UI - Skripsi Open :: Kembali

UI - Skripsi Open :: Kembali

Pengaruh Cause Related Marketing (CRM) terhadap loyalitas merek The Body Shop

Dyah Puji Kusumawati; Ixora Lundia Suwaryono, supervisor ([Publisher not identified] , 2009)

 Abstrak

Skripsi ini membahas mengenai pengaruh Cause Related Marketing (CRM) terhadap loyalitas merek The Body Shop. Pengaruh Cause Related Marketing (CRM) diukur melalui empat buah dimensi yakni congruency, duration, amount of resources invested, dan senior management involvement. Oleh karena itu, penelitian ini adalah penelitian kuantitatif di mana data primer dikumpulkan melalui kuesioner.
Berdasarkan hasil penelitian, peneliti menyarankan agar kampanye Cause Related Marketing (CRM) yang dilaksanakan berfokus untuk memberikan informasi kepada konsumen dan mempertahankan keunggulan melalui dimensi congruency.
The focus of this study is about the effect of Cause Related Marketing (CRM) to brand loyalty of The Body Shop. The effect of Cause Related Marketing (CRM) to brand loyalty was measured through four dimensions which are congruency, duration, amount of resources invested, and senior management involvement. This is a quantitative research which is data primer was collected by questioner method.
Based the result of this research, researcher suggests that Cause Related Marketing (CRM) campaign must be focus to give the information to consumers and keep the strong point through congruency.

 Kata Kunci

 Metadata

Jenis Koleksi : UI - Skripsi Open
No. Panggil : S-Pdf
Entri utama-Nama orang :
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Program Studi :
Subjek :
Penerbitan : [Place of publication not identified]: [Publisher not identified], 2009
Bahasa : ind
Sumber Pengatalogan :
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Deskripsi Fisik : xiii + 111 lbr; il; 29 cm.
Naskah Ringkas :
Lembaga Pemilik : Universitas Indonesia
Lokasi : Perpustakaan UI, Lantai 3
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No. Panggil No. Barkod Ketersediaan
S-Pdf 14-17-220445542 TERSEDIA
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