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"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."

"Masalah dalam penelitian ini adalah tingkat loyalitas konsumen yang terbentuk terhadap Sekolah Alam Indonesia. Penelitian ini bertujuan untuk menganalisis pengaruh citra merek, kualitas pelayanan dan persepsi akan harga terhadap loyalitas konsumen. Adapun variabel kualitas pelayanan diwakili oleh tangible, empathy, reliability, responsiveness, dan assurcane. Data penelitian ini dikumpulkan dengan metode survey dengan pembagian kuesioner dengan 35 pertanyaan. Model penelitian diuji validitasnya dengan pearson product moment, dan reliabilitasnya dengan alpha cronbach. Dengan menggunakan teknik analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa variabel citra merek, kualitas pelayanan dan persepsi akan harga memiliki pengaruh yang positif dalam terbentuknya loyalitas konsumen.

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The problem in this study is the level of consumer loyalty that formed the School of Natural Indonesia. This study aimed to analyze the influence of brand image service quality and price perception of customer loyalty The variable quality of service represented by tangible empathy reliability responsiveness and assurcane. The data were collected by survey method with the distribution of a questionnaire with 35 questions. The research model was tested with Pearson product moment validity and reliability with Cronbach alpha Using multiple linear regression analysis techniques. The results showed that the variables of brand image service quality and price perceptions will have a positive influence in the formation of customer loyalty."

"Event sebagai media komunikasi pemasaran memainkan peranan penting dalam mengeratkan hubungan antara perusahaan B2B dengan konsumen industrialnya. Bertujuan untuk menganalisis pengaruh event terhadap kepuasan, kepercayaan, dan loyalitas konsumen industrial, penelitian ini dilakukan secara kuantitatif melalui kuesioner survei yang disebarkan kepada 90 orang reseller dari suatu perusahaan B2B yang merupakan salah satu distributor perangkat cyber security terbesar di Indonesia, yaitu PT M.Tech Products. Penelitian ini mengacu pada Teori Integrated Marketing Communication dan Service Quality diiringi dengan konsep event marketing, kepuasan konsumen, kepercayaan konsumen, serta konsep loyalitas konsumen. Data yang terkumpul melalui survei kemudian dianalisis menggunakan Structure Equation Modelling (SEM) dan diperoleh hasil penelitian yang signifikan bahwa kepercayaan konsumen berperan sebagai mediator terhadap hubungan event dengan loyalitas konsumen, karena event tidak memiliki pengaruh langsung terhadap loyalitas konsumen. Temuan menarik lainnya adalah meskipun kepuasan konsumen tidak memengaruhi loyalitas konsumen, namun kepuasan konsumen dapat menjadi moderator yang menguatkan pengaruh event terhadap kepercayaan konsumen.

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Event as a medium of marketing communication plays an important role in engaging a B2B company with its industrial customers. Aims to analyze the effect of event towards industrial customer satisfaction, trust and loyalty, this research is done quantitatively through a questionnaire survey towards 90 people from 52 reseller companies of a B2B company in Indonesia called PT M.Tech Products which is a leading cyber security provider. The literature comes from the Integrated Marketing Communication and Service Quality theory along with the concept of event marketing, customer satisfaction, customer trust and customer loyalty. By using the Structure Equation Modeling (SEM) analysis, this research shows a significant result that the customer trust has a mediating role in the relationship between event and customer loyalty since the event has no direct effect to customer loyalty. Another finding shows that even though the customer satisfaction does not affect the relationship between event and customer loyalty, but it surprisingly becomes a moderator which strengthens the relationship between event and customer trust."

"Studi ini membahas tentang pengaruh aktifitas pemasaran media sosial dan aktifitas pemasaran tradisional terhadap loyalitas konsumen didalam industry e-commerce , studi ini melibatkan 125 sampel dengan kriteria responden adalah pengguna melakukan belanja online menggunakan (Tokopedia/Shopee/Lazada/Bukalapak) setidaknya dalam 6 bulan terakhir, studi ini merupakan studi kuantitatif dan menggunakan metode structural equation modeling. Hasil penelitian menunjukkan bahwa aktifitas pemasaran media sosial dan aktifitas pemasaran tradisional memiliki pengaruh positif terhadap loyalitas merek.

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This study discusses the interaction of social media activities and traditional marketing activities towards brand loyalty in the e-commerce industry, this study involved 125 samples with the criteria of respondents using (Tokopedia/Shopee/Lazada/Bukalapak) at least in the past 6 months. The results showed that social media marketing activities and traditional marketing activities had a positive influence on brand loyalty."

"Under heavy pressure to increase profit and be the noble among the crowd, a business entity should sharp-witted in selecting social issues as the cause of their corporate social responsibility (CSR) programme, to maintain customer and win the competition. Satu Untuk Sepuluh Programme is manifestation of Aqua`s social responsibility, delivered in a unique cause related marketing (CRM) programme.The main objective is to study the customer`s perception on Aqua`s CRM, how is Aqua`s customer loyalty, correlate CRM to customer loyalty, and to study which of the necessary elements of CRM strongly effect customer loyalty. The study use the definition of CRM as stated by Landreth, in such the necessary elements to form the CRM are cause importance, cause proximity, participation effort, and cause congruency.The research is descriptive with quantitative approach, using processing technique of questionnaire survey method with convenience sampling. Descriptive analysis is carried out to characterized the respondent, subsequently any auto correlated noise are screened by factor analysis. Finally, the effect of CRM to customer loyalty is measured employing multiple regression. During May to June 2008, as many as 120 students of University of Indonesia are selected as respondent, to sample customer`s opinion.The result shows that in customer perception CRM is really appreciated and customer loyalty is at a good category. Customer loyalty effects the CRM. Cause proximity followed by cause congruency has factor highly effect customer loyalty. In view of this result, the CRM implemented by Aqua needs to continuously improve the existing CRM factor to serve the customers better CRM programme."