Image of Analisis Kampanye Cause Related Marketing Berbagi pada Ojek Online: Dampak Pilihan Kegiatan Sosial dan Kesejahteraan pada Niatan Membeli

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Analisis Kampanye Cause Related Marketing Berbagi pada Ojek Online: Dampak Pilihan Kegiatan Sosial dan Kesejahteraan pada Niatan Membeli

The Covid-19 Pandemic and changes in consumer behaviors that follows demand many business players to innovate and adapt to changes. Pandemics also affected income and wellbeing of many people. These phenomena seen by business players as an opportunity to gain consumer?s attention by contributes to social causes in its business practices. In Indonesia, it appeared that some business players in Food and Beverages sector especially those that listed in online delivery services of ride-sharing platform, practiced Cause Related Marketing campaign by associating their product?s purchase with contribution to social causes such as giving food/drinks to online ride-sharing drivers. This Research aim to analyze the effectiveness of this cause selection by analyze it with related factors such as Consumer-Cause Identifications, Attitude Toward the Cause, Consumer trust that the causes being selected could improve subjective wellbeing for its beneficiaries, and how those things play role in effecting their Purchase Intention. This research gathers 442 sample of the online food delivery services users of Go-Food & Grab-Food in Indonesia and analyze the data using Structural Equation Modelling (SEM). The results shows that Consumer-Cause Identifications and the consumer?s trust that the causes being selected could improve subjective wellbeing for its beneficiaries create positive significant effect toward Purchase Intention. This research could help business players to realize the factors needed to be considered in selecting social causes to be supported for cause related marketing campaign.Ada Tabel

Ketersediaan

Call NumberLocationAvailable
12718PSB lt.2 - Karya Akhir1
Penerbit Depok Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Indonesia.,
Edisi -
Subjek Consumer behavior
Purchase intention
Online Food Delivery
Cause Related Marketing
ISBN/ISSN -
Klasifikasi -
Deskripsi Fisik xv, 188 p. ; diagr. ; 30 cm
Info Detail Spesifik -
Other Version/Related Tidak tersedia versi lain
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