EFFECT OF SPONSORSHIP IN MOTOGP AGAINST PUBLIC PURCHASE BEHAVIOR IN INDONESIA

• Main Author: Pramudia Ramadhan, Affan
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/52333
• Institution: Institut Teknologi Bandung

Promotion is an essential aspect of business that must be performed by any company, especially for companies engaging in the exchange of goods or services. The promotion media for an organization is also rising with competition growing in industry, which ensures that firms must find an appropriate and productive way to advertise their business. Sponsorship is one of the advertising media that attracts attention. Sponsorship offers several advantages in business: enhancing the reputation of a brand, differentiating the company from the competition, establishing partnerships with targeted clients, also showing their goods to their customers. MotoGP is the oldest World Championship in motor racing ever held. The competition was first held annually in 1949, first called the Grands Prix motorcycle, and it is still running until this paper is made. Indonesia has huge numbers of MotoGP fans with Indonesia about to host MotoGP race again in 2021, and MotoGP fans' buying behaviour data can be useful for businesses. Data from 362 survey respondents were collected and analyzed. Using the SmartPLS program, the data was evaluated using the PLS process. The findings presented evidence that the purchase behavior of fans against the sponsor's goods was affected by perceived quality and brand engagement. The perceived fit between sponsor and sponsee and team identification was found to have a substantial effect on the brand equity structures of the sponsor. With the findings obtained, this research can be seen to be helpful in providing clear evidence that being a MotoGP sponsor can improve consumer purchasing behavior.