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

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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.
The Mediating Influence of Brand Trust, Perceived Quality, and Brand Love on Brand Loyalty Galuh Mira Saktiana
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 6 (2025): JIMKES Edisi November 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i6.4032

Abstract

The competitive market for traditional food brands underscores the need to understand factors driving consumer loyalty. This study examines how brand experience influences brand loyalty, mediated by brand trust, perceived quality, and brand love. The objective is to clarify the mediating roles of these variables and address inconsistencies in prior research regarding their impact on loyalty for traditional food products. A quantitative cross-sectional design was employed, collecting data from 364 respondents using a purposive sampling method. Data were analyzed using Partial Least Squares Structural Equation Modeling. The results show that brand experience does not directly affect brand loyalty, but significantly influences brand trust, perceived quality, and brand love, which in turn drive loyalty. Brand trust, perceived quality, and brand love partially mediate the relationship between brand experience and loyalty, with consumers favoring innovative flavors and cultural appeal. This study concludes that fostering trust, quality perceptions, and emotional attachment is crucial for building loyalty to traditional food, offering practical strategies for traditional brands to enhance consumer retention in competitive markets.
Co-Authors Adhi Prakosa