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All Journal Asian Journal of Social and Humanities
Galuh Mira Saktiana
Universitas Tarumanagara, Indonesia
Decision Sciences, Operations Research & Management Earth & Planetary Sciences Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice

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Investigating The Impact of Cause Related Marketing on Consumer Attitude and Purchase Intention Galuh Mira Saktiana; Adhi Prakosa
Asian Journal of Social and Humanities Vol. 1 No. 12 (2023): Asian Journal of Social and Humanities
Publisher : Pelopor Publikasi Akademika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59888/ajosh.v1i12.124

Abstract

Cause-related marketing (CRM) is a marketing program that closely relates to corporate social responsibility. The increasing popularity of CRM has led many researchers to investigate effective CRM campaign strategies. This study employs an experimental design with a factorial design to assess the impact of time duration, proximity, and congruence on brand attitudes and intentions. The study was conducted with college students from two cities in Indonesia, and statistical analyses, including t-tests and regression, were utilized. The results indicate that respondents' attitudes vary with respect to time duration and congruence, and attitudes towards brands related to CRM programs positively affect intentions. Therefore, marketers should consider the attributes of CRM, such as duration and congruence, to ensure that the program is accepted by consumers.
Co-Authors Adhi Prakosa