Image of Analisis faktor yang mempengaruhi purchase intention terhadap sponsor tim olahraga : studi kasus Standard Chartered Bank sebagai sponsorLiverpool FC

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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 NumberLocationAvailable
8249PSB lt.2 - Karya Akhir1
Penerbit Depok Program Studi Manajemen, Fakultas Ekonomi Universitas Indonesia.,
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
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