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Abstrak :
[ABSTRAK
Penelitian 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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ABSTRACT
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., 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.]

Abstrak :
Riset ini menggunakan model oleh Biscaia Correia Rosado Ross dan Maroco 2013 yang telah dimodifikasi yaitu mengenai peran dari sponsor olahraga terhadap hubungan antara loyalitas tim kesadaran merek sikap konsumen dan niat beli oleh penggermarnya. Riset ini adalah riset kuantitatif dengan tipe penelitian survei studi cross sectional. Hasil dari riset menunjukan bahwa loyalitas tim mempunyai efek positif secara langsung terhadap kesadaran merek tetapi hasil riset juga menunjukan bahwa loyalitas tim tidak menunjukan adanya efek positif secara langsung terhadap sikap konsumen dan niat beli. Tetapi riset ini menunjukan bahwa loyalitas tim dapat mempengaruhi sikap konsumen dan niat beli secara tidak langsung melewati kesadaran merek yang mempengaruhi sikap konsumen secara positif yang pada gilirannya akan mempengaruhi niat beli. ......The research use a modified model by Biscaia Correia Rosado Ross Maroco 2013 which is about the role of sports sponsorship of a football team toward the relationship of team loyalty brand awareness consumer attitude and purchase intention of the fans. This research is categorized as a quantitative research with survey type of research cross sectional studies. The result of this research found that the loyalty of the fans toward the team had a direct positive effect on brand awareness but does not have a direct positive effect on consumer attitude and purchase intention. But the research shows that the loyalty of the fans affect the consumer attitude and purchase intention indirectly through brand awareness which positively influence the consumer attitude which in turn affect the purchase intention of the fans.

Abstrak :
Proporsi terbesar pada Global Sponsorship Spending tahun 2015 terletak pada sponsorship pada bidang olahraga. Sepak bola merupakan olahraga yang paling banyak menyerap dana sponsorship di Eropa. Sponsorship pada sepak bola Eropa dikuasai oleh lima liga terbesar Eropa (Big Five Leagues) yaitu Liga Primer Inggris, Liga BBVA Spanyol, Liga Italia Serie A, Bundesliga Jerman, dan Ligue 1 Perancis. Penelitian ini menguji Team Attachment, Perceived Fit, Perceived Sincerity, dan Social Media Consumption penggemar sepak bola di Indonesia terhadap Attitude toward Sponsor dan Purchae Intention produk sponsor klub-klub liga tersebut. Olah data penelitian ini menggunakan metode PLS-SEM. Hasilnya, Team Attachment memiliki pengaruh positif terhadap Perceived Sincerity yang berujung pada pengaruh positif pada Attitude toward Sponsor dan Purchase Intention. Perceived Fit juga memiliki pengaruh positif terhadap Purchase Intention. Sedangkan Social Media Consumption tidak memiliki pengaruh positif terhadap Purchase Intention.

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The biggest proportion in Global Sponsorship Spending 2015 is on the Sport Sponsorship. Football is kind of sport which absorb the most sponsorship money in Europe. Sponsorship in European Football is dominated by English Premier League, Spain?s Liga BBVA, Italy?s Serie A, Bundesliga Germany, and France's Ligue 1. This research examines the impact of Team Attachment, Perceived Fit, Perceived Sincerity, and Social Media Consumption of Indonesian football fans to Attitude toward Sponsor and Purchase Intention toward sponsor products. The research data is run by PLS-SEM. The results show that Team Attachment has positive impact on Perceived Sincerity which in the end also has a positive impact on Attitude toward Sponsor and Purchase Intention. Perceived Fit also has positive impact on Purchase Intention. In other way, Social Media Consumption doesn?t have positive impact on Purchase Intention.