S IKOM 1206616 Abstract

PENGARUH EVENT SPONSORSHIP TERHADAP BRAND AWARENESS
(STUDI PADA BRAND AWARENESS TORABIKA CAPPUCCINO YANG
TELAH MENSPONSORI ACARA NET GOES TO YOU)
Oleh:
Qanita Zara Shafira
1206616
Skripsi ini dibimbing oleh :
Dr. Cecep Darmawan, M.Si. dan H. P. Diyah Setiyorini, M.M.
ABSTRAK
Penelitian ini dilatarbelakangi mengenai permasalahan pengaruh
penyelenggaraan event sponsorship Net Goes To You terhadap brand awareness
Torabika Cappuccino. Penulis mengambil objek penelitian pada mahasiswa yang
datang pada acara tersebut. Permasalahan yang diangkat oleh peneliti ialah
mengenai kesadaran merek dari salah satu sponsor utama acara yaitu Torabika
Cappuccino. Tujuan utama dari penelitian ini adalah, 1). Mengetahui
penyelenggaraan event sponsorship yang dilakukan oleh Torabika Cappuccino
melalui acara Net Goes To You, 2). Mengetahui brand awareness Torabika
Cappuccino, 3). Mengetahui pengaruh event sponsorship yang dilakukan oleh
Torabika Cappuccino melalui acara Net Goes To Campus terhadap brand
awareness. Metode yang digunakan oleh penulis dalam penelitian ini yaitu
metode kuantitatif dengan jenis penelitian korelasional untuk mengetahui

hubungan antara variabel x dan variabel y dengan menggunakan pengujian
hipotesis. Penelitian telah menunjukan bahwa hasil uji hipotesis penelitian ialah
terdapat pengaruh antara event sponsorship Net Goes To You dengan brand
awareness Torabika Cappuccino, dengan tingkat korelasi yang rendah. Serta
kesimpulan dari penelitian ini adalah bahwa brand awareness dapat meningkat
dengan beberapa faktor luar, namun dengan adanya event sponsorship maka
peningkatan merek dapat menjadi lebih baik.
Kata kunci : Event Sponsorship, Brand Awareness, Net Goes To You,
Torabika Cappuccino

Qanita Zara Shafira, 2016
PENGARUH EVENT SPONSORSHIP TERHADAP BRAND AWARENESS
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu

THE EFFECT OF EVENT SPONSORSHIP TOWARDS BRAND
AWARENESS (Study brand awareness Torabika Cappuccini Which Has
Sponsored Event Net Goes To You)
By:
Qanita Zara Shafira
1206616

This thesis is guided by:
Dr. Cecep Darmawan, M.Si. and H. P. Diyah Setiyorini, M.M.
ABSTRACT
This research is motivated on the problem of organizing events influence
sponsorship Net Goes To You on brand awareness Torabika Cappuccino. The
researcher takes the object of study to audiens who come to the event. Issues
raised by the researchers is that the brand awareness of one of the main sponsors
of the event are Torabika Cappuccino. The main objective of this study was, 1).
Knowing the organization of event sponsorship undertaken by Torabika
Cappuccino through Net Event Goes To You, 2). Knowing the brand awareness
Torabika Cappuccino, 3). Knowing the effect of event sponsorship undertaken by
Torabika Cappuccino through Net Event Goes To You on brand awareness. The
method used in this study is a quantitative method with the type of correlational
research to determine the relationship between the variables x and variables y
using hypothesis testing. Research has shown that the test results of the research
hypothesis is that there is influence between event sponsorship Net Goes To You
with brand awareness Torabika Cappuccino, with a low correlation. As well as the
conclusions of this study is that brand awareness can be increased by several
external factors, but with the event sponsorship, the brand enhancement can be
better.

Keywords: Event Sponsorship, Brand Awareness, Net Goes To You,
Torabika Cappuccino

Qanita Zara Shafira, 2016
PENGARUH EVENT SPONSORSHIP TERHADAP BRAND AWARENESS
Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu