Valencia Yolanda Purba, . (2026) PENGARUH NAMING RIGHTS SPONSORSHIP STASIUN MRT CIPETE RAYA TUKU TERHADAP KEPUTUSAN PEMBELIAN KOPI TUKU MELALUI BRAND IMAGE PADA PENUMPANG MRT JAKARTA. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The increasingly intense competition among brands requires many companies to seek marketing communication approaches that can reach consumers on a sustained basis. One such approach is naming rights sponsorship, as demonstrated by Kopi Tuku through renaming Cipete Raya MRT Station as Cipete Raya Tuku. This collaboration can shape passengers perceptions of the brand and can also influence their decision to purhcase its products. This study was conducted to examine the influence of naming rights sponsorship on Kopi Tuku’s purchase decisions among Jakarta MRT passengers, with brand image as a connecting variable, using the Stimulus-Organism-Response theory. This study used a quantitative method with questionnaires distributed to 100 Jakarta MRT passengers who had visited or passed through Cipete Raya Tuku MRT Station, with samples selected using an accidental sampling technique. Data processing was carried out using SEM-PLS, which produced several significant and positive results. The results show that naming rights sponsorship has a significant and positive contribution to both brand image and purchase decision, and that brand image is shown to mediate the relationship between the two variables, with naming rights sponsorship able to explain 58% of the variability in brand image, and together, with brand image, explaining 72,1% of the variability in purchase decision.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No Panggil: 2210411297] [Pembimbing: Chairun Nisa Zempi] [Penguji 1: Rini Riyantini] [Penguji 2: Vina Mahdalena] |
| Uncontrolled Keywords: | Brand Image, Jakarta MRT, Kopi Tuku, Naming Rights Sponsorship, Purchase Decision |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HE Transportation and Communications |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | VALENCIA YOLANDA PURBA |
| Date Deposited: | 31 Aug 2026 04:19 |
| Last Modified: | 31 Aug 2026 04:19 |
| URI: | http://repository.upnvj.ac.id/id/eprint/53596 |
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