ANALYSIS OF CAUSE RELATED MARKETING APPLICATION ON DOVE SISTERHOOD PROGRAM TOWARD BRAND LOYALTY OF DOVE HAIRTHERAPY IN SEMARANG

FIRMANSYAH, Aditya and DIRGANTARA, I Made Bayu (2010) ANALYSIS OF CAUSE RELATED MARKETING APPLICATION ON DOVE SISTERHOOD PROGRAM TOWARD BRAND LOYALTY OF DOVE HAIRTHERAPY IN SEMARANG. Undergraduate thesis, Universitas Diponegoro.

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Abstract

This study aims to examine the effect of Cause Related Marketing (CRM) application on Dove Sisterhood towards consumer brand loyalty of Dove HairTherapy. Research design used for this research based on Douwe van de Brink (2006). The model consists of four independent variables that are congruency, duration, resource invested, and management involvement and one dependent variable which is brand loyalty. Consumer involvement was included as moderating variable. Primary data were collected by using questionnaire from 100 female respondents who are Dove HairTherapy consumer in Semarang. Two regression models applied for the data analysis. Regression analysis result of first regression model shows that all CRM variables (congruency, duration, resource invested, and management involvement) are significantly influence brand loyalty. Regression analysis result of the second regression model with consumer involvement as a moderating variable shows that one of CRM variable that is management involvement cannot be moderated by consumer involvement, while the other three variables significantly moderated by consumer involvement. From the result known that the highest moderation directed to be duration. It can be concluded that from all factors which would make a CRM program to be success, duration is the most influencing factor. Longer program duration would make CRM program be more successful.

Item Type:Thesis (Undergraduate)
Uncontrolled Keywords:cause related marketing, kesesuaian, durasi, investasi sumber daya, keterlibatan manajemen, keterlibatan konsumen, loyalitas merek cause related marketing, congruency, duration, resource invested, management involvement, consumer involvement, brand loyalty
Subjects:H Social Sciences > H Social Sciences (General)
Divisions:Faculty of Economics and Business > Department of Management
ID Code:22700
Deposited By:Mr. Perpustakaan Fakultas Ekonomi
Deposited On:06 Oct 2010 14:59
Last Modified:06 Oct 2010 14:59

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