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

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Sulaiman Sulaiman
  • Sulaiman Sulaiman: Fakultas Ekonomi dan Bisnis Universitas Syiah Kuala , Indonesia
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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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Sulaiman, S. (2016). Brand Awareness dan Corporate Image Sebagai Variabel Mediasi antara Cause Related Marketing (CRM) Terhadap Customer Purchase Intention. Jurnal Ekonomi Manajemen Dan Sekretari, 1(2), 62-78. https://journal.lembagakita.org/jemensri/article/view/8
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This article has been peer-reviewed and published in the Jurnal Ekonomi Manajemen dan Sekretari. The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 1 No. 2 (2016)

  • Section: Articles

  • Published: Not available

  • License: CC BY 4.0

  • Copyright: © 2017 Authors

  • DOI: Not available

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