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"Cause-related Marketing (CRM) semakin popular karena perkembangan media sosial dapat membantu menyebarkan informasi dan konten dari perusahaan ke banyak auidience. CRM termasuk program CSR yang memberikan bantuan kepada pihak tertentu saat konsumen membeli produk CRM. Kesuksesan penerapan CRM memberi manfaat kepada perusahaan dalam bentuk attitude dan reputasi, kepada cause yang dibantu dan konsumen sendiri. Oleh karena itu penerapan CRM menjadi lebih kompetitif antar brand, sehingga penting bagi pemasar untuk memahami strategi dalam merancang program CRM yang efektif. Penelitian ini membahas tentang perbandingan penerapan strategi CRM yang dilakukan oleh luxury brand maupun non-luxury brand yaitu visibilitas kampanye dan donation proximity terhadap evaluasi konsumen berupa brand attitude, willingness to publish dan referral intention. Metode penelitian yang digunakan adalah eksperimen dengan desain faktorial 2x2x2 yaitu brand level (luxury vs. non-luxury) x visibilitas (conspicuous vs. non-conspicuous) x donation proximity (national vs. international) dengan juga menguji pengaruh perceived quality dan brand familiarity terhadap evaluasi konsumen. Hasil ANCOVA dan MANCOVA yang digunakan untuk menguji perbedaan evaluasi antar 8 kombinasi strategi menunjukkan bahwa terdapat perbedaan efek penerapan strategi visibilitas, donation proximity dan brand level terhadap evaluasi konsumen. Kombinasi strategi luxury brand, conspicuous campaign dan national donation menghasilkan brand attitude, willingness to publish dan referral intention paling tinggi.

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Cause-related marketing (CRM) is increasingly popular because the development of social media enables the firm to spread marketing content to many audiences. CRM is a form of CSR program that assists a cause when customers purchase goods from CRM program. Successful implementation of CRM benefits the company, the helping cause and the consumers themselves. Therefore, CRM implementation becomes more competitive amongst brands; thus, marketers need to consider strategies when developing a CRM program. This research examines the contrast of how brands execute techniques in running CRM, including campaign visibility and the donation proximity to customer assessments. The research method used is an experiment with a factorial design of 2x2x2, namely brand level (luxury vs. non-luxury) x visibility (conspicuous vs. non-conspicuous) x donation proximity (national vs. international) by also testing the effect of perceived quality and brand familiarity. ANCOVA and MANCOVA used to test the differences in responses between 8 combinations of strategies show that there are differences in the effect of applying the strategies to consumer assessments. The combination of luxury brand strategy, conspicuous campaign, and national donation results in the highest value of brand attitude, willingness to publish, and referral intention."

"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."

"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."

"Konsumsi alkohol berlebihan telah menjadi masalah besar di masyarakat. Meskipun demikian, perusahaan alkohol berusaha mencari solusi untuk mengurangi konsumsi alkohol konsumen tanpa berdampak pada penjualan mereka. Cause-related marketing dapat dilihat sebagai sebuah solusi, meskipun dampak dari cause-related marketing sering kali diabaikan atau hanya disinggung secara singkat. Penelitian ini bertujuan untuk mengetahui pengaruh cause-related marketing dalam hubungan jenis bir (alkohol vs bebas alkohol) terhadap sikap konsumen terhadap alkohol dengan peran moderasi keyakinan agama. Studi ini menggunakan eksperimen online antar subjek menggunakan Qualtrics yang menargetkan beberapa negara berdasarkan dimensi indulgensi Hofstede. Temuan utamanya adalah bahwa dampak moderat dari pemasaran yang berhubungan dengan tujuan sosial dan keyakinan agama tidak mempunyai pengaruh terhadap sikap konsumen terhadap alkohol. Namun, tingkat kesenangan memang mempengaruhi sikap konsumen terhadap alkohol secara positif. Dengan keterbatasan ukuran sampel dan kondisi eksperimen yang belum lengkap, penelitian ini menjadi landasan bagi penelitian lebih lanjut untuk mendalami lebih dalam strategi demarketing di industri alkohol.

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Excessive alcohol consumption has been a major problem in society. Despite these, alcohol companies are trying to find a solution on ways to reduce consumers' alcoholic consumption without impacting their sales. Cause-related marketing can be seen as a solution, although the effect of cause-related marketing is often overlooked or only touched upon briefly. This study aims to find out the effect of cause-related marketing in the relationship between beer type (alcohol vs alcohol-free) on consumers' attitudes toward alcohol with the moderating role of religious belief. The study employed a between-subject online experiment using Qualtrics targeting multiple countries according to the Hofstede indulgence dimension. The main findings are that the moderating impact of cause-related marketing and religious belief has no influence on consumers’ attitudes toward alcohol. However, indulgence levels do influence consumers' attitudes toward alcohol positively. With the limitation of sample size and incomplete experimental conditions, this study serves as a foundation for further research to dive deeper in demarketing strategy in the alcohol industry."

"Tujuan dari penelitian ini adalah untuk mengivestigasi jenis hubungan antara cause-related marketing, corporate image, consumers? attitude dan brand attractiveness yang kemudian akan mempengaruhi intensi pembelian konsumen pada kasus perusahaan sosial yang dipilih oleh peneliti. Metode analisis structural equation modelling (SEM) akan digunakan untuk menguji hipotesis. Data akan dikumpulkan dari 150 responden di lingkup geografis Jabodetabek. Implikasi utama CRM pada temuan yang akan didapatkan dalam penelitian ini adalah diperuntukkan bagi manajer pemasaran.Penemuan ini juga akan memberikan saran beberapa langkah-langkah yang dapat diambil untuk pertimbangan perusahaan dalam rangka meningkatkan corporate image, consumers attitude, dan brand attractiveness karena ketiga variabel tersebut diduga dapat mempengaruhi dampak CRM pada intensi pembelian konsumen. Selain itu, penelitian ini diharapkan dapat berkontribusi untuk menutup gap dari penelitian empiris di bidang ini, terutama karena adanya sikap pelanggan yang beragam di negara-negara berkembang seperti Indonesia. Penelitian semacam ini masih cukup jarang dan diharapkan akan menambah khazanah pengetahuan mengenai marketing dalam perusahaan berbasis sosial yang kini tengah menjadi trending topic diberbagai belahan dunia.

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This research has aimed to investigate relations among cause-related marketing, corporate image, consumers? attitude and brand attractiveness which then affected consumer intention purchasing on social enterprise that has been chosen by the researcher. Structural equation modelling method analysis was used to examine the hypotheses. The data were collected from 150 respondents living in Jakarta and nearby cities. The main implication of cause-related marketing gathered from these research has been aimed at respective marketing manager.These researches were also resulted in suggestions and steps for consideration to a corporate for increasing the corporate image, consumer?s attitude and brand attractiveness due to these three variables could be affecting consumer purchasing intention. Besides, these researches could give a good contribution to fill in gap from empirical researches, because of various of consumer's attitudes in developed countries like Indonesia. Rarely such researches have been conducted and this research is expected to add to the wealth of knowledge about the marketing in social enterprises which at the present day is becoming such a trending topic in many parts of the globe."

"Indonesia dan 15 negara lainnya sedang bernegosiasi tentang Regional Comprehensive Economic Partnership (RCEP). Ini adalah perjanjian perdagangan bebas yang dianggap berbeda dengan yang telah ada sebelum-sebelumnya di Kawasan Asia Pasifik. Penelitian ini menguji faktor-faktor kedekatan pembangunan development proximity sebagai strategi untuk meningkatkan ekspor di pasar RCEP dengan model gravitasi. Model estimasi yang dipergunakan adalah random effect generalized squared dan Prais-Winsten dengan Panels Standard Corrrected Errors. Hasil menunjukkan PDB per kapita, tingkat kesamaan PDB per kapita, jarak geografis dan investasi berpengaruh terhadap ekspor Indonesia. Indonesia mempunyai ruang pertumbuhan ekspor di enam dari 14 negara di RCEP. Sektor pertanian mempunyai ruang pertumbuhan ekspor lebih banyak apabila dibandingkan dengan sektor manufaktur.

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Indonesia and 15 other countries are negotiating the Regional Comprehensive Economic Partnership (RCEP). This is a free trade agreement which considered different from what has made before in the Asia Pacific Region. This research examines development proximity factors as a strategy to increase Indonesias export in RCEP market through gravity model. The estimation model used is random effect generalized least squared and Prais-Winsten with Panels Standard Corrected Errors. The results show GDP per capita, level of similarity in GDP per capita, geographical distance and investment affect Indonesia export. Indonesia has potential export to six of 14 countries in RCEP. The agricultural sector has more room for export growth than the manufacturing sector."

"Tesis ini bertujuan untuk mengetahui pengaruh jenis endorser dan message appeal terhadap donation intention dari postingan Instagram organisasi nirlaba. Peneliti membandingkan dua jenis endorser (selebritas dan influencer) dan dua jenis message appeal (positive dan negative) terhadap donation intention. Peneliti juga menganalisis pengaruh mediasi dari kredibilitas endorser. Penelitian dilakukan dengan metode eksperimen menggunakan desain faktorial 2x2 terhadap 120 peserta yang termasuk ke dalam kelompok usia milenial. Temuan penelitian menunjukkan adanya perbedaan yang signifikan antara positive dan negative appeal dalam mempengaruhi donation intention. Adapun, temuan dalam penelitian ini tidak menunjukkan adanya perbedaan pengaruh jenis endorser berbeda antara selebritas dan influencer terhadap donation intention. Selanjutnya, temuan penelitian juga tidak menunjukkan adanya pengaruh dari interaksi jenis endorser dan message appeal terhadap donation intention. Selain itu, temuan penelitian juga tidak menunjukkan adanya pengaruh mediasi dari kredibilitas endorser. Berdasarkan temuan penelitian tersebut, peneliti merekomendasikan organisasi nirlaba untuk berfokus pada strategi pengembangan pesan, bukan kepada pembawa pesan untuk meningkatkan keinginan berdonasi.

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This thesis aims to determine the influence of endorser type and message appeal on donation intention from Instagram posts of non-profit organizations. Researchers compared two types of endorsers (celebrities and influencers) and two types of message appeal (positive and negative) on donation intention. Researchers also analyzed the mediating effect of endorser credibility. The research was conducted using an experimental method using a 2x2 factorial design on 120 participants from the millennial age group. Research findings show that there is a significant difference between positive and negative appeals in influencing donation intention. Meanwhile, the findings in this study do not show any differences in the influence of different types of endorsers between celebrities and influencers on donation intention. Furthermore, research findings also do not show any influence from the interaction of endorser type and message appeal on donation intention. Finally, the research findings also do not show a mediating effect from endorser credibility. Based on the research findings, researchers recommend that non-profit organizations focus on message development strategies, not on the messenger to increase donation intention."

"Dengan semakin berkembang dan menjamurnya produk lokal di Indonesia, serta semakin banyaknya jenis media yang dapat memasarkan produk-produk tersebut, penting bagi para pelaku usaha untuk memahami strategi dalam mengelola mereknya agar dapat bersaing dengan merek lokal maupun merek luar. Penelitian ini membahas tentang perbandingan penerapan brand functional value dan brand experiential value terhadap evaluasi konsumen pada konteks strategi local branding dan foreign branding. Evaluasi konsumen pada penelitian ini diwakili oleh perceived quality, attitude toward the brand, purchase intention, dan komunikasi word of mouth. Metode penelitian yang digunakan ialah penelitian eksperimen dengan desain faktorial 2x2 yang menggunakan merek fiktif sebagai objek uji. Hasil penelitian menunjukkan bahwa terdapat perbedaan efek penerapan value pada aspek evalusi konsumen dalam konteks local branding dan foreign branding. Kombinasi strategi foreign branding dan experiential value menghasilkan nilai perceived quality, attitude toward the brand, dan purchase intention paling tinggi, sedangkan kombinasi strategi foreign branding dan functional value menghasilkan nilai word of mouth paling tinggi.

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In today rsquo s local products growing number in Indonesia, as well as the increasing number of media types to market these products, it is important for local businessperson or organization to understand the strategy in managing their brands in order to compete with local and foreign brands.

This study discusses the comparison between the application of brand functional value and brand experiential value toward consumer evaluation in the context of local branding and foreign branding strategy. Consumer evaluation is represented by perceived quality, attitude toward the brand, purchase intention, and word of mouth. The research method used is experimental research with 2x2 factorial design using fictitious brand as test object.

The finding shows that there are differences in value application effect toward consumer evaluation in local and foreign branding context. The combination of foreign branding strategy and experiential value produces the highest perceived quality, attitude toward the brand, and purchase intention, while the combination of foreign branding strategy and functional value yields the highest word of mouth."

"Pesatnya perkembangan industri membuat persaingan antar-brand semakin ketat. Pasar yang penuh kompetisi memberikan begitu banyak pilihan bagi konsumen. Konsumen pun dapat dengan mudah menggonta-ganti brand sesuai dengan mana yang dapat memenuhi kebutuhan dan keinginannya dengan lebih baik. Agar semakin menonjol dan terus dipilih, brand perlu memiliki brand image dengan membentuk asosiasi brand yang lebih kuat, disukai, dan unik. Lebih dari itu, brand image pun diperlukan untuk membangun brand loyalty yang penting bagi brand dalam jangka panjang. Untuk itu, brand perlu melakukan strategi komunikasi pemasaran. Brand pakaian Uniqlo melakukan komunikasi pemasaran dengan menerapkan strategi cause-related marketing melalui programnya, Uniqlo UT Peace For All. Makalah ini disusun dengan metode riset sekunder untuk menganalisis bagaimana dampak strategi cause-related marketing Uniqlo UT Peace For All terhadap brand image dalam membangun brand loyalty. Hasil analisis menunjukkan bahwa strategi cause-related marketing telah diterapkan dengan baik sehingga berdampak positif bagi brand image dalam membangun brand loyalty. Namun, terdapat catatan untuk lebih memerhatikan dimensi cause-related marketing dan bagaimana cara mengomunikasikannya dengan lebih efektif, serta rekomendasi untuk tidak melakukan cause-related marketing sebagai taktik jangka pendek untuk mendorong penjualan.

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The rapid development of the industry makes the competition between brands increasingly tight. A highly competitive market provides consumers with so many choices. Consumers can easily change brands according to which one can better meet their needs and desires. In order to be more prominent and continue to be selected, brands need to have a brand image by forming stronger, preferred, and unique brand associations. More than that, brand image is also needed to build brand loyalty which is important for the brand in the long term. For this reason, brands need to carry out a marketing communication strategy. The clothing brand Uniqlo conducts marketing communications by implementing a cause-related marketing strategy through its program, Uniqlo UT Peace For All. With the secondary research method, this paper tries to analyze the impact of Uniqlo UT Peace For All's cause-related marketing strategy on brand image in building brand loyalty. The results of the analysis show that the cause-related marketing strategy has been implemented properly so that it has a positive impact on brand image in building brand loyalty. However, there is still a note to pay more attention to the cause-related marketing dimension and how to communicate it more effectively, as well as recommendations for brands not to engage in cause-related marketing as a short-term tactic to only drive sales."

"Penggunaan idola Kpop sebagai human brand menjadi trend marketing berbagai produk makanan dan minuman lokal. Lemonilo menjadi salah satu brand makanan minuman di Indonesia, yang menggunakan human brand sebagai alat untuk strategi marketing mereka. Oleh karena itu, penelitian ini akan mencari tahu keefektifan penggunaan human brand sebagai strategi marketing, untuk meningkatkan purchase intention produk andalan Lemonilo yaitu mi sehat menggunakan NCT Dream sebagai human brand. Fokus penelitian ini untuk mengetahui pengaruh dari human brand terhadap consumer brand relationship, consumer brand relationship terhadap attitude toward brand, dan attitude toward brand terhadap purchase intention melalui survei terhadap 115 fans NCT Dream. Penelitian ini dilakukan dengan pendekatan kuantitatif menggunakan teknik purposive sampling. Hasil penelitian ini menemukan bahwa human brand berpengaruh positif dan signifikan terhadap consumer brand relationship, consumer brand relationship berpengaruh positif dan signifikan terhadap attitude toward brand, dan attitude toward brand berpengaruh positif dan signifikan terhadap purchase intention.

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The use of Kpop idol as human brand has been a marketing trend in many food and beverage local brands. Lemonilo is one of those food and beverage local brands in Indonesia, that has been using human brand as their marketing strategy tool. Therefore, this study will find out the effectiveness using NCT Dream as human brand for Lemonilo marketing strategy tool to increase the purchase intention of their flagship product Lemonilo noodle. This study will find out the direct influence of human brand on consumer brand relationship, consumer brand relationship on attitude toward brand, and attitude toward brand on purchase intention through survey from 115 NCT Dream fans as respondents. This study use quantitative approach with purposive sampling technique. The results of this study found that human brand has positive and significant effect on consumer brand relationship, consumer brand relationship has positive and significant effect on attitude toward brand, attitude toward brand has positive and significant effect on purchase intention."