxed and cannot be exempted from tax. So that one effort that can be done is to provide tax incentives to companies that provide sponsorship in the form of Corporate Social Responsibility or Promotion to sports in Indonesia. For this reason, the purpose of this study is to analyze and find ways to provide tax incentives to companies that provide sponsorship in the form of Corporate Social Responsibility or Promotion to sports in Indonesia."