PENGARUH IKLAN TELEVISI DAN EVENT SPONSORSHIP TERHADAP BRAND IMAGE L-MEN

Budiwati, Anggun (2015) PENGARUH IKLAN TELEVISI DAN EVENT SPONSORSHIP TERHADAP BRAND IMAGE L-MEN. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Kesehatan merupakan hal yang penting dalam menjalani hidup untuk melakukan berbagai aktivitas. L-Men merupakan rangkaian produk untuk membantu para pria membentuk tubuh atletis cara yang sehat. Penjualan L-Men di Jawa Barat mengalami penurunan bulan Oktober-Desember tahun 2014. Penurunan penjualan diduga karena terdapat masalah pada brand image L-Men, didukung pada data pra penelitian yang menunjukkan 73% responden setuju produk L-Men tepat dikonsumsi untuk complementer aktivitas gym,23% yang setuju tepat di dikonsumsi complementer untuk semua aktivitas olahraga hal itu menunjukkan adanya perbedaan asosiasi merek yang terbentuk dengan image yang ingin diciptakan untuk L-Men. Penelitian ini bertujuan untuk 1) mengetahui gambaran iklan televisi, 2) mengetahui gambaran event sponsorship, 3) mengetahui gambaran brand image dan 4 ) mengetahui besarnya pengaruh iklan televisi terhadap brand image 5) mengetahui besarnya pengaruh event sponsorship terhadap brand image Objek penelitian ini adalah peserta L-Men 3x3 competition di kota Bandung. Jenis penelitian yang digunakan adalah deskriptif, verifikatif dan metode yang digunakan adalah explanatory survey dengan teknik purposive sampling dengan sampel berjumlah 57 responden. Teknik analisis data yang digunakan adalah koefisien korelasi pearson product moment dan analisis regresi berganda dengan alat bantu software SPSS 20.0. Hasil penelitian menunjukan bahwa iklan televisi dan event sponsorship terhadap Brand Image pada L-Men berada pada kategori tinggi. Hasil perhitungan korelasi, variabel iklan televisi dan event sponsorship sama-sama memiliki hubungan yang positif dengan klasifikasi sangat kuat dengan brand image. Hasil yang diperoleh dalam penelitian menyatakan bahwa kinerja iklan televisi dan event sponsorship mempengaruhi brand image sebesar 77,2%. Dari hasil terhadap pengujian hipotesis dapat diketahui bahwa iklan televisi dan event sponsorship memiliki pengaruh yang positif terhadap brand image. ---------- Health is the important thing in his life to do a variety of activities. L-Men is a series of products to help the men form a healthy way athletic body. The sale of L-Men experience a decrease in West Java in October-December 2014. The decline in sales is suspected because there is a problem on the brand image of L-Men, supported on pre-release data research shows 73% of respondents agreed the product L-Men right consumed to complementer activity gym,23% who agreed right consumed complementer for all sport activities it showed a difference of brand association formed with the image that wanted to created to L-Men. This research aims to 1) to know the description of television advertising, 2) know the description of event sponsorship, 3) find out the image of the brand image and 4) knowing the magnitude of the influence of television advertising against the brand image 5) knowing the magnitude of influence event sponsorship towards the brand image of the object of study is participants L-Men 3 x 3 competition in Bandung. This type of research is descriptive, verifikatif and the method used was explanatory survey with purposive sampling technique with a sample of 57 respondents. Data analysis technique used is the coefficient of correlation pearson product moment and multiple regression analysis with SPSS software tools 20.0. Research results show that television advertising and event sponsorship towards the brand image on L-Men are on a high category. The results of the calculation of the variable correlation, television advertising and event sponsorship both have a positive relationship with the classification with a very strong brand image. The results obtained in the study stated that the performance of television advertising and event sponsorships affect the brand image of 77,2%. From the results against hypothesis testing can be known that television advertising and event sponsorship has a positive influence towards the brand image.

Item Type: Skripsi Tesis Atau Disertasi (S1)
Additional Information: No. Panggil: S PEM BUD p-2015; Pembimbing : Heny Hendrayati
Uncontrolled Keywords: brand image, event sponsorship, iklan televisi
Subjects: H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan)
Depositing User: Mr. Tri Agung
Date Deposited: 19 Aug 2016 01:50
Last Modified: 19 Aug 2016 01:50
URI: http://repository.upi.edu/id/eprint/21645

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