THE ROLE OF BRAND IMAGE IN MEDIATING THE INFLUENCE OF SPONSORSHIP ON THE INTENTION TO PURCHASE

Companies need to develop business strategies in order to differentiate themselves from competitors in the perception of consumers such that it is easy for consumers to recognize the brand image of their products. Among the methods available is by performing sponsorship activities. Sponsorship in general is providing resources, which may be in the form of money, man power, and other instruments from the company or a person, with the intention to gain benefit from the sponsorship activity. In the promotion mix, sponsorship is categorized as a public relation, thus sponsorship has a benefit to further build the brand image of a product in the eye of the market in order to increase the purchase intention towards a product. The aim of this research is to explain the role of brand image in mediating the influence of sponsorship on purchase intention. This research is conducted in Denpasar City. Primary data is used with a total amount of 100 respondents. The analysis technique used is the Path Analysis technique. The research result shows that the variable of sponsorship has positive and significant influence on purchase intention. Sponsorship has a positive and significant influence on brand image. Brand image has a positive and significant influence on purchase intention. Brand image is able to significantly mediate the influence of sponsorship on purchase intention.