The Effect of Sponsor-Event Congruence on Sponsor Credibility, Attitude toward the Sponsor, and Purchase Intention: A Study of Implora Brand
Angelia Maretta
Universitas Multimedia Nusantara, Scientia Boulevard, Tangerang, Indonesia.
Purnamaningsih Purnamaningsih *
Universitas Multimedia Nusantara, Scientia Boulevard, Tangerang, Indonesia.
Florentina Kurniasari
Universitas Multimedia Nusantara, Scientia Boulevard, Tangerang, Indonesia.
*Author to whom correspondence should be addressed.
Abstract
Aims: This research was conducted to find out the effect of sponsorship on one of the biggest beauty events in Indonesia, namely Jakarta x Beauty 2022 through sponsor-event congruence, sponsor credibility, and attitudes towards the sponsor to purchase intention of a local beauty brand, namely Implora.
Study Design: Cross-Sectional Descriptive Quantitative Research with a non-probability sampling technique.
Place and Duration of Study: The population consisted of Indonesians who had visited the Jakarta x Beauty 2022 beauty event held by the Female Daily Network. The samples used as respondents who participated in this study were women and men with a minimum age of 17 years who like to pay attention to appearance, know about the Female Daily Network, know about the Jakarta x Beauty program, attend the Jakarta x Beauty 2022 event, know about a beauty brand called Implora, know about Implora is a sponsor at the Jakarta x Beauty 2022 event, and has never purchased beauty products from Implora.
Methodology: There are three hypotheses tested through the structural equation model (SEM) method with a total sample of 112 respondents.
Results: In this study, it is proven that event-sponsor congruence has a positive influence on sponsor credibility. Furthermore, sponsor credibility has a positive influence on attitude toward the sponsor, as well as purchase intentions which are positively influenced by attitude toward the sponsor.
Conclusion: This research can be considered by Implora in conducting sponsorship in the future, as well as contributing to further similar research so it can obtain a maximum research result.
Keywords: Attitude toward the sponsor, sponsor-event congruence, sponsor credibility, purchase intention