Pengaruh Event Sponsorship ARDANESIA Terhadap Citra Merek BNI 46

Bina, Eva Sri (0852364) (2012) Pengaruh Event Sponsorship ARDANESIA Terhadap Citra Merek BNI 46. Undergraduate thesis, Universitas Kristen Maranatha.

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Abstract

Studi ini bertujuan untuk menguji apakah Event Sponsorship memengaruhi Citra Merek BNI 46. Penelitian dilakukan di acara ulang tahun radio Ardan bertajuk ARDANESIA yang disponsori oleh BNI 46. Subjek penelitian ini adalah 90 data. Beberapa pengujian yang dilakukan sebelum uji hipotesis adalah pengujian outiers, validitas, reliabilitas, statistik deskriptif dan korelasi antarkonstruk penelitian. Hipotesis tersebut diuji dengan menggunakan uji regresi sederhana. Hasil dari uji hipotesis menunjukkan bahwa terdapat keseluruhan hipotesis didukung. Hasil penelitian menunjukkan bahwa target audience reach, compability with the comparies or brand positioning, message capacity memengaruhi citra merek secara positif. Berbagai implikasi temuan studi ini dan saran untuk penelitian mendatang akan dibahas lebih lanjut.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Event Sponsorship; Citra merek
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculty of Economics > 52 Management Department
Depositing User: Perpustakaan Maranatha
Date Deposited: 06 Jul 2015 08:52
Last Modified: 15 Feb 2016 08:04
URI: http://repository.maranatha.edu/id/eprint/13925

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