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All Journal Jurnal E-Bis: Ekonomi Bisnis International Journal of Accounting, Management, Economics and Social Sciences (IJAMESC)
Felicia Abednego
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences

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Pengaruh Cause Related Marketing Terhadap Trust In Cause Related Marketing Dan Brand Loyalty Cen Lu Lay; Ika Gunawan; Felicia Abednego; Shirleen Natasha
Jurnal E-Bis (Ekonomi-Bisnis) Vol 5 No 2 (2021)
Publisher : Politeknik Dharma Patria Kebumen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37339/e-bis.v5i2.540

Abstract

Isu-isu mengenai pembangunan yang berkelanjutan dan kegiatan tanggung jawab sosial atau Corporate Social Responsibility terutama Cause Related Marketing telah banyak dibahas. Namun di Indonesia belum banyak penelitian yang membahas topik ini. Hal ini menjadi menarik karena perusahaan-perusahaan memiliki dorongan yang kuat untuk meningkatkan kegiatan Cause Related Marketing sebagai nilai tambah buat perusahaan. Penelitian ini akan menganalisis peranan Cause Related Marketing kaitannya dengan Trust in Cause Related Marketing dan Brand Loyalty. Pendekatan metode penelitian ini mengunakan metode kuantitatif. Penelitian ini mengumpulkan data dengan menyebar kuesioner kepada responden. Metode penarikan sampel dalam penelitian ini menggunakan teknik purposive sampling dengan kriteria mahasiswa/i di kota Bandung yang mengetahui Cause Related Marketing. Jumlah sampel yang terkumpul adalah 210 orang. Teknik pengolahan data menggunakan analisis regresi. Hasil penelitian menunjukkan bahwa Cause Related Marketing mempengaruhi Brand Loyalty, Cause Related Marketing mempengaruhi Trust in Cause Related Marketing, dan Trust in Cause Related Marketing tidak mempengaruhi Brand Loyalty. Kata Kunci: Cause Related Marketing, Trust in Cause Related Marketing, Brand Loyalty
MODERATION PERCEIVED SOCIAL RELATEDNESS IN THE INFLUENCE OF BRAND TRUST ON SOCIAL MEDIA BRAND ENGAGEMENT Cen Lu; Chandra Kuswoyo; Felicia Abednego; Markus Kendrick
International Journal of Accounting, Management, Economics and Social Sciences (IJAMESC) Vol. 3 No. 2 (2025): April
Publisher : ZILLZELL MEDIA PRIMA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61990/ijamesc.v3i2.485

Abstract

This study aims to analyze the effect of brand trust on social media brand engagement (SMBE) with perceived social relatedness as a moderating variable. In today's digital era, social media has become an important platform for brands to build relationships with consumers, especially Generation Y who are very active on social media. This study uses a quantitative approach with a survey method on social media users in the Bandung area. The results of the study indicate that brand trust has a significant effect on SMBE. In addition, perceived social relatedness is proven to moderate the relationship positively and significantly. This means that the level of social relatedness felt by consumers can strengthen the influence of trust in brands in increasing consumer engagement on social media. These findings provide important implications for marketing practitioners to not only build trust in brands but also create a sense of social relatedness among consumer communities in their social media strategies.
Co-Authors Cen Lu Cen Lu Lay Chandra Kuswoyo Ika Gunawan Markus Kendrick Shirleen Natasha