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Pengaruh Skeptisisme Konsumen Pada Strategi Promosi CauseRelated Marketing Terhadap Behavior Intentions Milenial Muslim Di Indonesia
Competition in business makes the company's competitive advantage based on functional advantages no longer reliable (Deb et al., 2020). This encourages marketers to carry out creative marketing strategies, therefore they can attract consumers' attention and be different from other brands/companies. One of the effective marketing strategies that companies can implement is cause-related marketing (CRM). This is influenced by public awareness of social issues (Minton, 2015), especially people belonging to the millennial group (Bucic et al., 2012). However, in practice, marketers are faced with a certain risk, namely consumer skepticism. The existence of consumer doubts over claims in advertisements can threaten the final results of the promotional program. Therefore, the purpose of this study is to analyze the factors which can influence consumer perceptions of marketing claims that trigger consumer skepticism and review their influence on consumer behavior of Indonesian millennial Muslims. Based on previous research conducted in India, this study also analyzes the mediating effect of consumer satisfaction and the moderating role of religiosity in the relationship between skepticism in CRM campaigns and behavior intention. The analytical method that will be used in this study is the Covariance based Structural Equation Model (CB-SEM) to see the relationship between variables, mediating effects, and moderation using the IBM AMOS 26..Ada Tabel
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| 13134 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok: Program Studi Bisnis Islam Fakultas Ekonomi dan Bisnis UI 2021 |
|---|---|
| Edisi | - |
| Subjek | Behavior intention Cause related marketing Consumer Skepticism |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | xiii, 246 p. ; diagr. ; 30 cm |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |