EVALUATING SPORT SPONSORSHIP MODEL AMONG SOCCER FANS IN INDONESIA

• Main Author: ADITYA MAULANA (NIM : 19015080), RIZKY
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/30599
• Institution: Institut Teknologi Bandung

<br /> <p align="justify"> <br /> <br /> <br /> <br /> In order to promote their goods, a company has variety of ways, one of them by sponsorship. In sponsorship each company can choose whether through an event or through sports. Nowadays, companies have globally increased their investment in sport sponsorship. Companies are willing to spend big enough money to be able to advertise in sports activity or sports teams to raise awareness of its product/services in the public. Among sports, soccer is the most heavily sponsored sport. Seeing the large number of sponsors attached in many of Indonesian soccer club jersey shows that soccer club became one of emerging sponsorship media to advertise products/services. This research examines the effectiveness of sponsorship in soccer club by test the relationship between key variables of sponsorship influence that include team attachment, corporate image future purchase intentions, and brand loyalty. This research objective is to find out how’s the effectiveness of the company to using soccer team as their marketing tools by Identify the sport sponsorship mechanism in Indonesia, Mapping the sport sponsorship framework in Indonesia, Test the relationship between variables of sport sponsorship in Indonesia. By using both of qualitative and quantitative approach, such as conducted in-depth interviews and a survey to obtain the data assess whether the soccer spectators were aware of the sponsorship of AREMA FC. The result shows that team attachment have positive relathionship with brand awareness, brand loyalty and corporate image but, didn't have positive relationship with purchase intention. Then brand awareness and corporate image didn't have positive relathionship with purchase intention but brand loyalty have positive relathionship with purchase intention, then there are 2 mechanism on sponsorship first approach by company or approach by team. Company should try to think another way to increasing purchase intention on fans of football. <br /> <p align="justify"> <br />