ANALISIS SPONSORSHIP PROGRAM DAN CUSTOMER ENGAGEMENT TERHADAP BRAND AWARENESS DENGAN BRAND IMAGE SEBAGAI VARIABEL INTERVENING (STUDI PADA PT WINGSFOOD SEBAGAI SPONSORSHIP PROGRAM BERUPA SAMPLING PRODUK MIE SEDAAP)

Ayu Syispratiwi, . (2025) ANALISIS SPONSORSHIP PROGRAM DAN CUSTOMER ENGAGEMENT TERHADAP BRAND AWARENESS DENGAN BRAND IMAGE SEBAGAI VARIABEL INTERVENING (STUDI PADA PT WINGSFOOD SEBAGAI SPONSORSHIP PROGRAM BERUPA SAMPLING PRODUK MIE SEDAAP). Tesis thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The increasingly tight competition in the food and beverage sector forces companies to design effective marketing plans to increase Brand Awareness and create a good Brand Image in the minds of consumers. This study aims to examine the impact of Sponsorship Programs and Customer Engagement on Brand Awareness, with Brand Image serving as an intermediary variable. The approach used in this study is quantitative with a survey method. Data collection was carried out by distributing questionnaires to 280 respondents in the Mampang area, South Jakarta, who had tried Mie Sedaap products from PT Wingsfood. Sampling was done through purposive sampling. The variables analyzed in this study were Sponsorship Programs (X1) and Customer Engagement (X2) as independent variables, Brand Image (Z) as an intervening variable, and Brand Awareness (Y) as a dependent variable. The data analysis method used is Partial Least Square - Structural Equation Modeling (PLS-SEM) with the help of the SmartPLS 4.0 application. The research findings show that Sponsorship Programs and Customer Engagement have a positive and significant influence on Brand Image and Brand Awareness. In addition, Brand Image is proven to significantly mediate the relationship between Sponsorship Programs and Customer Engagement on Brand Awareness. These results provide important implications for companies in developing marketing communication strategies that prioritize Customer Engagement and sponsorship activities to strengthen image and increase Brand Awareness efficiently.

Item Type: Thesis (Tesis)
Additional Information: [No Panggil : 2310121012] [Pembimbing : Prasetyo Hadi] [Penguji 1 : Iwan Kresna Setiadi] [Penguji 2 : Muhammad Anwar Fathoni]
Uncontrolled Keywords: Sponsorship Program, Customer Engagement, Brand Image, Brand Awareness
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S2)
Depositing User: AYU SYISPRATIWI
Date Deposited: 19 Aug 2025 08:16
Last Modified: 19 Aug 2025 08:16
URI: http://repository.upnvj.ac.id/id/eprint/38768

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