Zahra, Wiyadindi Novian (2017) Pengaruh Cause-Related Marketing Terhadap Persepsi Konsumen Dan Dampaknya Pada Citra Merek (Survei Pada Mahasiswa/I Universitas Brawijaya Konsumen Produk Air Minum Dalam Kemasan Merek Aqua). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui: (1) pengaruh Cause-Related Marketing terhadap Persepsi Konsumen; (2) pengaruh Cause-Related Marketing terhadap Citra Merek; dan (3) pengaruh Persepsi Konsumen terhadap Citra Merek. Jenis penelitian yang digunakan adalah penelitian penjelasan (explanatory research) dengan pendekatan kuantitatif. Sampel sebanyak 116 orang responden yang merupakan mahasiswa/i aktif program Strata-1 Universitas Brawijaya konsumen produk air minum dalam kemasan merek Aqua. Teknik 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 jalur (path analysis). Hasil penelitian ini diketahui bahwa: (1) variabel cause-related marketing berpengaruh signifikan terhadap variabel persepsi konsumen dengan koefisien jalur beta sebesar 0,636; (2) variabel cause-related marketing berpengaruh signifikan terhadap variabel citra merek dengan koefisien jalur beta sebesar 0,235; (3) variabel persepsi konsumen berpengaruh signifikan terhadap variabel citra merek dengan koefisien jalur beta sebesar 0,551. Berdasarkan hasil penelitian ini maka disarankan pemasar dapat mengembangkan program cause-related marketing karena cause-related marketing dapat mempengaruhi persepsi konsumen dan memberikan citra yang positif bagi produk. Selain itu diharapkan pula agar perusahaan memberikan informasi yang jelas mengenai kegiatan program cause-related marketing kepada konsumen agar persepsi konsumen terhadap kegiatan cause-related marketing menjadi positif dan dapat meningkatkan citra merek bagi produk.
English Abstract
This research aims to: (1) investigate the influence of cause-related marketing on consumer perceptions; (2) investigate the influence cause-related marketing on brand image; and (3) investigate the influence of consumer perceptionson brand image. The research method used in this study is explanatory research with quantitative approach. The samples are 116 respondents that are undergraduate students of Brawijaya University who are consumers of Aqua products. The sampling technique used is purposive sampling with questionnaires as the instrument for collecting data. Analysis of the data in this research uses descriptive analysis and path analysis. The result of this research shows that: (1) cause-related marketing has a significant influence on consumers perception with a path coefficient (β) of 0,636; (2) cause-related marketing has a significant influence on brand image with a path coefficient (β) of 0,235; (3) consumer perceptions has a significant influence on brand image with a path coefficient (β) of 0.551. Based on this research, marketers are suggested to be able to develop cause-related marketing programs because cause-related marketing affects the customers‟ perception and gives a positive image to the product. In addition, it is expected that the company provides clear information about the activities of cause-related marketing programs to consumers so that consumer will have a positive perceptions of the cause-related marketing activities, thus improving the brand image of the product.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2017/778/051708465 |
| Uncontrolled Keywords: | Cause-Related Marketing, Persepsi Konsumen dan Citra Merek. |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.83 Market research > 658.834 Consumer research > 658.834 2 Consumer behavior |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Kustati |
| Date Deposited: | 11 Sep 2017 03:49 |
| Last Modified: | 24 Sep 2020 12:17 |
| URI: | http://repository.ub.ac.id/id/eprint/2325 |
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