https://www.jurnal-umbuton.ac.id/index.php/Pencerah https://doi.org/10.35326/pencerah.v8i4.3622 Open Access SANG PENCERAH Jurnal Ilmiah Universitas Muhammadiyah Buton E-ISSN: 2655-2906, P-ISSN: 2460-5697 Volume 9, No 3, Tahun 2023 702 Sports Marketing dalam Menarik Minat Penonton Formula E di Indonesia Reinaldo Alfario 1 , Chandra Kuswoyo 1* 1 Fakultas Bisnis, Universitas Kristen Maranatha, Indonesia * Korespondensi: chandrakuswoyo@yahoo.com Info Artikel Diterima 27 Juni 2023 Disetujui 26 Juli 2023 Dipublikasikan 05 Agustus 2023 Keywords: Sports marketing, Advertising, Star athlete, Sponsorship, Minat penonton © 2023 The Author(s): This is an open-access article distributed under the terms of the Creative Commons Attribution ShareAlike (CC BY- SA 4.0) Abstrak Penelitian ini dilakukan untuk menguji sekaligus mengetahui pengaruh sports marketing (sports advertising, star athlete, dan sports sponsorship) dalam menarik minat penonton Formula E di Indonesia. Pendekatan kuantitatif merupakan teknik yang digunakan pada penelitian ini. Pengumpulan data dilakukan dengan cara menyebarkan kuesioner online dan diperoleh sebanyak 135 responden. Data dikumpulkan dengan menggunakan survei online. Setelah dibuat menggunakan Google Form, kuesioner disebarkan kepada masyarakat Indonesia secara online. Pengukuran kuesioner dilakukan menggunakan skala Likert, di mana 1 menunjukkan sangat tidak setuju dan 5 menunjukkan sangat setuju. Pengujian dilakukan dengan uji instrumen yaitu uji validitas dan uji reliabilitas terhadap kuesioner. Teknik analisis yang digunakan adalah analis regresi berganda. Temuan penelitian menemukan bahwa terdapat pengaruh secara simultan antara variabel sports advertising, star athlete, dan sports sponsorship terhadap minat penonton. Sedangkan, berdasarkan hasil penelitian secara parsial, elemen sports marketing yang berpengaruh terhadap minat penonton adalah sports advertising dan star athlete. Sports sponsorship tidak memiliki pengaruh signifikan dalam menarik minat penonton. Abstract This research was conducted to test and find out the influence of sports marketing (sports advertising, star athletes, and sports sponsorship) in attracting Formula E spectators in Indonesia. Quantitative approach is the technique used in this study. Data collection was carried out by distributing online questionnaires and a total of 135 respondents were obtained. Data was collected using an online survey. After being created using the Google Form, the questionnaire was distributed to the Indonesian people online. Questionnaire measurements were carried out using a Likert scale, where 1 indicated strongly disagree and 5 indicated strongly agreed. Testing is done by testing the instrument, namely testing the validity and reliability of the questionnaire. The analysis technique used is multiple regression analysis. The research findings found that there is a simultaneous effect of sports advertising, star athlete, and sports sponsorship variables on audience interest. Meanwhile, based on partial research results, the elements of sports marketing that influence audience interest are sports advertising and star athletes. Sports sponsorship does not have a significant influence in attracting audience interest.