Artikel Ilmiah : C1H019016 a.n. ALIF HAFIDZ MUTTAQIN
| NIM | C1H019016 |
|---|---|
| Namamhs | ALIF HAFIDZ MUTTAQIN |
| Judul Artikel | THE EFFECT OF RELEVANCY AND REPUTATION ON CAUSE RELATED MARKETING PROGRAM ON THE PURCHASE INTENTION OF PEPSODENT PRODUCTS MODERATED BY SKEPTICISM |
| Abstrak (Bhs. Indonesia) | Penelitian ini bertujuan untuk mengetahui pengaruh: (1) Relevansi Program CRM terhadap Niat Membeli, (2) Reputasi Program CRM terhadap Niat Membeli, (3) Relevansi Program CRM terhadap Skeptisisme, (4) Reputasi Program CRM terhadap Skeptisisme, (5) Skeptisisme terhadap Niat Membeli, (6) Skeptisisme Memoderasi Relevansi Program CRM terhadap Niat Membeli, (7) Skeptisisme Memoderasi Reputasi Program CRM terhadap Niat Membeli. Penelitian ini termasuk penelitian kuantitatif. Populasi dalam penelitian ini adalah konsumen Pepsodent. Sampel yang digunakan adalah purposive sampling dengan kriteria berusia di atas 17 tahun, mengetahui program Cause-Related Marketing Pepsodent, dan membeli produk Pepsodent minimal 2 kali dalam sebulan. Responden dalam penelitian ini adalah 325 konsumen Pepsodent yang memenuhi kriteria. Penelitian ini menggunakan sem amos untuk menganalisis data, dan menggunakan model interaksi untuk menganalisis hipotesis pemoderasi. Berdasarkan hasil penelitian dan analisis yang dilakukan dengan menggunakan bantuan SEM menunjukkan bahwa: (1) Relevansi pada program CRM berpengaruh positif terhadap Niat Membeli, (2) Reputasi pada Program CRM berpengaruh positif terhadap Niat Membeli, ( 3) Relevansi pada program CRM tidak berpengaruh negatif terhadap skeptisisme, (4) Reputasi berpengaruh negatif terhadap skeptisisme, (5) Skeptisisme berpengaruh negatif terhadap Niat Membeli, (6) Skeptisisme tidak memoderasi pengaruh relevansi dalam CRM program terhadap niat beli, (7) Skeptisisme tidak memoderasi pengaruh reputasi dalam program CRM terhadap niat beli |
| Abtrak (Bhs. Inggris) | This study aims to determine the effect of: (1) Relevance of CRM Programs to Purchase Intentions, (2) Reputation of CRM Programs to Purchase Intentions, (3) Relevance of CRM Programs to Skepticism, (4) Reputation of CRM Programs to Skepticism, (5) Skepticism to Purchase Intentions, (6) Skepticism Moderates Relevance of CRM Programs to Purchase Intentions, (7) Skepticism Moderates Reputation in CRM Programs to Purchase Intentions. This research includes quantitative research. The population in this study are Pepsodent consumers. The sample used was purposive sampling with the criteria of being over 17 years old, knowing the Cause-Related Marketing program of Pepsodent, and buying Pepsodent products at least 2 times a month. Respondents in this study were 325 Pepsodent consumers who met the criteria. This study using sem amos to analysis the data, and using interaction model for analysis the moderating hypothesis. Based on the results of research and analysis conducted using SEM assistance, it shows that: (1) Relevance in the CRM program has a positive effect on Purchase Intention, (2) Reputation in the CRM Program has a positive effect on Purchase Intention, (3) Relevance in the CRM program has no negative effect on skepticism, (4) Reputation has a negative effect on skepticism, (5) Skepticism has a negative effect on Purchase Intention, (6) Skepticism does not moderate the influence of relevance in CRM programs on purchase intentions, (7) Skepticism does not moderate the effect reputation in CRM programs on purchase intention |
| Kata kunci | Kata kunci : Cause-Related Marketing, Niat Beli, Skeptisisme. |
| Pembimbing 1 | Prof. Dr. Pramono Hari Adi, MS |
| Pembimbing 2 | Dr. Refius Pradipta Setyanto S.E, M.Si |
| Pembimbing 3 | Tiladela Luhita, S.E, M.Si |
| Tahun | 2023 |
| Jumlah Halaman | 19 |
| Tgl. Entri | 2023-08-22 10:53:03.572334 |