PENGARUH SPECIAL EVENT TERHADAP BRAND IMAGE DAN PARTISIPASI FOLLOWERS (Survei Pada Seminar Nasional OrangIndonesiaID di Universitas Mercu Buana Jakarta)

LUBIS, DEDY SANDRO (2017) PENGARUH SPECIAL EVENT TERHADAP BRAND IMAGE DAN PARTISIPASI FOLLOWERS (Survei Pada Seminar Nasional OrangIndonesiaID di Universitas Mercu Buana Jakarta). S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The phenomenon raised to be the object of research is the brand awareness and participation level of IndonesianID’ followers is still low. This study aims to analyze and confirm the influence of special events on brand image and participation followers of OrangIndonesiaID. A sample of 222 people who participated in the special event of National Seminar "The Power of Communication" at Mercu Buana University Jakarta determined by systematic random sampling approach. Data collection using questionnaires and literature study techniques. Primary data processing using the method of quantitative analysis through statistical descriptive analysis and simple linear regression analysis. From the research results obtained conclusions as follows: First, the results of simple linear regression test showed that the influence of special event variables on the brand image variable is positive, meaning that the good management of special events will increase brand image. Second, the result of simple linear regression test shows that the influence of special event variable on followers’ participation variable is positive, it means that the good management of special event will increase participation of followers. The amount of special event influence on the brand image is explained by the percentage of 82.4% and the amount of special event influence on the followers’ participation is explained by the percentage of 76.5%. Third, that the special event variable is one of the factors that can improve the brand image and participation of OrangIndonesiaID’ followers. Keywords: special event, brand image, participation followers Fenomena yang diangkat menjadi obyek penelitian adalah brand awareness dan tingkat partisipasi followers OrangIndonesiaID yang masih rendah. Penelitian ini bertujuan untuk menganalisis dan mengkonfirmasi pengaruh special event terhadap brand image dan partisipasi followers OrangIndonesiaID. Sampel penelitian sebanyak 222 orang yang merupakan peserta pada special event Seminar Nasional “The Power of Communication” di Universitas Mercu Buana Jakarta yang ditentukan dengan pendekatan systematic random sampling atau pengambilan sampel secara acak sistematis. Pengumpulan data menggunakan teknik kuesioner penelitian dan studi kepustakaan. Pengolahan data primer menggunakan metode analisis kuantitatif melalui analisis deskriptif statistik dan analisis regresi linier sederhana. Dari hasil penelitian diperoleh kesimpulan sebagai berikut: Pertama, hasil uji regresi linier sederhana menunjukkan bahwa pengaruh variabel special event terhadap variabel brand image bersifat positif, artinya semakin meingkat pengelolaan special event maka akan meningkatkan brand image. Kedua, hasil uji regresi linier sederhana menunjukkan bahwa pengaruh variabel special event terhadap variabel partisipasi followers bersifat positif, artinya semakin meningkat pengelolaan special event maka akan meningkatkan partisipasi followers. Besarnya pengaruh special event terhadap brand image dijelaskan dengan persentase sebesar 82,4% dan besarnya pengaruh special event terhadap partisipasi followers dijelaskan dengan persentase sebesar 76,5%. Ketiga, bahwa variabel special event merupakan salah satu faktor yang mampu meningkatkan brand image dan partisipasi followers OrangIndonesiaID. Kata Kunci: special event, brand image, partisipasi followers

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