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PENGUJIAN DIMENSI CAUSE- RELATED MARKETING (CRM) TERHADAP LOYALITAS PRODUK AIR MINUM DALAM KEMASAN MEREK AQUA (STUDI PADA MAHASISWA UNIVERSITAS BORNEO TARAKAN) | Aisyah | JURNAL EKONOMIKA

PENGUJIAN DIMENSI CAUSE- RELATED MARKETING (CRM) TERHADAP LOYALITAS PRODUK AIR MINUM DALAM KEMASAN MEREK AQUA (STUDI PADA MAHASISWA UNIVERSITAS BORNEO TARAKAN)

Siti Aisyah, Syahran Syahran

Abstract


Penelitian ini membahas mengenai Pengujian dimensi Cause Related Marketing (CRM) terhadap loyalitas air minum dalam kemasan merek AQUA. Desain penelitian yang digunakan didasarkan oleh penelitian Douwe van de Brink, Gaby Odekerken-Schroder dan Pieter Pauwels (2006). Pengujian variabel independen Cause Related Marketing (CRM) yang diukur melalui empat buah dimensi yakni congruency, duration, amount of resources invested dan executive management involvement dan satu variabel dependen adalah loyalitas merek. Penelitian ini adalah penelitian kuantitatif di mana data primer dikumpulkan melalui angket atau kuesioner yang disebar kepada 263 responden yang mengkonsumsi air minum dalam kemasan merek AQUA dan juga mengetahui iklan “Satu Untuk Sepuluh†di Universitas Borneo Tarakan. Hasil penelitian menunjukkan bahwa Variabel Cause Related Marketing (CRM). Hasil analisis regresi dari variabel CRM menunjukkan tidak semua dimensi bepengaruh positif dan juga signifikan terhadap loyalitas merek. Dari keempat dimensi yaitu congruency, duration, amount of resources invested dan executive management involvement hanya duration, amount of resources invested yang berpengaruh positif dan signifikan terhadap loyalitas merek. Dari semua faktor yang membuat kampanye CRM sukses adalah lamanya waktu kampanye dan sumber daya yang di investasikan.

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DOI: https://doi.org/10.35334/jek.v10i1.697

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