PENGARUH PROMOSI SPONSOR ACARA (EVENT SPONSORSHIP) TERHADAP KECINTAAN MEREK (BRAND LOVE) KOSMETIK X PADA MAHASISWA TATA RIAS UNIVERSITAS NEGERI JAKARTA

ASHA PRAJNADRIYA, . (2026) PENGARUH PROMOSI SPONSOR ACARA (EVENT SPONSORSHIP) TERHADAP KECINTAAN MEREK (BRAND LOVE) KOSMETIK X PADA MAHASISWA TATA RIAS UNIVERSITAS NEGERI JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Persaingan industri kosmetik di Indonesia yang semakin ketat mendorong perusahaan menerapkan strategi promosi yang mampu membangun kedekatan emosional dengan konsumen, salah satunya melalui sponsor acara (event sponsorship), seperti yang dilakukan Kosmetik X melalui program Campus Roadshow, khususnya seminar Personal Branding yang diselenggarakan di Universitas Negeri Jakarta. Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh promosi event sponsorship terhadap brand love Kosmetik X pada mahasiswa Tata Rias Universitas Negeri Jakarta. Penelitian ini berjenis kuantitatif asosiatif dengan teknik pengumpulan data berupa kuesioner melalui Google Form, dan sampel sebanyak 64 mahasiswa aktif Program Studi S1 Pendidikan Tata Rias dan D4 Kosmetik dan Perawatan Kecantikan Universitas Negeri Jakarta angkatan 2022 dan 2023 yang pernah mengikuti kegiatan event sponsorship Kosmetik X, ditentukan menggunakan teknik total sampling. Hasil uji regresi linear sederhana menunjukkan bahwa promosi event sponsorship berpengaruh positif dan signifikan terhadap brand love Kosmetik X, dengan nilai koefisien regresi sebesar 0,592, nilai t hitung sebesar 4,151, dan nilai signifikansi kurang dari 0,001 (p < 0,05). Hasil tersebut menunjukkan bahwa semakin baik promosi event sponsorship yang dilakukan, semakin tinggi pula tingkat brand love terhadap Kosmetik X. Nilai koefisien determinasi sebesar 0,217 menunjukkan kontribusi promosi event sponsorship terhadap brand love Kosmetik X sebesar 21,7%, sedangkan 78,3% sisanya dipengaruhi faktor lain di luar penelitian ini. Keywords: Brand Love, Event sponsorship, Kosmetik, Promosi ***** The increasingly fierce competition in Indonesia's cosmetics industry has encouraged companies to implement promotional strategies capable of building emotional closeness with consumers, one of which is event sponsorship, as carried out by Kosmetik X through the Campus Roadshow program, specifically the Personal Branding seminar held at Universitas Negeri Jakarta. This study aims to determine and analyze the influence of event sponsorship promotion on brand love toward Kosmetik X among Makeup Artistry students at Universitas Negeri Jakarta. This research employed an associative quantitative method with data collected through a questionnaire distributed via Google Form, involving a sample of 64 active students from the Bachelor's Program in Makeup Artistry Education and the Diploma IV Program in Cosmetics and Beauty Care at Universitas Negeri Jakarta, classes of 2022 and 2023, who had participated in Kosmetik X's event sponsorship activities, determined using the total sampling technique. The results of the simple linear regression test showed that event sponsorship promotion has a positive and significant influence on brand love toward Kosmetik X, with a regression coefficient of 0.592, a t-value of 4.151, and a significance value of less than 0.001 (p < 0.05). These results indicate that the better the event sponsorship promotion carried out, the higher the level of brand love toward Kosmetik X. The coefficient of determination value of 0.217 shows that event sponsorship promotion contributes 21.7% to brand love toward Kosmetik X, while the remaining 78.3% is influenced by other factors outside this study. Keywords: Brand Love, Cosmetics, Event sponsorship, Promotion

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dra. Mari Okatini Armandari, M.KM. ; 2). Dian Pertiwi Josua, S.Pd., M.Si.
Subjects:	Tata Rias > Tata Rias (Makeup)
Divisions:	FT > S1 Pendidikan Tata Rias
Depositing User:	Users 36210 not found.
Date Deposited:	13 Aug 2026 04:53
Last Modified:	13 Aug 2026 04:53
URI:	http://repository.unj.ac.id/id/eprint/70492

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