Brand Awareness dan Corporate Image Sebagai Variabel Mediasi antara Cause Related Marketing (CRM) Terhadap Customer Purchase Intention

Sulaiman Sulaiman

Abstract


Penelitian ini bertujuan untuk mengetahui pengaruh cause related marketing (CRM) terhadap costumer purchase intention air mineral aqua dengan brand awareness dan corporate image sebagai variabel mediasi. Sampel penelitian sebanyak 141 orang konsumen air mineral Aqua di Kota Banda Aceh.
Pengumpulan data menggunakan kuesioner dan selanjutnya data dianalisis dengan menggunakan hierarchical linier methods. Penelitian menemukan bahwa Cause related marketing berpengaruh terhadap customer purchase intention dan brand awareness. Brand awareness berpengaruh terhadap customer purchase intention. Cause related marketing berpengaruh terhadap corporate image. Corporate image berpengaruh terhadap customer purchase intention. Cause related marketing berpengaruh terhadap customer purchase intention air mineral Aqua dengan brand awareness dan corporate image sebagai mediating variable.

Kata Kunci: Cause Related Marketing (CRM), Costumer Purchase Intention, Brand Awareness,
Corporate Image dan Hierarchical Linier Methods.


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