Pengaruh Sponsorship dan Brand Personality Terhadap Brand Equity Melalui Brand Awareness Pada Merek Olahraga Mills Sport

Abstract

The sports industry in Indonesia has shown rapid growth in line with the increasing public awareness of physical activity and a healthy lifestyle. This growing competitiveness has encouraged local brands, including Mills Sport, to strengthen their market position through various marketing strategies focused on building brand equity. The purpose of this study is to analyze the influence of sponsorship, brand personality, and brand awareness on brand equity in the local brand Mills Sport. Specifically, this research aims to examine the direct and indirect relationships among these variables in building sustainable brand equity. This study employs a quantitative approach using the survey method. The unit of analysis consists of Mills Sport consumers who are familiar with and have used the brand’s products. Data were collected through questionnaires distributed to respondents who met the inclusion criteria. The data analysis technique used is Structural Equation Modeling (SEM) based on AMOS, with validity, reliability, and model fit tests serving as the basis for hypothesis testing. The results indicate that sponsorship has a positive and significant effect on both brand awareness and brand equity. Meanwhile, brand personality significantly influences brand awareness but does not have a direct effect on brand equity. Based on these findings, it is recommended that Mills Sport strengthen its sponsorship strategies and maintain consistent brand personality development to enhance brand awareness. Furthermore, integrated brand communication management is expected to optimize the combined influence of these three variables in improving sustainable brand equity.