Leksono, Yogi Berry (2019) PENGARUH PEMASARAN TERKAIT KASUS PADA KESETIAAN MEREK YANG DIMODERASI KETERLIBATAN PRODUK. Skripsi thesis, Universitas Setia Budi Surakarta.
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Abstract
This study aims to examine the effect of Cause Related Marketing (CRM) application with program of “1 Liter Untuk 10 Liter Air Bersih” on consumer brand loyalty of AQUA. Research design used in this research was based on Douwe van de Brink (2006). The model consists of four independent variables which i took in three variables, that are congruency, duration, invested resource, and one dependent variable which is brand loyalty. Product involvement was included as moderating variable. Primary data were collected by using questionnaire from 200 respondents who are AQUA consumer in Solo Raya. Two regression models were applied for the data analysis. Regression analysis result of first regression model shows that all CRM variables (congruency, duration, and resource invested) are insignificantly influence brand loyalty. Regression analysis result of the second regression model with product involvement as a moderating variable shows that product involvement not as moderating variable but as independent variable. It can be concluded that from all factors that product involvement is able to directly affect to brand loyalty Keywords: cause related marketing, congruency, duration, resource invested, product involvement, brand loyalty
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | cause related marketing, congruency, duration, resource invested,product involvement, brand loyalty |
| Subjects: | H Social Sciences > HC Economic History and Conditions |
| Divisions: | Fakultas Ekonomi > Prodi S1 Manajemen |
| Depositing User: | Mrs NOVI HANDAYANI |
| Date Deposited: | 01 Nov 2019 03:35 |
| Last Modified: | 01 Nov 2019 03:35 |
| URI: | http://repo.setiabudi.ac.id/id/eprint/3605 |
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