The Impact of Sponsor Artist-Fit on Purchase Intention: The Mediating Role of Brand Image and Attitude towards Sponsor on the Beauty Workshop Event in Indonesia

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Zahra Maryam Ashri, Siti Utami Putri Ramadhani, Resti Zufra Zulyadi, Sekar Wulan Prasetyaningtyas

Abstract

One of the main components in reaching out to the audience is engagement through marketing. The term engagement marketing also described as "experiential marketing", event marketing, "loyalty marketing", or "special events" focuses on delivering experiences to consumers by encouraging them to participate in the event. The study specifically focuses on exploring the impact of sponsor artist-fit on the purchase intention in beauty workshop events that are mediated by brand image and attitude towards sponsors. The study adopted a purposive sampling method to obtain the opinions and experiences which involve distributing an online questionnaire to 71 participants who have paid and attended the beauty workshop event. Then, the gathered data is examined by using PLS-SEM software. The results indicate that both Attitudes Toward Sponsor and Brand Image does not play a mediating role. Lastly, there are soluble implications explained which fully support the results of this research.

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