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Influence Of Sponsorship Program In Increasing Brand Awareness (Study Of Paragon Sponsorship Program in Wisuda April ITB 2019)

Yeremia Haryanto, Isti Raafaldini


Abstract. brand awareness to have a positive impact on how consumer response when see or hear their brand. There will be achieved using various marketing communication tool, and one of the tools is called sponsorship. Sponsorship has seen exceptional growth and became a popular marketing communication to increase brand awareness. PT Paragon Technology and Innovation Tbk (PTI) is a cosmetics company active in sponsorship activities. One of the sponsorship programs is in Wisuda April ITB 2019. This study intends to see Paragon sponsorship program in Wisuda April ITB 2019 to investigate the influence of the program to Paragon’s brand awareness. This study uses sponsorship dimension consisting of target audience reach, compatibility with the company’s or brand positioning, and message capacity. This research applies a quantitative approach and involves 98 respondents as samples collected in Wisuda April ITB 2019.This research also use qualitative approach to interview PIC of sponsorship program in Paragon to confirm the goals in Wisuda April ITB 2019. The quantitative method results suggest that sponsorship has relationship towards brand awareness. Further, the result also indicates that the dimensions of target audience reach have the biggest influence on brand awareness than the other two dimensions. The confirmation interview also confirm that brand awareness is one of the goals that Paragon wants achieved in Wisuda April ITB 2019.

Keywords: Sponsorship, Brand Awareness dan Wisuda April ITB 2019.


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