Pengaruh Brand Sponsor terhadap Brand Awareness di  Institusi Pendidikan pada Media Cat Lantai

Gema Arifrahara

doi:10.33633/andharupa.v8i04.6092

Pengaruh Brand Sponsor terhadap Brand Awareness di Institusi Pendidikan pada Media Cat Lantai

Gema Arifrahara

Abstract

Abstrak

Brand merupakan identitas mendasar dari suatu produk yang secara kongkrit nilai dari produknya telah dapat dinikmati oleh konsumennya. Sebuah brand dapat menjadi sponsor dan memiliki kekuatan untuk mempersuasif konsumennya agar tetap menjaga posisinya dan tetap berada kuat pada benak konsumennya. Belum ada riset yang melihat bagaimana pengaruh brand sponsor yang disematkan pada ruang publik suatu institusi pendidikan khususnya menggunakan media cat lantai. Upaya itu digunakan oleh perusahaan penerbit Erlangga untuk tetap menguatkan brandnya pada benak siswa-siswa sebuah sekolah. Menggunakan media cat lantai Erlangga menyematkan brand logonya pada bagian tengah dilapangan olah raga. Metode penelitian yang digunakan adalah metode deskriptif-kuantitatif. Riset ini menggunakan pendekatan berdasarkan objek visual yang mana secara deskriptif dapat diuraikan berdasarkan objek kongkrit dan aspek pemirsanya. Dalam riset ini dilakukan interview dan pencarian data melalui questionare kepada 150 responden. Dari temuan yang didapat dalam riset ini maka brand sponsorship dapat mempengaruhi dari awareness pada brand utamanya khususnya pada institusi pendidikan namun tidak dapat mengurangi kekuatan brand institusi. Brand sponsorship dapat menjadi sebuah gangguan namun dapat pula menjadi suatu dukungan terhadap brand institusi.

Kata kunci: brand awareness, brand sponsorship, cat lantai

Abstract

The brand is the basic identity of a product which concretely the value of the product can be enjoyed by consumers. A brand can become a sponsor and has the power to persuade its consumers to keep its position and stay strong in the minds of its consumers. There is no research that looks at the influence of brand sponsors embedded in the public spaces of an educational institution, especially using floor paint media. Efforts used by the publishing company Erlangga to continue to strengthen its brand in the minds of students of a school. Using floor paint, Erlangga embeds his brand Logo in the center of the sports field. The research method used is descriptive-quantitative method. This research uses an approach based on visual objects which can be described descriptively based on concrete objects and aspects of the audience. In this study, interviews and data were searched through questionnaires to 150 respondents. From the findings obtained in this study, brand sponsorship can affect brand awareness, especially in educational institutions but cannot reduce the strength of brand institutions. Brand sponsorship can be a distraction but it can also be a support for brand institutions.

Keyword: brand awareness, brand sponsorship, floor paint

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DOI: https://doi.org/10.33633/andharupa.v8i04.6092