Pengaruh athlete endorsement cristiano ronaldo terhadap brand image nike mercurial ( abstrak)

ABSTRAK

Tujuan penelitian ini adalah untuk mengetahui dan mempelajari kinerja athlete endorsement Cristiano Ronaldo, brand image Nike mercurial, dan pengaruh dari athlete endorsement Cristiano Ronaldo terhadap brand image sepatu sepakbola Nike mercurial di komunitas sepakbola USBU Universitas Padjadjaran, Jatinangor.
Metode yang digunakan adalah deskriptif dengan pendekatan korelasi. Penelitian ini dilakukan pada anggota komunitas sepakbola USBU periode September-Desember 2011 dengan jumlah populasi sebesar 49 orang. Sementara itu, analisis data dilakukan dengan tiga cara yaitu regresi linear sederhana, koefisien korelasi pearson, dan koefisien determinasi.
Hasil penelitian ini menunjukkan bahwa terdapat pengaruh yang nyata dari athlete endorsement Cristiano Ronaldo terhadap brand image sepatu sepakbola Nike mercurial di komunitas sepakbola USBU Universitas Padjadjaran, Jatinangor. Hal ini dapat dilihat dari hasil analisis koefisien determinasi dimana athlete endorsement Cristiano Ronaldo mempengaruhi brand image sepatu sepakbola Nike mercurial di komunitas sepakbola USBU Universitas Padjadjaran sebesar 49.70%. sementara itu, dari perhitungan koefisien korelasi pearson didapat hasil sebesar 0,705. Mengacu pada kriteria koefisien korelasi, maka dari nilai ini dapat disimpulkan adanya hubungan yang kuat antara athlete endorsement dan proses brand image.
Brand image Nike mercurial dinilai cukup baik karena reputasi positif Nike mercurial yang telah terbentuk di benak konsumen cukup lama walaupun endorser Cristiano Ronaldo mengalami penurunan prestasi. Walaupun demikian Nike sebaiknya meningkatkan intensitas promosi melalui endorser Nike mercurial lainnya seperti mesut ozil, alexis sanchez, dan endorser lainnya.
Kata kunci : athlete endorsement, brand image
ABSTRACT

This research attempts to investigate and study the performance of athlete endorsement Cristiano Ronaldo, Nike mercurial brand image, and the influence of athlete endorsements Cristiano Ronaldo to brand image of Nike mercurial soccer boots at USBU soccer community Padjadjaran University, Jatinangor.
Descriptive with correlation study method has been carried out in this research with 49 respondents who were members of USBU soccer community at the year of September 2011 - Desember 2011 as the subjects and population. Simple linier regression, Pearson's coefficient correlation, and coefficient of determination were implemented on this research.
It was found that there is a significant influence on word of athlete endorsement of the brand image of Cristiano Ronaldo Nike mercurial soccer shoes in the football community USBU Padjadjaran University, Jatinangor. It can be seen from the coefficient of determination analysis where the the influence athlete endorsements of Cristiano Ronaldo on brand image of Nike mercurial soccer boots in the USBU Padjadjaran University soccer community, Jatinangor is 48.30%. Meanwhile, by calculating the Pearson's coefficient of correlation resulted 0.695. Referring to the coefficient of correlation criteria, it can deduce that there was a strong correlation between athlete endorsement and the brand image.
Brand image of Nike mercurial considered good enough for Nike mercurial positive reputation that has formed in the minds of consumers for a long time, despite decreased performance from Cristiano Ronaldo as endorser. However Nike should increase the intensity of promotion through other mercurial Nike endorser like Mesut Ozil, alexis sanchez, and others endorsers.
Keywords: athlete endorsements, brand image




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