Ditemukan 1 dokumen yang sesuai dengan query
Hutabarat, Penny
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This paper focuses the research on the Influence of Sponsor-Event Congruence toward Brand Image, Attitudes toward the Brand and Purchase Intention. Having reviewed the literatures and arranged the hypotheses, the data has been gathered by distributing the questionnaire to 155 audiences at the Java Jazz Music Festival, firstly with convenience sampling and then snowballing sampling approach. The analysis of data was executed with Structural Equation Modeling (SEM).
The result shows the sponsor-event congruence variable has a ...
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Depok: Universitas Indonesia, 2014
AJ-Pdf
Artikel Jurnal Universitas Indonesia Library
