ANALISIS PENGARUH PROGRAM CAUSE-RELATED MARKETING PADA LOYALITAS TERHADAP MEREK THE BODY SHOP
| Main Authors: | , Catharina Bathari Dharmastuti, , Dr. Ike Janita Dewi, M.B.A. |
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| Format: | Thesis NonPeerReviewed |
| Terbitan: |
[Yogyakarta] : Universitas Gadjah Mada
, 2012
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| Subjects: | |
| Online Access: |
https://repository.ugm.ac.id/99668/ http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=55930 |
Daftar Isi:
- This study aims to examine the effect of Cause Related Marketing (CRM) campaign on The Body Shop towards consumer brand loyalty. Research design used for this research based on Brink, Schroder, and Pauwels (2006). The model consists of four independent variables that are congruence, duration, invested resources, and management involvement and one dependent variable which is brand loyalty. Consumer involvement was included as moderating variable. Primary data were collected by using questionnaire from 100 female respondents who are The Body Shop consumer and know about social campaign that has been done by The Body Shop in Yogyakarta. Two regression models applied for the data analysis. Regression analysis result of first regression model shows that all CRM variables (congruence, duration, resource invested, and management involvement) are not influence brand loyalty. Regression analysis result of the second regression model shows that consumer involvement as a moderating variabel are not strengthen or weaken the influence of congruence, duration, and invested resources to brand loyalty. While consumer involvement as a moderating variabel weaken the influence of management involvement to brand loyalty.