PENGARUH SPONSORSHIP, BRAND PERSONALITY, DAN BRAND AWARENESS TERHADAP BRAND EQUITY PADA MEREK OLAHRAGA MILLS SPORT (TUGAS AKHIR/SKRIPSI/TESIS/DISERTASI)

CALVIN TAMBING LAMBAH, . (2025) PENGARUH SPONSORSHIP, BRAND PERSONALITY, DAN BRAND AWARENESS TERHADAP BRAND EQUITY PADA MEREK OLAHRAGA MILLS SPORT (TUGAS AKHIR/SKRIPSI/TESIS/DISERTASI). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Industri olahraga di Indonesia menunjukkan perkembangan yang pesat seiring meningkatnya kesadaran masyarakat terhadap aktivitas fisik dan gaya hidup sehat. Persaingan yang semakin kompetitif mendorong merek-merek lokal, termasuk Mills Sport, untuk memperkuat posisi mereka di pasar melalui berbagai strategi pemasaran yang berorientasi pada pembentukan ekuitas merek. Tujuan penelitian ini adalah untuk menganalisis pengaruh sponsorship, brand personality, dan brand awareness terhadap brand equity pada merek lokal Mills Sport. Secara khusus, penelitian ini bertujuan menguji hubungan langsung dan tidak langsung antarvariabel tersebut dalam membangun ekuitas merek yang berkelanjutan. Pendekatan yang digunakan adalah kuantitatif dengan metode survei terhadap 200 responden yang mengenal dan menggunakan produk Mills Sport, berusia minimal 17 tahun, serta berdomisili di Daerah Khusus Jakarta. Unit analisis dalam penelitian ini adalah konsumen Mills Sport yang telah mengenal dan menggunakan produk merek tersebut. Data dikumpulkan melalui penyebaran kuesioner kepada responden yang memenuhi kriteria. Teknik analisis data yang digunakan adalah Structural Equation Modeling (SEM) berbasis AMOS, dengan pengujian validitas, reliabilitas, dan kelayakan model sebagai dasar untuk menguji hipotesis penelitian. Hasil penelitian menunjukkan bahwa sponsorship berpengaruh positif dan signifikan terhadap brand awareness serta brand equity. Sementara itu, brand personality berpengaruh signifikan terhadap brand awareness, namun tidak memiliki pengaruh langsung terhadap brand equity. Berdasarkan temuan tersebut, rekomendasi yang diberikan adalah agar Mills Sport memperkuat strategi sponsorship dan pengembangan brand personality yang konsisten guna meningkatkan brand awareness. Selain itu, pengelolaan komunikasi merek yang terpadu diharapkan dapat memaksimalkan pengaruh ketiga variabel tersebut terhadap peningkatan brand equity secara berkelanjutan.***** The sports industry in Indonesia has shown rapid growth in line with the increasing public awareness of physical activity and a healthy lifestyle. This growing competitiveness has encouraged local brands, including Mills Sport, to strengthen their market position through various marketing strategies focused on building brand equity. The purpose of this study is to analyze the influence of sponsorship, brand personality, and brand awareness on brand equity in the local brand Mills Sport. Specifically, this research aims to examine the direct and indirect relationships among these variables in building sustainable brand equity. The approach used is quantitative with a survey method involving 200 respondents who are familiar with and use Mills Sport products, aged at least 17 years, and residing in the Special Capital Region of Jakarta. The unit of analysis consists of Mills Sport consumers who are familiar with and have used the brand’s products. Data were collected through questionnaires distributed to respondents who met the inclusion criteria. The data analysis technique used is Structural Equation Modeling (SEM) based on AMOS, with validity, reliability, and model fit tests serving as the basis for hypothesis testing. The results indicate that sponsorship has a positive and significant effect on both brand awareness and brand equity. Meanwhile, brand personality significantly influences brand awareness but does not have a direct effect on brand equity. Based on these findings, it is recommended that Mills Sport strengthen its sponsorship strategies and maintain consistent brand personality development to enhance brand awareness. Furthermore, integrated brand communication management is expected to optimize the combined influence of these three variables in improving sustainable brand equity.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M.Si., Ph.D. ; 2). Daru Putri Kusumaningtyas, S.E.
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Pendidikan Tata Niaga
Depositing User:	Calvin Tambing Lambah .
Date Deposited:	17 Dec 2025 03:29
Last Modified:	17 Dec 2025 03:29
URI:	http://repository.unj.ac.id/id/eprint/62860

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