ABSTRAKBanyak strategi telah dilakukan oleh perusahaan sebagai cara untukmeningkatkan respon konsumen terhadap suatu produk, salah satunya denganmenggunakan Caused-related Marketing (CRM). Penelitian ini bertujuan untukmengungkapkan apakah terdapat pengaruh yang signifikan dari perceived fit, tipeproduk dan brand familiarity terhadap purchase intention konsumen dalamkonteks Caused-Related Marketing. Desain faktorial between subject dengan 2(perceived fit: tinggi vs rendah) x2 (tipe produk: utilitarian vs hedonic) x2 (brandfamiliarity: familiar vs nonfamiliar) digunakan untuk menguji hipotesispenelitian. Data dikumpulkan dengan menggunakan kuesioner online dan offline.Hasil penelitian ini menunjukkan bahwa purchase intention dalam konteks CRMdipengaruhi oleh brand familiarity.

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ABSTRACTMany strategies have been carried out by companies as a way to improveconsumer response toward a product, one of them by using Caused-relatedMarketing (CRM). This study aimed to reveal whether there are significant effectsof perceived fit, product type and brand familiarity on customer purchaseintention in Caused-related Marketing context. Factorial design between-subjectwith 2 (perceived fit: high vs. low) x2 (product type: utilitarian vs. hedonic) x2(brand familiarity: familiar vs. non familiar) was used to test the researchhypothesis. Data were collected by using online and offline questionnaire. Theresult of this study showed that customer purchase intention in Caused RelatedMarketing campaign depend on the level of brand familiarity.