PERAN SPONSOR GOODWILL DAN SPONSOR IMAGE DALAM MENINGKATKAN PURCHASE INTENTION PADA PRODUK YONEX
DOI:
https://doi.org/10.25170/wpm.v16i1.5906Keywords:
purchase intention, sponsorship goodwill, sponsor image, sporting eventAbstract
Corporate brand sponsorship of sporting events is a promotional tool that is more effective and more trusted by consumers than advertising. Therefore, many companies are interested in participating in supporting and making sporting events a success by becoming sponsors even though the costs that companies must incur to sponsor sporting events are relatively large. Yonex is a company that plays an active role as a sponsor in several sporting events, especially badminton. This research aims to examine the influence of sponsorship goodwill on purchase intentions directly and indirectly through sponsor image as a mediating variable. The research model was tested on Yonex products which were the object of this research. The research sample was 110 respondents with the criteria of belonging to the Y and Z generation group, living in the Jabodetabek area, and knowing Yonex products but never buying them, selected using the purposive sampling method. The results of data analysis using SPSS macro process mediation regression indicated that sponsor goodwill can influence purchase intentions directly and positively, sponsor goodwill is able to influence the sponsor's image positively, and sponsor image is able to influence purchase intentions positively. The results of the mediation test in this research also indicated that the sponsor's image can partially mediate the influence of sponsor goodwill on the intention to purchase Yonex products.
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