ANALISIS PENGARUH PROGRAM CAUSE-RELATED MARKETING PADA LOYALITAS TERHADAP MEREK THE BODY SHOP
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, invest...
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| Format: | Thesis |
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[Yogyakarta] : Universitas Gadjah Mada
2012
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| Subjects: |
| _version_ | 1826045616506011648 |
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| author | , Catharina Bathari Dharmastuti , Dr. Ike Janita Dewi, M.B.A. |
| author_facet | , Catharina Bathari Dharmastuti , Dr. Ike Janita Dewi, M.B.A. |
| author_sort | , Catharina Bathari Dharmastuti |
| collection | UGM |
| description | 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. |
| first_indexed | 2024-03-13T22:39:51Z |
| format | Thesis |
| id | oai:generic.eprints.org:99668 |
| institution | Universiti Gadjah Mada |
| last_indexed | 2024-03-13T22:39:51Z |
| publishDate | 2012 |
| publisher | [Yogyakarta] : Universitas Gadjah Mada |
| record_format | dspace |
| spelling | oai:generic.eprints.org:996682016-03-04T08:45:58Z https://repository.ugm.ac.id/99668/ ANALISIS PENGARUH PROGRAM CAUSE-RELATED MARKETING PADA LOYALITAS TERHADAP MEREK THE BODY SHOP , Catharina Bathari Dharmastuti , Dr. Ike Janita Dewi, M.B.A. ETD 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. [Yogyakarta] : Universitas Gadjah Mada 2012 Thesis NonPeerReviewed , Catharina Bathari Dharmastuti and , Dr. Ike Janita Dewi, M.B.A. (2012) ANALISIS PENGARUH PROGRAM CAUSE-RELATED MARKETING PADA LOYALITAS TERHADAP MEREK THE BODY SHOP. UNSPECIFIED thesis, UNSPECIFIED. http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=55930 |
| spellingShingle | ETD , Catharina Bathari Dharmastuti , Dr. Ike Janita Dewi, M.B.A. ANALISIS PENGARUH PROGRAM CAUSE-RELATED MARKETING PADA LOYALITAS TERHADAP MEREK THE BODY SHOP |
| title | ANALISIS PENGARUH PROGRAM CAUSE-RELATED MARKETING PADA LOYALITAS TERHADAP MEREK THE BODY SHOP |
| title_full | ANALISIS PENGARUH PROGRAM CAUSE-RELATED MARKETING PADA LOYALITAS TERHADAP MEREK THE BODY SHOP |
| title_fullStr | ANALISIS PENGARUH PROGRAM CAUSE-RELATED MARKETING PADA LOYALITAS TERHADAP MEREK THE BODY SHOP |
| title_full_unstemmed | ANALISIS PENGARUH PROGRAM CAUSE-RELATED MARKETING PADA LOYALITAS TERHADAP MEREK THE BODY SHOP |
| title_short | ANALISIS PENGARUH PROGRAM CAUSE-RELATED MARKETING PADA LOYALITAS TERHADAP MEREK THE BODY SHOP |
| title_sort | analisis pengaruh program cause related marketing pada loyalitas terhadap merek the body shop |
| topic | ETD |
| work_keys_str_mv | AT catharinabatharidharmastuti analisispengaruhprogramcauserelatedmarketingpadaloyalitasterhadapmerekthebodyshop AT drikejanitadewimba analisispengaruhprogramcauserelatedmarketingpadaloyalitasterhadapmerekthebodyshop |