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Analisis Pengaruh COVID-19 Cause-Related Campaign terhadap Intensi Pembelian Konsumen Milenial Muslim di Indonesia : Studi Kasus ThenBlank
The COVID-19 pandemic has been around for two years at this point. Seeing the impact felt by the community, many companies had contributed to provide assistance during this pandemic through various means of social responsibility, one of which is through Cause-Related Marketing activities, in particular the COVID-19 cause-related campaign. Therefore, this study was conducted with the aim of analyzing how attitude towards COVID-19 cause-related campaigns which are influenced by identification with the cause, donation size, emotional arousal, subjective norm mediate and influence the purchase intention of Indonesian Muslim millennials. In addition, given the large Muslim population in Indonesia, this study also analyzes the moderating effect of Islamic religiosity in the relationship between attitude towards COVID-19 cause-related campaigns with consumer purchase intention and brand attitude. The analysis method used in this study is the Structural Equation Modelling (SEM) to determine the relationship between latent variables, mediation effects, and moderation using the LISREL 8.8 software. Based on the data from 341 Muslim millennial respondents, it is known that attitude towards COVID-19 cause-related campaigns has a significant effect on consumer purchase intentions. In addition, the results prove the mediating effect of attitude towards COVID-19 cause-related campaign on the relationship between identification with the cause, emotional arousal, and subjective norm with consumer purchase intention. Furthermore, the results also confirms the moderating effect of the Islamic religiosity variable on the relationship between attitude towards COVID-19 cause-related campaign and brand attitude..Ada Tabel
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| 13713 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok Program Studi Bisnis Islam Fakultas Ekonomi dan Bisnis UI., 2022 |
|---|---|
| Edisi | - |
| Subjek | Purchase intention Cause Covid 19 Related Campaign |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | xiv, 230 p. ; diagr. ; 30 cm |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |