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Abstrak :
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. ......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.

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.

Abstrak :
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. ......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.