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"Proporsi terbesar pada Global Sponsorship Spending tahun 2015 terletak pada sponsorship pada bidang olahraga. Sepak bola merupakan olahraga yang paling banyak menyerap dana sponsorship di Eropa. Sponsorship pada sepak bola Eropa dikuasai oleh lima liga terbesar Eropa (Big Five Leagues) yaitu Liga Primer Inggris, Liga BBVA Spanyol, Liga Italia Serie A, Bundesliga Jerman, dan Ligue 1 Perancis. Penelitian ini menguji Team Attachment, Perceived Fit, Perceived Sincerity, dan Social Media Consumption penggemar sepak bola di Indonesia terhadap Attitude toward Sponsor dan Purchae Intention produk sponsor klub-klub liga tersebut. Olah data penelitian ini menggunakan metode PLS-SEM. Hasilnya, Team Attachment memiliki pengaruh positif terhadap Perceived Sincerity yang berujung pada pengaruh positif pada Attitude toward Sponsor dan Purchase Intention. Perceived Fit juga memiliki pengaruh positif terhadap Purchase Intention. Sedangkan Social Media Consumption tidak memiliki pengaruh positif terhadap Purchase Intention.

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The biggest proportion in Global Sponsorship Spending 2015 is on the Sport Sponsorship. Football is kind of sport which absorb the most sponsorship money in Europe. Sponsorship in European Football is dominated by English Premier League, Spain?s Liga BBVA, Italy?s Serie A, Bundesliga Germany, and France's Ligue 1. This research examines the impact of Team Attachment, Perceived Fit, Perceived Sincerity, and Social Media Consumption of Indonesian football fans to Attitude toward Sponsor and Purchase Intention toward sponsor products. The research data is run by PLS-SEM. The results show that Team Attachment has positive impact on Perceived Sincerity which in the end also has a positive impact on Attitude toward Sponsor and Purchase Intention. Perceived Fit also has positive impact on Purchase Intention. In other way, Social Media Consumption doesn?t have positive impact on Purchase Intention."

"Komersialisasi industri sepakbola dan perkembangan aktivitas sponsorship, khususnya sponsorship olahraga membuat banyak perusahaan menggunakan strategi ini. Penelitian ini bertujuan untuk menganalisa pengaruh variabel relationship quality terhadap attitude toward a sponsor, dan purchase intention dengan variabel sincerity sebagai mediator dari fans klub olahraga, yaitu Real Madrid FC. Penelitian ini menggunakan sampel fans klub Real Madrid yang berdomisili di Jabodetabek dengan menggunakan metode non-probability sampling. Data yang terkumpul kemudian diolah menggunakan metode structural equation modelling. Hasil penelitian ini menunjukkan bahwa relationship quality berpengaruh terhadap attitude toward a sponsor dan purchase intention dengan dimediasi secara penuh oleh sincerity dari fans klub Real Madrid pada konteks sponsorship kacang Dua Kelinci pada Real Madrid FC.

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The commercialization of football industry and the growing of sponsorship activities, specifically sport sponsorship make many companies use this strategy. The purpose of this research is to analyze the impact of relationship quality to attitude toward a sponsor and purchase intention with sincerity as a mediator of sport fans club, Real Madrid FC. This research uses samples of Real Madrid fans club who domicile in Jabodetabek area using non-probability sampling method. The data collected then analyzed with structural equation modelling method. The result of this research shows that the relationship quality is the factor that affect attitude toward a sponsor and purchase intention with sincerity as a full mediator of Real Madrid fans club in sponsorship kacang Dua Kelinci to Real Madrid FC."

"Peningkatan pengunaan media sosial untuk beriklan memunculkan pertanyaan aspek iklan apa saja yang penting dimiliki pada sebuah iklan sehingga dapat menarik perhatian konsumen. Tujuan dari penelitian ini adalah untuk mengetahui aspek dari paparan iklan pada media sosial yang sedang marak digunakan di Indonesia, Instagram, terhadap sikap perilaku dari konsumen terhadap iklan, merek, dan niat pembelian. Penelitian ini dilakukan secara kuantitatif dengan menggunakan survey yang disebarkan pada responden sampel dengan kuisioner yang dikelola sendiri. Data diolah menggunakan structural equation modelling SEM dengan LISREL 8.70. Penelitian ini dilakukan di Indonesia dan berfokus pada pengguna Instagram serta kampanye iklan media sosial yang beredar di Indonesia. Meskipun terdapat limitasi, penelitian ini dapat membantu pemasar untuk meningkatkan efektivitas iklan untuk mendapatkan ROI yang ingin dicapai dengan iklan yang memiliki daya tarik emosional, kreativitas, informasi, dan aspek hiburan sehingga dapat meningkatkan sikap positif konsumen terhadap iklan, merek, dan niat pembelian.

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The continuous growth of social media usage for advertising has sparked questions about important aspects of advertisement which could attract the customers. The purpose of this paper is to understand which aspects of the advertising exposure in the widely use social media in Indonesia, Instagram, towards the behavioral attitudes of customers toward the advertising, brand, and purchase intention.

Quantitative research was conducted by a survey among a sample respondents via self administered structured questionnaires. Data was analyzed using Structural Equation Modelling SEM using LISREL 8.70.

This study was only conducted in Indonesia which focus on Instagram user and the advertising campaign runs in Indonesia. Despite this limitation, the findings on this study enable marketers to enhance the effectiveness of their advertising campaign to reach the targeted ROI by an advertising that has emotional appealss, creativity, information, entertainment aspects to increase customer positive attitude toward the advertising, attitude toward the brand and purchase intention."

"ABSTRACTTujuan dari penelitian ini adalah menganalisis pengaruh kredibilitas social media influencer terhadap brand attitude (studi pada social media influencer Rachel Vennya pada Merek Sate Taichan Goreng). Sampel dalam penelitian ini adalah 100 responden yang terdiri dari pria dan wanita yang mengetahui social media influencer Rachel Vennya, yang mem-follow Rachel Vennya di Instagram, dan mengetahui Sate Taichan Goreng, dengan menggunakan metode non-probability sampling serta teknik purposive sampling. Instrumen pada penelitian ini menggunakan kuesioner dan analisa data menggunakan linear regression. Hasil penelitian ini menunjukkan bahwa social media influencers memiliki pengaruh positif yang signifikan terhadap brand attitude.

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ABSTRACTThe aim of this study is to analyse the correlation between the Credibility of Social Media Influencer towards Brand Attitude (Study on Rachel Vennya as a Social Media Influencer for the Sate Taichan Goreng brand). 100 respondents that consist of men and women that knows social media influencer Rachel Vennya, follows Rachel Vennya on Instagram, and knows Sate Taichan goreng are used as the sample using the non-probability sampling method and purposive sampling techniques. The instrument used in this study is questionnaire through google form and the data is analysed using linear regression. The outcome of this study shows that social media influencer has a significant positive correlation towards brand attitude."

"Media sosial merupakan trend dalam komunikasi pemasaran pada masa kini. Perkembangan penggunaan media sosial di Indonesia sangat berkembang pesat. Interaksi yang awalnya 'one to many' menjadi 'many to many'. Dengan interaksi 'many to many' membuat media sosial dipergunakan oleh perusahaan untuk menciptakan electronic word of mouth (eWOM). Salah satu bentuk dari eWOM marketing adalah media sosial seperti Twitter. PT. XL Axiata merupakan perusahaan telekomunikasi yang menggunakan media sosial twitter untuk membentuk eWOM yang berguna untuk pembentukan brand awareness, brand image, brand satisfaction, brand trust, dan brand attachment. Data dianalisis dengan menggunakan simple regression dan multiple regression.

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Nowdays, social media quickly became the newest trends within the marketing communication sectors. The development of social media usage in indonesia are one of the fast growth technology. The 'one to many' interactions quickly became 'many to many' as Indonesian internet users easily adapt the new technology 'many to many' internet interactions allows the corporations to use social media to create an electronic word of mouth (eWOM). One of the eWOM forms can be formed as Twitter. PT. XL Axiata, one of the national telecommunications provider company are the example for eWOM users in order to creates a brand awareness, brand image, brand satisfaction, brand trust, and brand attachment. The data analysis for this research using a simple regression and multiple regressio."

"[ABSTRAKPenelitian ini mencoba mengaplikasikan penelitian yang dilakukan oleh Chen & Zhang (2012) dalam penelitian yang berjudul: ?To Name it or not Name it: Consumer Perspectives on Facility Naming Rights Sponsorship in Collegiate Athletics, namun penelitian hanya terbatas pada perspektif konsumen terkait sponsorship yang dilakukan Garuda Indonesia kepada Liverpool FC. Perspektif konsumen ini dikaitkan dengan tolak ukur efektivitas sponsorship, yakni attitude towards sponsor dan purchase intention yang merupakan tingkat afeksi dan konasi dalam repsons konsumen lewat komunikasi pemasaran, seiring dengan perkembangan penelitian efektivitas sponsorship yang mulai bergeser dari sekedar awareness.Berdasarkan penelitian yang dilakukan, dalam sponsorship yang dilakukan Garuda, attitude towards sponsor dipengaruhi oleh variabel-variabel seperti belief about sponsorship, attitude towards commercialization, dan team identification. Sementara purchase intention dipengaruhi oleh belief about sponsorship baik langsung maupun melalui mediasi attitude towards sponsor. Dalam penelitian ini, ditemukan bahwa perception of financial status tidak berpengaruh terhadap attitude dan purchase intention karena perbedaan konteks penelitian yang dilakukan.

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ABSTRACTThis study tries to apply the research conducted by Chen & Zhang (2012) in their particular research entitled: ?To Name it or not Name it: Consumer Perspectives on Facility Naming Rights Sponsorship in Collegiate Athletics?, though this study is limited to consumers? perspective related to sponsorship of Garuda Indonesia towards Liverpool FC. These consumers? perspectives is associated with sponsorship efectiveness, attitude towards sponsor and purchase intention, both of which are the consumer?s response in marketing communication, affective and conative stage respectively, in order to stand in line with today?s research in sponsorship?s effectiveness that shifted away from merely considering awareness.Based on study conducted by the author, in Garuda Indonesia?s sponsorship, attitude towards sponsor is significantly affected by belief about sponsorship, attitude towards commercialization, dan team identification. Meanwhile, purchase intention is significantly affected by belief about sponsorship directly and indirectly through attitude towards sponsor as a mediating variable. This study found that perception of financial status not significantly related to attitude towards sponsor and purchase intention in context of sponsorship conducted by Garuda Indonesia.;This study tries to apply the research conducted by Chen & Zhang (2012) in their particular research entitled: “To Name it or not Name it: Consumer Perspectives on Facility Naming Rights Sponsorship in Collegiate Athletics”, though this study is limited to consumers’ perspective related to sponsorship of Garuda Indonesia towards Liverpool FC. These consumers’ perspectives is associated with sponsorship efectiveness, attitude towards sponsor and purchase intention, both of which are the consumer’s response in marketing communication, affective and conative stage respectively, in order to stand in line with today’s research in sponsorship’s effectiveness that shifted away from merely considering awareness.Based on study conducted by the author, in Garuda Indonesia’s sponsorship, attitude towards sponsor is significantly affected by belief about sponsorship, attitude towards commercialization, dan team identification. Meanwhile, purchase intention is significantly affected by belief about sponsorship directly and indirectly through attitude towards sponsor as a mediating variable. This study found that perception of financial status not significantly related to attitude towards sponsor and purchase intention in context of sponsorship conducted by Garuda Indonesia., This study tries to apply the research conducted by Chen & Zhang (2012) in their particular research entitled: “To Name it or not Name it: Consumer Perspectives on Facility Naming Rights Sponsorship in Collegiate Athletics”, though this study is limited to consumers’ perspective related to sponsorship of Garuda Indonesia towards Liverpool FC. These consumers’ perspectives is associated with sponsorship efectiveness, attitude towards sponsor and purchase intention, both of which are the consumer’s response in marketing communication, affective and conative stage respectively, in order to stand in line with today’s research in sponsorship’s effectiveness that shifted away from merely considering awareness.Based on study conducted by the author, in Garuda Indonesia’s sponsorship, attitude towards sponsor is significantly affected by belief about sponsorship, attitude towards commercialization, dan team identification. Meanwhile, purchase intention is significantly affected by belief about sponsorship directly and indirectly through attitude towards sponsor as a mediating variable. This study found that perception of financial status not significantly related to attitude towards sponsor and purchase intention in context of sponsorship conducted by Garuda Indonesia.]"

"Penelitian ini bertujuan untuk menganalisis pengaruh social media influencer attributes dan content esthetic terhadap attitude toward endorsed brand dan brand link click behavior pada brand fashion lokal dengan mediasi followers’ brand content engagement untuk pengguna Instagram berusia 17 – 35 tahun di Jabodetabek. Dalam penelitian ini, peneliti ingin menginvestigasi faktor social media influencer attributes apa yang mempengaruhi attitude toward endorsed brand dan brand link click behavior melalui followers’ brand content engagement. Penelitian ini merupakan penelitian kuantitatif dengan metode partial least square - structural equation modeling (PLS-SEM). Hasil dari penelitian ini menemukan bahwa contributing dapat memediasi hubungan similarity dan followers’ attitude, trustworthiness dan content esthetic memberikan pengaruh terhadap followers’ attitude, followers’ attitude dapat memediasi hubungan antara contributing dan link click behavior, dan followers’ engagement memberikan pengaruh langsung terhadap terjadinya brand link click behavior. 

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This research aims to analyze the influence of social media influencer attributes and content aesthetics on attitude toward endorsed brands and brand link click behavior in local fashion brands, mediated by followers' brand content engagement for Instagram users aged 17–35 in Jabodetabek. In this study, the researcher intends to investigate which social media influencer attributes affect attitude toward endorsed brands and brand link click behavior through followers' brand content engagement. This research is a quantitative study using the partial least square - structural equation modeling (PLS-SEM) method. The results of this study found that contributing can mediate the relationship between similarity and followers' attitude, trustworthiness and content aesthetics influence followers' attitude, followers' attitude can mediate the relationship between contributing and link click behavior, and followers' engagement directly affects brand link click behavior."

"Penelitian ini bertujuan untuk menjelaskan peran dari sikap terhadap review yang berada di media sosial dalam niat kunjungan pelanggan ke restoran melalui review yang diberikan oleh Ria SW melalui Youtube channel-nya. Peningkatan media sosial memengaruhi electronic word of mouth (e-WOM) dan adanya e-WOM memengaruhi niat seseorang dalam menentukan keputusannya. Ria SW merupakan salah satu youtuber dengan kategori food vlogger. Sampel dari penelitian ini merupakan subscribers dari Ria SW. Terdapat sebanyak 259 responden dengan menggunakan purposive sampling. Data yang didapat diolah dan dianalisis menggunakan Partial Least Square - Structural Equation Method (PLS-SEM). Hasil penelitian ini menunjukkan bahwa dalam perceived usefulness, perceived ease of use, trustworthiness, dan information quality secara signifikan memengaruhi sikap konsumen terhadap review media sosial. Kemudian, sikap konsumen tersebut memengaruhi intensi konsumen dalam mengunjungi restoran.

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This study aims to explain the role of attitude toward social media reviews in customers’ restaurant visit intention through reviews provided by Ria SW through her Youtube channel. The sample of this research is a subscriber from Ria SW. The increase in social media affects electronic word of mouth (e-WOM) and the existence of e-WOM affects a person's intention in making a decision. Ria SW is a YouTuber in the food vlogger category. There were 259 respondents using purposive sampling. The data obtained was processed and analyzed using Partial Least Square - Structural Equation Method (PLS-SEM). The results of this study reveal that perceived usefulness, perceived ease of use, trustworthiness, and quality of information significantly influence consumer attitudes toward social media reviews. Furthermore, attitude toward social media reviews directly contributes to the intention to visit restaurants."

"Media sosial menjadi salah satu bagian terpenting dalam kehiduan konsumen sehari-hari. Perusahaan pada saat ini mulai melakukan transisi terhadap strategi pemasarannya dengan menggunakan media sosial. Dengan perkembangan teknologi informasi, konsumen menggunakan berbagai cara untuk berinteraksi dengan perusahaan sehingga konsumen menjadi semakin ldquo;omnichannel rdquo;. Omnichannel adalah keadaan dimana semua saluran komunikasi untuk berinteraksi dengan konsumen dikelola dalam satu kesatuan. Hubungan dekat yang dimiliki konsumen secara langsung ataupun tidak langsung dapat mempengaruhi persepsi, tindakan, sikap dan motivasi dari konsumen. Hubungan dekat yang dimiliki oleh konsumen dalam istilah pemasaran kebanyakan digunakan untuk menjelaskan hubungan antara konsumen dan perusahaan, hanya sedikity penelitian yang meneliti pengaruh dari hubungan dekat yang dimiliki oleh konsumen khususnya teman dekat dari konsumen. Dengan mengetahui pengaruh dari teman dekat terhadap sikap konsumen pada media sosial sebagai omnichannel customer experience dapat memberikan keuntungan terhadap perusahaan yang menggunakan media sosial sebagai salah satu media untuk berinteraksi dengan konsumen. Metode penelitian yang digunakan dalam penelitian ini adalah metode survey dan korelasi dengan pendekatan kuantitatif. Hasil dari penelitian ini adalah teman dekat mempengaruhi sikap dari konsumen terhadap sosial media sebagai omnichannel customer experience secara tidak langsung melalui norma subjektif dan motivasi dari konsumen.

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The internet escpecially social media become an important part in customer daily life. Brands started to have fully transition their marketing efforts to social media channels. With the development of technology customers are become more omnichannel by use multiple channels to have experience with brand. Omnichannel is where all channels are managed together in unity. Close relationship directly and indirectly influence consumer in their perception, decision, attitude and motive but close relationship in marketing mostly been used for explain term between brand and customers, only few of study looked for the influence of close relationship especially close friends in consumer behavior. To find out the close friends influence on customers rsquo attitude toward social media as omnichannel customer experience could become a competitive advantage to brand or company which trying to use social media as one of their customer experience channel. The research methods that been used is survey and correlation research by use quantitative approach. The result is close friends have indirect effect toward customers rsquo attitude through customers rsquo subjective norm and motives. Close friends can rsquo t influence customer directly to use social media as omnichannel customer experience, but close friends can influence customers rsquo attitude through customers rsquo subjective norm and motives."

"Penelitian ini bertujuan untuk menganalisis pengaruh social media interaction terhadap emotional attachment brand relationship quality dan word of mouth Sampel penelitian ini adalah 215 orang pengunjung festival musik yang diteliti dalam penelitian antara lain We The Fest 2014 Sounds Fair 2014 Jakarta Blues Festival 2014 Jazz Goes to Campus 2014 Djakarta Warehouse Project 2014 Hammersonic 2015 Music Gallery 2015 dan Java Jazz Festival 2015 dan dikumpulkan menggunakan metode non probability sampling dengan teknik convenience dan snowball sampling Data diolah dengan menggunakan metode Structural Equation Modelling Hasil penelitian menunjukkan bahwa social media interaction memberikan pengaruh positif terhadap emotional attachment Namun social media interaction tidak memberikan pengaruh langsung terhadap brand relationship quality melainkan melalui emotional attachment Kemudian emotional attachment juga tidak memberikan pengaruh langsung terhadap word of mouth melainkan melalui brand relationship quality

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This study aims to analyze the effect of social media interaction to emotional attachment brand relationship quality and word of mouth The sample are visitors of the music festivals examined in the study such as We The Fest 2014 Sounds Fair 2014 Jakarta Blues Festival 2014 Jazz Goes to Campus 2014 Djakarta Warehouse Project 2014 Hammersonic 2015 the Music Gallery in 2015 and the Java Jazz Festival 2015 and gathered through non probability sampling method using convenience and snowball sampling technique The data was processed using Structural Equation Modeling The results show that social media interaction has a positive effect on emotional attachment However social media interaction doesn't have a direct effect on brand relationship quality instead it influences brand relationship quality through emotional attachment The results also show the emotional attachment does not provide a direct effect on word of mouth and it does through brand relationship quality instead."