ANALISIS PENGARUH SPONSORSHIP, PENGALAMAN KONSUMEN, DAN PROMOSI PENJUALAN TERHADAP MINAT BELI KONSUMEN DENGAN KESADARAN MEREK SEBAGAI VARIABEL INTERVENING (Studi pada konsumen ekspatriat penerbangan domestik Garuda Indonesia)
ABSTRACT: This
study aimed to analyze the influence Integrated Marketing Communication (IMC) consisting
of Sponsorship, Customer Experience and Sales Promotion on Purchase Intention
with Brand Awareness as a intervening variable (Studies on global consumers of
Garuda Indonesia). Sponsorship is a gift of financial support or other forms of
finance to the recipient that the recipient remains smooth or strong. Garuda
Indonesia suffered downgrades The World's Top 10 Airlines for 3 years in a row.
Besides market share for Asian market decreased by -8.78% compared to 2014.
Therefore, based on phenomenon that has been described previously, this study aims
to analyze the influence of Sponsorship, Customer Experience, and Sales
Promotion of the Purchase Intention using Brand awareness as an intervening
variable in the study of consumer expatriates Garuda Indonesia. The results
showed that the sponsorship positive effect on brand awareness, but the negative
effect on purchase intention. Customer experience negatively affect brand
awareness, but the positive effect on purchase intention. Influence sales
promotion positively to brand awareness and purchase intention. Brand awareness
as well as a positive effect on purchase intention.
Keywords:
sponsorship, customer experience, sales promotion, brand awareness, purchase intention
Penulis: Ratna
Vitadiani, Drs. H. Mudiantono, M.Sc
