ANALISIS PENGARUH SPONSORSHIP TERHADAP BRAND AWARENESS PADA GAME CENTER TERA GAMING ARENA DI PALEMBANG

This study aims to analyze the effect of sponsorship of three dimensional sponsorships: target audience reach, compebility with the company’s or brand positioning, and message capacity towards brand awareness at Internet cafe Tera Gaming Arena in Palembang. Population in this research is society which become consumer of cafe of Tera in Palembang. Samples used as much as 100 respondents and using purposive sampling technique that is sampling technique data source with certain considerations, so it will make it easier for researchers to explore the object / social situation under study. Hypothesis testing using multiple linier regression analysis method with SPSS 20 assistance. The result of this research indicate that target audience reach variable have negatife and significant effect to brand awareness at internet cafe Tera, while variable of compebility with the company's or brand positioning and message capacity have positive and significant effect to brand awareness at internet cafe Tera in Palembang. Keywords: Sponsorship, Brand Awareness, and Tera Gaming Arena