Peran Program CSR dengan Strategi Cause Related Marketing dalam rangka Pemberdayaan Konsumen:(Studi kasus Program Satu Untuk Sepuluh Aqua

Agung Prabowo, Silverius Djuni Prihatin

2016 | Skripsi | Pembangunan Sosial dan Kesejahteraan (dh. Ilmu Sosiatri)

ABSTRACT CRM is a strategy that using active consumer involvement to measure and indicate program‟s objectives. The rising consumer activity means more active consumption. Several ups and downs of this active involvement shows consumer capabilities. This research would like to show the capability of the consumer itself by looking thoroughly and their consumption for Aqua that currently well known for its Cause Relating Marketing called 10 for 1. This research also takes on focus that wholly explaining knowledge level, perception and its implementation that already being had on Aqua itself. Qualitative and quantitative method are being used to implement and magnify the research. Field research for this thesis is using 6 correspondents including 2 lecturer and 4 students. For secondary data, several articles, journals and documentation are being used to complete the data. Result that we have shows that CRM as a marketing strategy is a good succesful strategy to create brand image and postive responses. But, for capability empowerment, CRM program is not recommended. 1 for 10 program only adding some information and knowledge rather than working as a stimulus. Keywords : Cause Relating Marketing (CRM), Knowledge, Perception and Consumer‟s Empowerment.

Kata Kunci : Pemberdayaan Masyarakat; CSR