Analisis Brand Image Perception Sebagai Variabel Mediasi Untuk Customer Engagement Pada Event Jakarta International Marathon 2025

., Frengky (2026) Analisis Brand Image Perception Sebagai Variabel Mediasi Untuk Customer Engagement Pada Event Jakarta International Marathon 2025. Masters thesis, Institut Teknologi Sepuluh Nopember.

	Text 6032221153-Master_Thesis.pdf - Accepted Version Restricted to Repository staff only Download (2MB) | Request a copy
	Text Surat Permohonan.pdf - Accepted Version Restricted to Repository staff only Download (613kB) | Request a copy

Abstract

Persaingan industri perbankan di era digital menuntut strategi pemasaran yang inovatif untuk membangun customer engagement, khususnya di kalangan generasi muda yang semakin kritis dan aktif di ruang digital. Digital activation menjadi pendekatan strategis yang menghadirkan pengalaman interaktif melalui media sosial, live streaming, gamifikasi, maupun aplikasi mobile, sementara sponsorship memberi nilai tambah berupa asosiasi emosional dan legitimasi brand melalui kolaborasi dengan mitra strategis. Brand Image Perception persepsi yang terbentuk baik sebelum dan sesudah mengenal brand BTN. Penelitian ini bertujuan untuk menguji dan menganalisis mengkaji integrasi dari strategi ini diyakini mampu memperkuat keterlibatan pelanggan pada event BTN Jakarta Internasional Marathon (JAKIM) 2025 diangkat sebagai studi kasus karena menjadikan BTN sebagai salah satu sponsor utama dalam event BTN Jakim 2025. Penelitian ini menggunakan pendekatan kuantitatif dengan melibatkan responden peserta yang pernah berpatisipasi di event JAKIM 2025 di Jakarta. Data dikumpulkan melalui kuesioner yang kemudian dianalisis menggunakan Partial Least Square Path Modelling (PLS-SEM). Temuan menunjukan Attitude, Subjective Norm, Perceived Behavioral Control, dan Brand Image Perception memiliki pengaruh positif dan signifikan secara langsung terhadap Customer Engagement. Sebaliknya, Digital Activation ditemukan tidak berpengaruh terhadap Customer Engagement, sementara Partisipasi Sponsorship memiliki pengaruh positif namun tidak signifikan secara statistik. Peran Brand Image Perception memediasi pada pengaruh Digital Activation, serta sebagai partial mediation pada pengaruh Attitude, Partisipasi Sponsorship, dan Perceived Behavioral Control. Implikasi managerial dari temuan ini mengindikasikan bahwa keterlibatan peserta dalam Jakarta International Marathon 2025 lebih didorong oleh faktor psikologis internal dan norma sosial dibandingkan paparan digital atau kehadiran sponsor secara pasif. Penyelenggara dan sponsorship disarankan untuk memperkuat strategi komunikasi dua arah dan aktivasi pengalaman (experiential marketing) untuk mengubah kesadaran merek menjadi keterikatan emosional yang lebih mendalam.
=================================================================================================================================
Competition in the banking industry in the digital era demands innovative marketing strategies to build customer engagement, particularly among the younger generation, who are increasingly critical and active in digital spaces. Digital activation serves as a strategic approach that delivers interactive experiences through social media, live streaming, gamification, and mobile applications, while sponsorship adds value through emotional association and brand legitimacy via collaboration with strategic partners. Brand Image Perception represents the perception formed both before and after recognizing the BTN brand. This study aims to examine and analyze the integration of these strategies, which are believed to strengthen customer engagement at the 2025 BTN Jakarta International Marathon (JAKIM) event, selected as a case study due to BTN's role as one of the main sponsors. This study employs a quantitative approach involving participants who participated in the 2025 JAKIM event in Jakarta. Data were collected via questionnaires and subsequently analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings indicate that Attitude, Subjective Norm, Perceived Behavioral Control, and Brand Image Perception have a direct, positive, and significant influence on Customer Engagement. Conversely, Digital Activation was found to have no effect on Customer Engagement, while Sponsorship Participation exerted a positive but statistically non-significant influence. Furthermore, Brand Image Perception mediates the effect of Digital Activation and acts as a partial mediator for the effects of Attitude, Sponsorship Participation, and Perceived Behavioral Control. The managerial implications of these findings suggest that participant engagement in the 2025 Jakarta International Marathon is driven more by internal psychological factors and social norms than by digital exposure or passive sponsor presence. Organizers and sponsors are advised to strengthen two-way communication strategies and experiential marketing to transform brand awareness into deeper emotional attachment.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Digital activation, Partisipasi Sponsorship, Brand Perception, Customer engagement, Jakarta International Marathon, Digital activation, Sponsorship Participation, Brand Perception, Customer engagement, Jakarta International Marathon (JAKIM) 2025.
Subjects:	H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing)
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Frengky Frengky
Date Deposited:	05 Aug 2026 09:58
Last Modified:	06 Aug 2026 02:32
URI:	http://repository.its.ac.id/id/eprint/144104

Actions (login required)

View Item