GOJEK DAN STUDI FENOMENOLOGI SPONSORSHIP DI LIGA INDONESIA
Abstract: Recently, the
promotion using sponsorship is becoming continuous in Indonesian football. This
is evident from the number of sponsors who entered the league and club sponsor. The promotion
using sponsorship should be evaluated whether it has a significant impact on
brand awareness of sponsors and then followed by increase the purchasing
intention of sponsor’s products. The purpose of this study is to analyze the
impact of sponsorship activities by Gojek on brand awareness of sponsor by PSIS
supporters and how it affects purchasing
intention of go -ride by supporters.
The method used is qualitative method with phenomenology study approach,
where the data collection is done by interview, observation, and document
ation. This method is chosen to mak e the research in-depth and get accurate
results. The sampling technique in this research using purposive and
snowballing sampling techniques.
The results of this study showed that sponsorship by Gojek has a positive
effect on brand awareness of sponsors.
In addition, a high awareness of sponsorship brands increases the purchasing
intention toward go -ride by supporters.
Keywords: Gojek , Sponsorship,
Brand Awareness, Purchase Intention
Penulis: Pilemon Pasaribu,
Rizal Hari Magnadi
Kode Jurnal: jpmanajemendd180424
