ANALISIS PENGARUH EVENT/SPONSORSHIP TERHADAP BRAND IMAGE ROKOK L.A LIGHTS PT. DJARUM TBK

Rendra Sanjaya, . (2012) ANALISIS PENGARUH EVENT/SPONSORSHIP TERHADAP BRAND IMAGE ROKOK L.A LIGHTS PT. DJARUM TBK. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study aimed to determine the effect of events/sponsorship for cigarette LA Lights brand image. The company studied is PT. Djarum Tbk respondents drawn from teenage visitors both men and women at the LA Lights Indiefest event held on the campus of Trisakti Jakarta. Data collection techniques in this study using primary data by spreading 100 questionnaires to the respondents. Data processing techniques performed using SPSS 16.0. The variables studied consisted of events/sponsorship and brand image. The analysis used to test this study is a simple regression. The results showed a strong correlation between the variables event/sponsorship for cigarette LA Lights brand image. And it is said that there is significant influence between variables event/sponsorship on brand image variables. From the results of these studies proved that by organizing events/sponsorship LA Lights can enhance the brand image of their products in the minds of consumers.

Item Type:	Thesis (Skripsi)
Additional Information:	[No. Panggil : 207111111] [Penguji II (Pembimbing) : MB. Nani Ariani] [Penguji I : Yuliniar] [Ketua Penguji : Diana Triwardhani]
Uncontrolled Keywords:	Event/sponsorship, Brand Image.
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions
Divisions:	Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User:	Muamar Khadafi
Date Deposited:	07 Nov 2024 03:18
Last Modified:	07 Nov 2024 03:18
URI:	http://repository.upnvj.ac.id/id/eprint/33994

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