Pengaruh Cause-Related Marketing Terhadap Brand Image (Survei pada Mahasiswa/i S1 Angkatan 2018/2019 Fakultas Ilmu Administrasi Jurusan Administrasi Bisnis, Universitas Brawijaya Pembeli Produk Sabun Merek Lifebuoy yang Mengetahui Program “Lifebuoy Berbagi Sehat”)

Renaldy, Kevin Elmo (2018) Pengaruh Cause-Related Marketing Terhadap Brand Image (Survei pada Mahasiswa/i S1 Angkatan 2018/2019 Fakultas Ilmu Administrasi Jurusan Administrasi Bisnis, Universitas Brawijaya Pembeli Produk Sabun Merek Lifebuoy yang Mengetahui Program “Lifebuoy Berbagi Sehat”). Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini bertujuan untuk mengetahui: Pengaruh Cause-Related Marketing terhadap Brand Image. Jenis penelitian yang digunakan adalah penelitian penjelasan (explanatory research) dengan pendekatan kuantitatif. Sampel sebanyak 116 orang responden yang merupakan mahasiswa/i aktif fakultas Ilmu Administrasi angkatan 2018/2019, Universitas Brawijaya pembeli produk Sabun merek Lifebuoy. Pengambilan sampel menggunakan teknik purposive sampling. Metode pengumpulan data yang digunakan dalam penelitian ini adalah menyebar kuesioner penelitian. Analisis data yang digunakan yaitu analisis deskriptif dan analisis regresi linear sederhana. Hasil penelitian ini diketahui bahwa: Variabel Cause Related Marketing berpengaruh signifikan terhadap Brand Image perusahaan sebesar 65,3%, variabel Cause-Related Marketing terhadap variabel Brand Image diperlihatkan pada kolom koefisien beta, yaitu sebesar 0,653. Berdasarkan hasil penelitian ini maka disarankan kepada produsen Lifebouy agar tetap konsisten dalam menjalankan program Lifrbouy Berbagi Sehat, katena program tersebut dinilai peneliti telah baik dan selaras dengan inti bisnis produsen. Penambahan akses informasi terhadap program tersebut juga dapat ditambah dengan menggunakan aplikasi media berita, iklan dan juga kegiatan yang dapat melibatkan konsumen secara langsung.

English Abstract

This study aims to find out: The Effects of Cause-Related Marketing on Brand Image. The type of research used is explanatory research with a quantitative approach. A sample of 116 respondents who are active students of the Faculty of Administrative Sciences 2018/2019, Brawijaya University who are buyers of Lifebuoy brand Soap products. The sampling technique uses the purposive sampling technique. The data collection method used in this study was to spread the research questionnaire. Data analysis used was descriptive analysis and simple linear regression analysis. The results of this research are: Variable Cause Related Marketing has a significant effect on the company's Brand Image of 65,3%, the Cause-Related Marketing variable on the Brand Image variable is shown in the beta coefficient column, which is equal to 0,653. Based on the results of this study, it is recommended that Lifebouy producers remain consistent in running the “Lifebouy Berbagi Sehat” program, because the program is considered by the researcher have been good and in line with the core business of the producer. Adding information access to the program can also be added by using news media applications, advertisements, and activities that can directly involve consumers.

Item Type: Thesis (Sarjana)
Identification Number: SKR/FIA/2018/1143/051901183
Uncontrolled Keywords: Cause-Related Marketing dan Brand Image.
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Divisions: Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga
Depositing User: Budi Wahyono Wahyono
Date Deposited: 16 May 2019 03:35
Last Modified: 18 Oct 2021 03:45
URI: http://repository.ub.ac.id/id/eprint/165543
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