Pengaruh Cause Related Marketing Terhadap Trust In Cause Related Marketing Dan Brand Loyalty

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Published Oct 23, 2021
https://doi.org/10.37339/e-bis.v5i2.540
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Vol. 5 No. 2 (2021)

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Cen Lu Lay
Universitas Kristen Maranatha
Ika Gunawan
Universitas Kristen Maranatha
Felicia Abednego
Universitas Kristen Maranatha
Shirleen Natasha
Universitas Kristen Maranatha

Abstract

Isu-isu mengenai pembangunan yang berkelanjutan dan kegiatan tanggung jawab sosial atau Corporate Social Responsibility terutama Cause Related Marketing telah banyak dibahas. Namun di Indonesia belum banyak penelitian yang membahas topik ini. Hal ini menjadi menarik karena perusahaan-perusahaan memiliki dorongan yang kuat untuk meningkatkan kegiatan Cause Related Marketing sebagai nilai tambah buat perusahaan. Penelitian ini akan menganalisis peranan Cause Related Marketing kaitannya dengan Trust in Cause Related Marketing dan Brand Loyalty. Pendekatan metode penelitian ini mengunakan metode kuantitatif. Penelitian ini mengumpulkan data dengan menyebar kuesioner kepada responden. Metode penarikan sampel dalam penelitian ini menggunakan teknik purposive sampling dengan kriteria mahasiswa/i di kota Bandung yang mengetahui Cause Related Marketing. Jumlah sampel yang terkumpul adalah 210 orang. Teknik pengolahan data menggunakan analisis regresi. Hasil penelitian menunjukkan bahwa Cause Related Marketing mempengaruhi Brand Loyalty, Cause Related Marketing mempengaruhi Trust in Cause Related Marketing, dan Trust in Cause Related Marketing tidak mempengaruhi Brand Loyalty.


 


Kata Kunci: Cause Related Marketing, Trust in Cause Related Marketing, Brand Loyalty

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Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

LPPM Politeknik Piksi Ganesha Indonesia

How to Cite
Cen Lu Lay, Ika Gunawan, Felicia Abednego, & Shirleen Natasha. (2021). Pengaruh Cause Related Marketing Terhadap Trust In Cause Related Marketing Dan Brand Loyalty. Jurnal E-Bis, 5(2), 409-424. https://doi.org/10.37339/e-bis.v5i2.540

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