Stefanus, Eric (0752389) (2012) Pengaruh Event / Sponsorship terhadap Brand Image Rokok Sampoerna A-Mild PT.HM Sampoerna Tbk. Undergraduate thesis, Universitas Kristen Maranatha.
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Abstract
Penelitian bertujuan untuk mengetahui pengaruh event/sponsorship terhadap brand image rokok Sampoerna A-Mild PT. HM. Sampoerna Tbk. Pengaruh event/sponsorship mencakup target audience reach, compability with the company’s or brand positioning, message capacity. Pengumpulan data menggunakan instrumen kuesioner yang didukung wawancara dan studi kepustakaan. Penelitian dilakukan berdasarkan metode analisis deskriptif. Data penelitian juga diuji validitasnya dengan Construct Validity dan uji reabilitas menggunakan Alpha Cronbach’s. Metode analisis yang digunakan adalah analisis regresi linear sederhana. Berdasarkan hasil penelitian diperoleh temuan bahwa pengaruh Event / Sponsorship telah terbukti mempunyai korelasi yang sangat rendah sehingga pengaruhnya dengan kata lain dapat disimpulkan bahwa banyak faktor lain yang tidak diamati tetapi berpengaruh terhadap brand image
| Item Type: | Thesis (Undergraduate) |
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| Uncontrolled Keywords: | Event / Sponsorship dan Brand Image |
| 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: | 28 Jul 2015 03:50 |
| Last Modified: | 09 Feb 2016 06:20 |
| URI: | http://repository.maranatha.edu/id/eprint/14204 |
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