S PEM 1105782 Table of content
DAFTAR ISI
ABSTRAK ........................................................................................................................... i
ABSTRACT.......................................................................................................................... ii
KATA PENGANTAR ....................................................................................................... iii
DAFTAR ISI.................................................................................................................... viii
DAFTAR TABEL............................................................................................................... x
DAFTAR GAMBAR ........................................................................................................ xii
DAFTAR LAMPIRAN .................................................................................................... xiii
BAB I PENDAHULUAN ................................................................................................... 1
1.1
1.2
Latar Belakang Penelitian ................................................................................... 1
Identifikasi dan Rumusan Masalah ................................................................... 12
1.2.1
Identifikasi Masalah .................................................................................. 12
1.2.2
Rumusan Masalah ..................................................................................... 12
1.3
Tujuan Penelitian .............................................................................................. 13
1.4
Kegunaan Penelitian ......................................................................................... 13
BAB II KAJIAN PUSTAKA, KERANGKA PEMIKIRAN, DAN HIPOTESIS ............. 14
2.1
Kajian Pustaka .................................................................................................. 14
2.1.1
Konsep Sports Marketing.......................................................................... 14
2.1.2
Konsep Sports Marketing Mix .................................................................. 19
2.1.3
Sport Sponsorship ..................................................................................... 20
2.1.4 Konsep Brand ................................................................................................. 27
2.1.5
Pengaruh Sport Sponsorship terhadap Brand awareness .......................... 32
2.1.6
Penelitian Terdahulu ................................................................................. 33
2.1
Kerangka Pemikiran.......................................................................................... 34
2.2
Hipotesis ........................................................................................................... 38
BAB III METODOLOGI PENELITIAN ......................................................................... 39
3.1
3.2
Objek Penelitian ................................................................................................ 39
Metode dan Desain Penelitian........................................................................... 40
3.2.1
Metode Penelitian ..................................................................................... 40
3.2.2
Desain Penelitian....................................................................................... 41
3.3
3.4
Operasionalisasi Variabel ................................................................................. 41
Jenis, Sumber, dan Teknik Pengumpulan Data ................................................. 44
3.4.1
Jenis Data dan Sumber Data ..................................................................... 44
3.5
Populasi, Sampel dan Teknik Pengumpulan Sampling..................................... 45
3.5.1
Populasi ..................................................................................................... 45
3.6
3.5.2
Sampel....................................................................................................... 45
3.5.3
Teknik Sampling ....................................................................................... 46
Uji Instrumen Penelitian ................................................................................... 46
3.6.1
Uji Validitas .............................................................................................. 47
viii
Muhammad Galih Robbani, 2016
PENGARUH SPORT SPONSORSHIP TERHADAP BRAND AWARENESS FWD
SEBAGAI PRODUK ASURANSI JIWA
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
3.6.2
3.7
Uji Reliabilitas .......................................................................................... 49
Rancangan Analisis Data .................................................................................. 51
3.7.1
Rancangan Analisis ................................................................................... 51
3.7.2
Teknik Analisis Data Deskriptif ............................................................... 53
3.7.3
Teknik Analisis Data Verifikatif ............................................................... 54
3.8
Uji Hipotesis ..................................................................................................... 58
BAB IV HASIL PENELITIAN DAN PEMBAHASAN .................................................. 60
4.1
4.2
Hasil Penelitian ................................................................................................. 60
4.1.1
Profil Perusahaan ...................................................................................... 60
4.1.2
Pengalaman Responden ............................................................................ 62
4.1.3
Gambaran Variabel Sport Sponsorship ..................................................... 68
4.1.4
Gambaran Brand Awareness .................................................................... 78
4.1.5
Hasil Pengujian Hipotesis ......................................................................... 84
Pembahasan Hasil Penelitian ............................................................................ 91
4.2.1
Pembahasan Karakteristik dan Pengalaman Responden ........................... 91
4.2.2
Pembahasan Sport Sponsorship ................................................................ 93
4.2.3
Pembahasan Brand Awareness ................................................................. 95
4.2.4
Pembahasan Pengaruh Sport Sponsorship Terhadap Brand Awareness .. 96
BAB V KESIMPULAN DAN SARAN........................................................................... 99
5.1
Kesimpulan ....................................................................................................... 99
5.2
Saran ............................................................................................................... 100
DAFTAR PUSTAKA ...................................................................................................... xiv
ix
Muhammad Galih Robbani, 2016
PENGARUH SPORT SPONSORSHIP TERHADAP BRAND AWARENESS FWD
SEBAGAI PRODUK ASURANSI JIWA
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
DAFTAR TABEL
Tabel 1. 1 Perkembangan Industri Asuransi di Indonesia...................................... 2
Tabel 1. 2 Kinerja Industri Asuransi Jiwa Tahun 2014-2015 ................................. 3
Tabel 1. 3 Daftar Perusahaan Asuransi Jiwa Di Indonesia s/d Tahun 2015 ........... 4
Tabel 1. 4 Daftar Perusahaan Asuransi Jiwa Peraih Best Insurance 2015 .............. 6
Tabel 1. 5 Top Brand Index Asuransi Jiwa 2014-2015 .......................................... 7
Tabel 1. 6 Merek Asuransi Jiwa yang Dikenal Responden .................................... 8
Tabel 1. 7 Merek Asuransi Jiwa yang Menjadi Pilihan Responden ....................... 8
Tabel 1. 8 Jumlah Rata-Rata Penonton 5 Klub Indonesia Tahun 2012-2015 ....... 11
Tabel 2. 1 Definisi Sport Marketing dari Beberapa Ahli ...................................... 15
Tabel 2. 2 Definisi Sport Sponsorship Dari Beberapa Ahli .................................. 21
Tabel 2. 3 Penelitian Terdahulu ............................................................................ 32
Tabel 3. 1 Operasionalisasi Variabel .................................................................... 41
Tabel 3. 2 Jenis dan Sumber Data ......................................................................... 43
Tabel 3. 3 Hasil Uji Validitas Variabel X (Sport Sponsorship) ........................... 47
Tabel 3. 4 Hasil Uji Validitas Variabel Y (Brand Awareness) ............................ 48
Tabel 3. 5 Hasil Uji Reliabilitas Variabel X (Sport Sponsorship) dan Variabel Y
(Brand Awareness) ................................................................................................ 50
Tabel 3. 6 Kriteria Bobot Nilai Alternatif ............................................................. 51
Tabel 3. 7 Rekapitulasi Pengubah Data ................................................................ 51
Tabel 3. 8 Pengubahan Data Ordinal ke Iterval .................................................... 54
Tabel 3. 9 Pedoman untuk Memberikan Interpretasi Koefisien Korelasi ............. 55
Tabel 4. 1 Karakteristik Responden Berdasarkan Jenis Kelamin ......................... 61
Tabel 4. 2 Karakteristik Responden Berdasarkan Usia ......................................... 62
Tabel 4. 3 Karakteristik Responden Berdasarkan Pendidikan Terakhir ............... 63
Tabel 4. 4 Karakteristik Responden Berdasarkan Jenis Pekerjaan ....................... 64
Tabel 4. 5 Karakteristik Responden Berdasarkan Tingkat Pemasukan Perbulan . 64
Tabel 4. 6 Pengalaman Responden Berdasarkan Pengetahuan Responden
Terhadap Produk Asuransi Jiwa............................................................................ 65
x
Muhammad Galih Robbani, 2016
PENGARUH SPORT SPONSORSHIP TERHADAP BRAND AWARENESS FWD
SEBAGAI PRODUK ASURANSI JIWA
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
Tabel 4.7 Pengalaman Responden Berdasarkan Produk Asuransi Jiwa yang
Diketahui Responden ........................................................................................... 66
Tabel 4. 8 Pengalaman Responden Berdasarkan Sumber Informasi Produk ........ 67
Tabel 4. 9 Tanggapan Responden Terhadap Sponsorship Objectives .................. 68
Tabel 4. 10 Tanggapan Responden Terhadap Sponsorship Targeting .................. 70
Tabel 4. 11 Tanggapan Responden Terhadap Sponsorship Leveraging ............... 72
Tabel 4. 12 Rekapitulasi Skor Tanggapan Responden Mengenai Sport
Sponsorship FWD ................................................................................................. 74
Tabel 4. 13 Tanggapan Responden Terhadap Brand Recognition ........................ 77
Tabel 4. 14 Tanggapan Responden Terhadap Brand Recall ................................. 79
Tabel 4. 15 Rekapitulasi Skor Tanggapan Responden Menganai Brand
Awareness FWD ................................................................................................... 81
Tabel 4. 16 Output Korelasi .................................................................................. 85
Tabel 4. 17 Interpretasi Koefisien Korelasi .......................................................... 86
Tabel 4. 18 Output Pengaruh Sport Sponsorship Terhadap Brand Awareness..... 86
Tabel 4. 19 Output Koefisien Regresi ................................................................... 87
Tabel 4. 20 Nilai Signifikansi Uji t ....................................................................... 89
xi
Muhammad Galih Robbani, 2016
PENGARUH SPORT SPONSORSHIP TERHADAP BRAND AWARENESS FWD
SEBAGAI PRODUK ASURANSI JIWA
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
DAFTAR GAMBAR
Gambar 2. 1 Sport Industry Segment Model ........................................................ 18
Gambar 2. 2 Strategi Promosi Dalam Sport Marketing Mix ................................ 20
Gambar 2. 3 Nilai-Nilai Kesadaran Merek .......................................................... 29
GAMBAR 2. 4 Kerangka Pemikiran Pengaruh Sport Sponsorship Terhadap
Brand Awareness .................................................................................................. 36
Gambar 2. 5 Paradigma Penelitian Pengaruh Sport Sponsorship Terhadap Brand
Awareness ............................................................................................................. 37
Gambar 3. 1 Garis Kontinum Varibel X dan Y .................................................... 53
Gambar 4. 1 Hasil Kontinum Variabel Sport Sponsorship FWD ......................... 76
Gambar 4. 2 Hasil Kontinum Variabel Brand Awareness FWD .......................... 83
Gambar 4. 3 Uji Normalitas .................................................................................. 84
xii
Muhammad Galih Robbani, 2016
PENGARUH SPORT SPONSORSHIP TERHADAP BRAND AWARENESS FWD
SEBAGAI PRODUK ASURANSI JIWA
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
DAFTAR LAMPIRAN
LAMPIRAN 1
SK PEMBIMBING
LAMPIRAN 2
KUISIONER
LAMPIRAN 3
ORDINAL
LAMPIRAN 4
INTERVAL
LAMPIRAN 5
REALIBILITAS DAN VALIDITAS
LAMPIRAN 6
REGRESI
LAMPIRAN 7
CATATAN BIMBINGAN
LAMPIRAN 8
RIWAYAT HIDUP
xiii
Muhammad Galih Robbani, 2016
PENGARUH SPORT SPONSORSHIP TERHADAP BRAND AWARENESS FWD
SEBAGAI PRODUK ASURANSI JIWA
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
ABSTRAK ........................................................................................................................... i
ABSTRACT.......................................................................................................................... ii
KATA PENGANTAR ....................................................................................................... iii
DAFTAR ISI.................................................................................................................... viii
DAFTAR TABEL............................................................................................................... x
DAFTAR GAMBAR ........................................................................................................ xii
DAFTAR LAMPIRAN .................................................................................................... xiii
BAB I PENDAHULUAN ................................................................................................... 1
1.1
1.2
Latar Belakang Penelitian ................................................................................... 1
Identifikasi dan Rumusan Masalah ................................................................... 12
1.2.1
Identifikasi Masalah .................................................................................. 12
1.2.2
Rumusan Masalah ..................................................................................... 12
1.3
Tujuan Penelitian .............................................................................................. 13
1.4
Kegunaan Penelitian ......................................................................................... 13
BAB II KAJIAN PUSTAKA, KERANGKA PEMIKIRAN, DAN HIPOTESIS ............. 14
2.1
Kajian Pustaka .................................................................................................. 14
2.1.1
Konsep Sports Marketing.......................................................................... 14
2.1.2
Konsep Sports Marketing Mix .................................................................. 19
2.1.3
Sport Sponsorship ..................................................................................... 20
2.1.4 Konsep Brand ................................................................................................. 27
2.1.5
Pengaruh Sport Sponsorship terhadap Brand awareness .......................... 32
2.1.6
Penelitian Terdahulu ................................................................................. 33
2.1
Kerangka Pemikiran.......................................................................................... 34
2.2
Hipotesis ........................................................................................................... 38
BAB III METODOLOGI PENELITIAN ......................................................................... 39
3.1
3.2
Objek Penelitian ................................................................................................ 39
Metode dan Desain Penelitian........................................................................... 40
3.2.1
Metode Penelitian ..................................................................................... 40
3.2.2
Desain Penelitian....................................................................................... 41
3.3
3.4
Operasionalisasi Variabel ................................................................................. 41
Jenis, Sumber, dan Teknik Pengumpulan Data ................................................. 44
3.4.1
Jenis Data dan Sumber Data ..................................................................... 44
3.5
Populasi, Sampel dan Teknik Pengumpulan Sampling..................................... 45
3.5.1
Populasi ..................................................................................................... 45
3.6
3.5.2
Sampel....................................................................................................... 45
3.5.3
Teknik Sampling ....................................................................................... 46
Uji Instrumen Penelitian ................................................................................... 46
3.6.1
Uji Validitas .............................................................................................. 47
viii
Muhammad Galih Robbani, 2016
PENGARUH SPORT SPONSORSHIP TERHADAP BRAND AWARENESS FWD
SEBAGAI PRODUK ASURANSI JIWA
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
3.6.2
3.7
Uji Reliabilitas .......................................................................................... 49
Rancangan Analisis Data .................................................................................. 51
3.7.1
Rancangan Analisis ................................................................................... 51
3.7.2
Teknik Analisis Data Deskriptif ............................................................... 53
3.7.3
Teknik Analisis Data Verifikatif ............................................................... 54
3.8
Uji Hipotesis ..................................................................................................... 58
BAB IV HASIL PENELITIAN DAN PEMBAHASAN .................................................. 60
4.1
4.2
Hasil Penelitian ................................................................................................. 60
4.1.1
Profil Perusahaan ...................................................................................... 60
4.1.2
Pengalaman Responden ............................................................................ 62
4.1.3
Gambaran Variabel Sport Sponsorship ..................................................... 68
4.1.4
Gambaran Brand Awareness .................................................................... 78
4.1.5
Hasil Pengujian Hipotesis ......................................................................... 84
Pembahasan Hasil Penelitian ............................................................................ 91
4.2.1
Pembahasan Karakteristik dan Pengalaman Responden ........................... 91
4.2.2
Pembahasan Sport Sponsorship ................................................................ 93
4.2.3
Pembahasan Brand Awareness ................................................................. 95
4.2.4
Pembahasan Pengaruh Sport Sponsorship Terhadap Brand Awareness .. 96
BAB V KESIMPULAN DAN SARAN........................................................................... 99
5.1
Kesimpulan ....................................................................................................... 99
5.2
Saran ............................................................................................................... 100
DAFTAR PUSTAKA ...................................................................................................... xiv
ix
Muhammad Galih Robbani, 2016
PENGARUH SPORT SPONSORSHIP TERHADAP BRAND AWARENESS FWD
SEBAGAI PRODUK ASURANSI JIWA
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
DAFTAR TABEL
Tabel 1. 1 Perkembangan Industri Asuransi di Indonesia...................................... 2
Tabel 1. 2 Kinerja Industri Asuransi Jiwa Tahun 2014-2015 ................................. 3
Tabel 1. 3 Daftar Perusahaan Asuransi Jiwa Di Indonesia s/d Tahun 2015 ........... 4
Tabel 1. 4 Daftar Perusahaan Asuransi Jiwa Peraih Best Insurance 2015 .............. 6
Tabel 1. 5 Top Brand Index Asuransi Jiwa 2014-2015 .......................................... 7
Tabel 1. 6 Merek Asuransi Jiwa yang Dikenal Responden .................................... 8
Tabel 1. 7 Merek Asuransi Jiwa yang Menjadi Pilihan Responden ....................... 8
Tabel 1. 8 Jumlah Rata-Rata Penonton 5 Klub Indonesia Tahun 2012-2015 ....... 11
Tabel 2. 1 Definisi Sport Marketing dari Beberapa Ahli ...................................... 15
Tabel 2. 2 Definisi Sport Sponsorship Dari Beberapa Ahli .................................. 21
Tabel 2. 3 Penelitian Terdahulu ............................................................................ 32
Tabel 3. 1 Operasionalisasi Variabel .................................................................... 41
Tabel 3. 2 Jenis dan Sumber Data ......................................................................... 43
Tabel 3. 3 Hasil Uji Validitas Variabel X (Sport Sponsorship) ........................... 47
Tabel 3. 4 Hasil Uji Validitas Variabel Y (Brand Awareness) ............................ 48
Tabel 3. 5 Hasil Uji Reliabilitas Variabel X (Sport Sponsorship) dan Variabel Y
(Brand Awareness) ................................................................................................ 50
Tabel 3. 6 Kriteria Bobot Nilai Alternatif ............................................................. 51
Tabel 3. 7 Rekapitulasi Pengubah Data ................................................................ 51
Tabel 3. 8 Pengubahan Data Ordinal ke Iterval .................................................... 54
Tabel 3. 9 Pedoman untuk Memberikan Interpretasi Koefisien Korelasi ............. 55
Tabel 4. 1 Karakteristik Responden Berdasarkan Jenis Kelamin ......................... 61
Tabel 4. 2 Karakteristik Responden Berdasarkan Usia ......................................... 62
Tabel 4. 3 Karakteristik Responden Berdasarkan Pendidikan Terakhir ............... 63
Tabel 4. 4 Karakteristik Responden Berdasarkan Jenis Pekerjaan ....................... 64
Tabel 4. 5 Karakteristik Responden Berdasarkan Tingkat Pemasukan Perbulan . 64
Tabel 4. 6 Pengalaman Responden Berdasarkan Pengetahuan Responden
Terhadap Produk Asuransi Jiwa............................................................................ 65
x
Muhammad Galih Robbani, 2016
PENGARUH SPORT SPONSORSHIP TERHADAP BRAND AWARENESS FWD
SEBAGAI PRODUK ASURANSI JIWA
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
Tabel 4.7 Pengalaman Responden Berdasarkan Produk Asuransi Jiwa yang
Diketahui Responden ........................................................................................... 66
Tabel 4. 8 Pengalaman Responden Berdasarkan Sumber Informasi Produk ........ 67
Tabel 4. 9 Tanggapan Responden Terhadap Sponsorship Objectives .................. 68
Tabel 4. 10 Tanggapan Responden Terhadap Sponsorship Targeting .................. 70
Tabel 4. 11 Tanggapan Responden Terhadap Sponsorship Leveraging ............... 72
Tabel 4. 12 Rekapitulasi Skor Tanggapan Responden Mengenai Sport
Sponsorship FWD ................................................................................................. 74
Tabel 4. 13 Tanggapan Responden Terhadap Brand Recognition ........................ 77
Tabel 4. 14 Tanggapan Responden Terhadap Brand Recall ................................. 79
Tabel 4. 15 Rekapitulasi Skor Tanggapan Responden Menganai Brand
Awareness FWD ................................................................................................... 81
Tabel 4. 16 Output Korelasi .................................................................................. 85
Tabel 4. 17 Interpretasi Koefisien Korelasi .......................................................... 86
Tabel 4. 18 Output Pengaruh Sport Sponsorship Terhadap Brand Awareness..... 86
Tabel 4. 19 Output Koefisien Regresi ................................................................... 87
Tabel 4. 20 Nilai Signifikansi Uji t ....................................................................... 89
xi
Muhammad Galih Robbani, 2016
PENGARUH SPORT SPONSORSHIP TERHADAP BRAND AWARENESS FWD
SEBAGAI PRODUK ASURANSI JIWA
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
DAFTAR GAMBAR
Gambar 2. 1 Sport Industry Segment Model ........................................................ 18
Gambar 2. 2 Strategi Promosi Dalam Sport Marketing Mix ................................ 20
Gambar 2. 3 Nilai-Nilai Kesadaran Merek .......................................................... 29
GAMBAR 2. 4 Kerangka Pemikiran Pengaruh Sport Sponsorship Terhadap
Brand Awareness .................................................................................................. 36
Gambar 2. 5 Paradigma Penelitian Pengaruh Sport Sponsorship Terhadap Brand
Awareness ............................................................................................................. 37
Gambar 3. 1 Garis Kontinum Varibel X dan Y .................................................... 53
Gambar 4. 1 Hasil Kontinum Variabel Sport Sponsorship FWD ......................... 76
Gambar 4. 2 Hasil Kontinum Variabel Brand Awareness FWD .......................... 83
Gambar 4. 3 Uji Normalitas .................................................................................. 84
xii
Muhammad Galih Robbani, 2016
PENGARUH SPORT SPONSORSHIP TERHADAP BRAND AWARENESS FWD
SEBAGAI PRODUK ASURANSI JIWA
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
DAFTAR LAMPIRAN
LAMPIRAN 1
SK PEMBIMBING
LAMPIRAN 2
KUISIONER
LAMPIRAN 3
ORDINAL
LAMPIRAN 4
INTERVAL
LAMPIRAN 5
REALIBILITAS DAN VALIDITAS
LAMPIRAN 6
REGRESI
LAMPIRAN 7
CATATAN BIMBINGAN
LAMPIRAN 8
RIWAYAT HIDUP
xiii
Muhammad Galih Robbani, 2016
PENGARUH SPORT SPONSORSHIP TERHADAP BRAND AWARENESS FWD
SEBAGAI PRODUK ASURANSI JIWA
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu