Analisis Pengaruh Event Sponsorship Dan Advertising Terhadap Brand Image Produk Rokok Sampoerna A Mild

Putri, Rininta Widyani Kusumo (2014) Analisis Pengaruh Event Sponsorship Dan Advertising Terhadap Brand Image Produk Rokok Sampoerna A Mild. S1 thesis, STIE Indonesia Banking School.

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Official URL: http://lib.ibs.ac.id/index.php?p=show_detail&id=20...

Abstract

A lot of competitiors in the ciggarette industry are trying to compete to increase their Brand Image though creative methods. Marketing communication and its programs can help to increase a company or Brand Image. Event Sponsorship and Advertising are some of marketing communication’s programs. This research is focused to identify the impact of Event Sponsorship and Advertising of Sampoerna A Mild Brand Image. With cross-sectional method, questionnares were distributed to 100 respondents from Jakarta, Bogor, Depok, Tanggerang and Bekasi. Data were analyzed through regression, coefficient determination, samples T-Test and F-Test. T-test result showed that there is a positive relationship between Event Sponsorship, Advertising and Sampoerna A Mild Brand Image. But from the significance of the variable, showed that there is not significant effect between Event Sponsorship and Brand Image. F-Test result showed that Event Sponsorship and Advertising simultaneously effects Sampoerna A Mild Brand Image Keywords: Event Sponsorship, Advertising, Brand Image.

Item Type: Thesis (S1)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: KODEPRODI61201#Manajemen
Depositing User: Ms Dyta Medina
Date Deposited: 23 Nov 2020 06:55
Last Modified: 23 Nov 2020 06:55
URI: http://repository.ibs.ac.id/id/eprint/767

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