PENGARUH SPONSORSHIP TERHADAP BRAND AWARENESS PERMATA BANK SYARIAH : STUDI SPONSORSHIP PERMATA BANK SYARIAH PADA KLUB PERSIB BANDUNG

Galang Semesta Fauzi, NIM.: 16820060 (2020) PENGARUH SPONSORSHIP TERHADAP BRAND AWARENESS PERMATA BANK SYARIAH : STUDI SPONSORSHIP PERMATA BANK SYARIAH PADA KLUB PERSIB BANDUNG. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This research aims to determine the effect of sponsorship factors, ubiquity of sponsors, and message capacity sponsorship on brand awareness of permata bank syariah. Which is the Islamic permata bank sponsorship examined is the sponsorship of the football club, persib bandung. This research is a causal study that aims to determine whether one variable can affect other variables. The population in this study amounted to 49 million people who are the people of West Java. The sampling technique is purposive sampling. Data in this study were obtained through a questionnaire. Data analysis methods used in this study are the validity test, reliability test, classic assumption test, and multiple linear regression analysis with IBM SPSS 22. The results of this study indicate that sponsorship factors and message capacity sponsorship significantly influence brand awareness of permata Islamic banks. While the ubiquity of sponsors has no significant effect on the brand awareness of permata Islamic banks.

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