Abstract: The rapid development of the coffee industry in Indonesia today, requires coffee companies to be more creative and innovative in increasing sales. This is because the competition in the coffee industry is getting tougher. Overcoming increasingly fierce business competition can be done by planning and implementing a strategic sponsor. Then, it will create a strong and complete product brand image, giving rise to consumer confidence in making Purchase Decision.
The purpose of this study was to study the relationship of sponsorship variables to brand image, sponsors to purchase Decision, and brand image variables mediate sponsorship variables to purchase Decision. This research was conducted in Denpasar involving 120 respondents who had visited the event visited by ABC White Coffee. Data collection was carried out using a questionnaire, while data analysis techniques used descriptive analysis, analytical pathways, the classic assumption test and the sobel test. The results of the study found that sponsors supported the brand image and Purchase Decision positively. The brand image supports positively towards the purchase Decisions and mediates the positive sponsor of the purchase Decisions.
Keywords: Brand Image, Sponsorship, Purchase Decision.
Title: The Role of Brand Image Mediate the Effect of Sponsorship on Purchase Decisions
Author: Putu Agus Mahendra Wijaya, Kastawan Mandala
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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