Sponsorship is the most important element in marketing communications for every type of company and organization among other types of marketing communications. Currently Sponsorship is believed to be one of the most powerful media used to link stakeholder relations communications to the target market. Sponsorship in the arts, especially music festivals, is one of the sponsorships that is more considered and can be used as a media promotion by many product brands because music is an industry that is highly developed and in great demand by the people of Indonesia. Therefore, this research is focused on contributing to the world of research, especially in the category of sponsorship activities in a music festival, by analyzing the influence of the EventSponsor suitability variable on Brand Image, Attitudes towards Sponsors, Attitudes towards Brands, and Purchase Intentions at Jazz music events Traffic Surabaya. This research is a quantitative study using a questionnaire distributed to 250 respondents. The results of the study explain that Event-Sponsor suitability has a positive effect on Brand Image, Attitudes have a positive effect on Sponsors, Attitudes towards Brands, and Purchase Intentions
Mengingat saat ini UMKM yang sudah memasukin ekosistem digital hanya sebanyak 9,2 juta UMKM. Maka dari itu keutamaan penelitian ini yaitu untuk memberikan edukasi kepada pelaku usaha tentang pentingnya menggunakan sosial media marketing untuk mengembangkan bisnisnya dan mencapai target bisnisnya. Dari urgensi permasalahan serta kebaruan kajian dalam penelitian ini, maka penelitian ini berfokus pada pengaruh sosial media marketing marketing terhadap niat pembelian produk. Penelitian ini diharapkan dapat menghasilkan landasan kegiatan bisnis bagi para pelaku usaha untuk dapat memahami pentingnya penggunaan sosial media sebagai tempat pemasaran digital dan memperkenalkan brand. Penelitian ini merupakan penelitian kuantitatif dengan menggunakan kuesioner yang disebarkan kepada 150 responden. Hasil penelitian menjelaskan bahwa sosial media marketing, social media conten, brand image dan brand awareness memiliki pengaruh positif dan signifikan terhadap niat pembelian.
Using social movement theory, this study identify factors that influence likelihood and speed of acceptance new brand community. With grounded theory approach, data collected by in-depth interview from 16 informants within 2 famous brand communities. These brand communities exhibit three processes that transform aspiring community from a few costumer who consume similar brand and product become a big brand community that accepted in environment. These processes consist of (1) Differentiation; (2) Legitimacy Building; and (3) Mobilization. The author also reveals some norms call normative community pressure that protect members of community to interact and cooperate within community stay on the right track. Managerial and academic implication also explained how to build and grow brand community which can be very usefull to firms.
In the weeks at the start of the pandemic, some news in Indonesia was colored related to the panic buying phenomenon by Indonesians in the midst of the Covid-19 pandemic. Of course, the Indonesian people were quite worried about the pandemic at that time. Starting from the scarcity of masks, hand soap and hand sanitizers at the beginning of the soaring positive cases of Covid-19 to the scarcity of staple goods consumed by everyday people such as sugar and rice, this phenomenon forced the government to impose restrictions on the purchase of staples. Currently, several regulations have been implemented regarding the purchase of basic commodities by the government to minimize hoarding activities of staple goods. This study aims to see the effect of the Covid-19 pandemic on the emergence of panic buying behavior among the academics of a university in Surabaya. The analytical method used in this research is descriptive analysis with a total sample of 60 respondents consisting of lecturers, students, and educational staff. The research was conducted from June to July 2020. After conducting a survey, it was found that many academics at X University Surabaya were not affected by the panic buying phenomenon.
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