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Analisis faktor yang mempengaruhi purchase intention terhadap sponsor tim olahraga : studi kasus Standard Chartered Bank sebagai sponsorLiverpool FC
This research is about analyzing the influencing factor of purchase intention towards a sport team?s sponsor. Structural Equation Modeling with LISREL 8.8 program has been used to process the data. Purchase intention is situated as a dependent variable that influenced by attitude towards the sponsor, goodwill and fan involvement, these three factors worked as independent variables. In this research, we found that fan involvement has the biggest effect towards purchase intention for supporting the sponsor with a purchasing behaviour, eventhough the other two factors, which is the attitude towards the sponsor and goodwill also giving not so different effect towards the sponsor?s effectiveness.Ada tabel
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| 8249 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok: Program Studi Manajemen, Fakultas Ekonomi Universitas Indonesia 2012 |
|---|---|
| Edisi | - |
| Subjek | Marketing communication Purchase intention Sponsorship Structural Equation Models |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | xxiii, 103 p., 30 p. : diagr., il. ; 30 cm & lamp. |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |