Analisis Pengaruh Cause-Related Marketing Campaign Evaluation dan Psychographic Variables Terhadap Patronage Intention: Studi Pada Brand Lokal KULA

Alodia, Nabita (2026) Analisis Pengaruh Cause-Related Marketing Campaign Evaluation dan Psychographic Variables Terhadap Patronage Intention: Studi Pada Brand Lokal KULA. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Pergeseran nilai konsumen yang menekankan pada aspek sosial mendorong brand mengadopsi strategi cause-related marketing (CRM) untuk membangun kedekatan emosional dengan konsumen. Namun, efektivitas dari strategi CRM bergantung pada bagaimana konsumen menilai motif di baliknya. Berdasarkan Attribution Theory untuk menjelaskan persepsi konsumen terhadap motif kampanye dan Theory of Planned Behavior (TPB) untuk memahami pembentukan attitude serta intention konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh cause-related marketing campaign evaluation, yakni social motivation dan strategic motivation, serta psychographic orientation, seperti individualistic dan collectivist terhadap patronage intention pada brand kosmetik lokal KULA melalui consumer skepticism dan attitude toward brand image sebagai variabel mediasi. Penelitian ini menggunakan pendekatan kuantitatif konfirmatori dengan metode Covariance-Based Structural Equation Modeling (CB-SEM), melalui pernyebaran kuesioner terhadap 204 konsumen wanita Indonesia yang pernah membeli produk KULA. Hasil penelitian menunjukkan bahwa social motivation berpengaruh negatif terhadap consumer skepticism, sedangkan collectivist tidak memiliki pengaruh pada consumer skepticism. Lalu, strategic motivation dan orientasi individualistic berpengaruh positif terhadap consumer skepticism, hingga akhirnya memengaruhi attitude toward brand image sebagai variabel mediasi dan patronage intention. Penelitian ini memberikan bukti empiris baru mengenai pengaruh CRM berbasis nilai sosial terhadap perilaku konsumen, serta kontribusi teoritis dan praktis untuk pengembangan strategi pemasaran berbasis sosial.
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Shifting consumer values that emphasize social aspects encourage brands to adopt cause-related marketing (CRM) strategies to build emotional closeness with consumers. However, the effectiveness of a CRM strategy depends on how consumers assess the motives behind it. Based on Attribution Theory to explain consumer perceptions of campaign motives and Theory of Planned Behavior (TPB) to understand the formation of consumer attitudes and intentions. This study aims to analyze the effect of cause-related marketing campaign evaluation, namely social motivation and strategic motivation, as well as psychographic orientation, such as individualistic and collectivist on patronage intention at the local cosmetics brand KULA through consumer skepticism and attitude toward brand image as a mediation variable. This study uses a confirmatory quantitative approach with Covariance-Based Structural Equation Modeling (CB-SEM) method, through the distribution of questionnaires to 204 Indonesian women consumers who have purchased KULA products. The results showed that social motivation had a negative effect on consumer skepticism, while collectivists had no effect on consumer skepticism. Then, strategic motivation and individualistic orientation have a positive effect on consumer skepticism, and finally affect attitude toward brand image as a variable of mediation and patronage intention. This research provides new empirical evidence on the influence of social value-based CRM on consumer behavior, as well as theoretical and practical contributions to the development of social-based marketing strategies.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	attitude toward brand image, cause-related marketing, consumer skepticism, patronage intention, psychographic variables
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Nabita Alodia
Date Deposited:	29 Jan 2026 01:20
Last Modified:	29 Jan 2026 01:20
URI:	http://repository.its.ac.id/id/eprint/130821

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