Penilaian atribut-atribut cause related marketing pada sikap terhadap cause related marketing dan sikap terhadap merek

PRAKOSA, Adhi, Dr. BM.Purwanto, MBA

2010 | Tesis | S2 Manajemen

Penelitian ini bertujuan untuk menguji hubungan antara atribut-atribut cause related marketing (CRM) yaitu pentingnya cause, kedekatan cause, dan kesesuaian produk dengan cause pada sikap terhadap program cause-related marketing, dan sikap terhadap merek. Variabel independen dalam penelitian ini adalah tiga atribut CRM yaitu pentingnya cause, kedekatan cause, dan kesesuaian produk dengan cause. Variabel dependen dalam penelitian ini adalah sikap terhadap program CRM dan sikap terhadap merek. Metode eksperimen laboratorium digunakan dalam penelitian ini dengan desain 2 (pentingnya cause: tinggi, rendah) x 2 (kedekatan cause: jauh, dekat) x 2 (kesesuaian produk dengan cause: produk yang sesuai, produk yang tidak sesuai) between subject factorial design. Uji hipotesis dilakukan menggunakan analisis one way ANOVA. Hasil penelitian dapat disimpulkan bahwa tingkat pentingnya cause tinggi berhubungan dengan sikap yang lebih positif terhadap program CRM dan sikap terhadap merek, kedekatan cause tidak berhubungan dengan sikap yang lebih positif terhadap program CRM dan sikap terhadap merek, terdapat interaksi antara tingkat tingkat pentingnya cause dan kedekatan cause yaitu tingkat pentingnya cause rendah berhubungan dengan sikap yang lebih positif terhadap program CRM sedangkan pada tingkat pentingnya cause tinggi maka kedekatan cause tidak berhubungan dengan sikap yang lebih positif terhadap program CRM, dan tingkat kesesuaian produk dengan cause berhubungan dengan sikap yang lebih positif terhadap program CRM dan sikap terhadap merek.

This study aims to examine the relationship between attributes cause related marketing (CRM), namely the importance of cause, cause proximity, and congruence of the product with a cause on attitudes toward cause-related marketing programs, and attitudes toward the brand. The independent variables are the three attributes of CRM is the importance of cause, cause proximity, and the congruence of the product with a cause. The dependent variable in this research is the attitude toward CRM programs and attitudes toward the brand. Laboratory experimental methods used in this study with the design 2 (cause importance: high, low) x 2 (cause proximity: distant, close) x 2 (congruence of products with a cause: congruence products, incongruence products ) between subjects factorial design. Hypothesis test was carried out using one way ANOVA analysis. The research concluded that the cause of high levels of importance associated with more positive attitudes towards CRM programs and attitudes toward the brand, the proximity of cause is not related to a more positive attitude towards CRM programs and attitudes toward the brand, there is interaction between the level of importance of causes and the level of proximity. Low levels of importance associated with more positive attitudes towards CRM programs while at the level of importance is high then the cause unrelated to the proximity cause a more positive attitude towards CRM program, and the level of product congruence with the causes associated with more positive attitudes towards CRM programs and attitude toward the brand.

Kata Kunci : Cause related marketing (CRM),Sikap terhadap program CRM, Cause related marketing (CRM), attitudes toward cause related marketing programs (CRM), attitudes toward the brand