Digital Library: No conditions. Results ordered -Date Deposited. 2024-03-28T10:19:52ZEPrintshttp://digilib.unila.ac.id/images/sitelogo.pnghttp://digilib.unila.ac.id/2016-01-25T04:12:43Z2016-01-25T04:12:43Zhttp://digilib.unila.ac.id/id/eprint/19450This item is in the repository with the URL: http://digilib.unila.ac.id/id/eprint/194502016-01-25T04:12:43ZPENGARUH PROGRAM CAUSE RELATED MARKETING
(CRM) TERHADAP LOYALITAS PENGGUNA PRODUK AIR
MINERAL AQUAAbstrak
Era globalisasi telah membawa dampak yang cukup besar bagi dunia usaha,
diantaranya adalah perkembangan teknologi yang sangat pesat, perubahan sifat
pasar dari sellers market menjadi buyers market sehingga konsumen menjadi
semakin berkuasa di pasar, dan semakin ketatnya persaingan bisnis. Oleh karena
itu para pelaku bisnis harus merumuskan strategi bisnis yang sekiranya dapat
mengatasi dampak-dampak tersebut. Startegi yang mulai diterapkan oleh
perusahaan-perusahaan di Indonesia adalah membuat serangkaian kegiatan atau
bagian dari promosi penjualan yang bersifat sosial. Perwujudan tanggung jawab
sosial (CSR) diantaranya berupa pembentukan aliasi soisal. Di mana wujud aliansi
sosial yang populer dari CSR adalah Cause Related Marketing (CRM). Cause
dipahami sebagai kegiatan sosial yang didukung oleh perusahaan melalui aktifitas
pengumpulan dana yang mengajak konsumen untuk ikut berpartisipasi dengan
membeli produk dengan label tertentu. Program CRM Aqua 1 liter Aqua untuk 10
liter air bersih adalah program tanggung jawab sosial dengan mekanisme unik dan
inovatif sehingga diharapkan dapat meningkatkan loyalitas para penggunanya.
Masalah yang dibahas dalam penelitian ini adalah : Seberapa besar pengaruh
program Cause Related Marketing (CRM) terhadap loyalitas pengguna produk air
mineral Aqua (Studi pada mahasiswa Fakultas Ekonomi Universitas Lampung)?
Elisa Br Ginting
Penelitian ini bertujuan untuk mengetahui besarnya pengaruh program Cause
Related Marketing (CRM) terhadap loyalitas pengguna produk Air Mineral Aqua
(Studi pada mahasiswa Fakultas Ekonomi Universitas Lampung) dan Untuk
mengetahui dimensi Cause Related Marketing (CRM) manakah yang paling
berpengaruh terhadap loyalitas pengguna produk air mineral Aqua.
Hipotesis dalam penelitian ini adalah “ Program Cause Related Marketing (CRM)
berpengaruh positif terhadap loyalitas pengguna produk air mineral Aqua (Studi
pada mahasiswa Fakultas Ekonomi Universitas Lampung). Pada penelitian ini
mahasiswa yang menjadi responden yakni dari angkatan akademik tahun 2006-
2009 yang dilakukan dengan teknik nonprobability sampling dengan cara
purposive sampling dan jumlah sampel yang diperoleh sebanyak 97 responden.
Alat analisis yang digunakan adalah analisis kualitatif dan analisis kuantitatif.
Analisis kualitatif menganalisis permasalahan dan mencari jalan pemecahan
masalah dengan menggunakan data yang terkumpul dari hasil kuesioner yang
dihubungkan dengan teori pemasaran atau pendekatan-pendekatan yang berkaitan
dengan program CRM dalam menganalisis pengaruh terhadap loyallitas pengguna
AMDK Aqua di Fakultas Ekonomi Universitas Lampung. Analisis kuantitatif
dilakukan dengan menggunakan regresi binary logistik dengan bantuan SPSS
13.0
Berdasarkan hasil perhitungan diketahui bahwa pengaruh program Cause
Related Marketing (CRM) “1 untuk 10” terhadap loyallitas pengguna Produk
AMDK Aqua di Fakultas Ekonomi Universitas Lampung signifikan pada tingkat
signifikan yang digunakan yaitu 0,05 dengan probabilitas 0.000. Maka dapat
disimpulkan bahwa program CRM berpengaruh dalam meningkatkan loyalitas
pengguna produk AMDK merek Aqua. Uji ketepatan model regresi binary
logistik dengan uji Hosmer and Lemeshow diperoleh nilai chi square = 7.435
dengan level keyakinan sebesar 0,491. Angka tersebut lebih besar dari 0,05 atau 5
persen maka Ho diterima yang berarti model yang dihipotesakan fit dengan data.
Nilai Nagelkerke R2 sebesar 0.209 berarti bahwa variabel program Cause Related
Elisa Br Ginting
Marketing (CRM) mampu memberikan pengaruh dalam meningkatkan loyalitas
pengguna produk AMDK merek Aqua sebesar 20.9 % sedangkan sisanya 79.1 %
dipengaruhi dari variabel lain di luar model. Dimensi Cause Related Marketing
(CRM) yang memiliki nilai signifikansi t < .05 yaitu dimensi kesesuaian dan
dimensi jumlah investasi dengan nilai signifikan t sebesar .029 dan .028. Oleh
karena itu, dapat disimpulkan bahwa dimensi kesesuaian dan jumlah investasi
berpengaruh secara signifikan terhadap variabel loyalitas pengguna. Sementara
itu, 2 (dua) dimensi lainnya yakni durasi dan keterlibatan manajemen masingmasing memiliki nilai signifikan t sebesar .454 dan .718 . Kedua nilai tersebut
> dari .05, sehingga dapat disimpulkan bahwa dimensi durasi dan keterlibatan
manajemen tidak berpengaruh secara signifikan terhadap loyalitas pengguna
produk AMDK merek Aqua.
Abstract
The globalization era has brought a tremendous impact for businesses, such as rapid
technological developments, changes of the market behavior from market sellers market
to buyers market so that consumers will become increasingly powerful in the market, and
increasing competition in business. Therefore, businessmen should formulate a business
strategy that can be overcome if those impacts. Strategy that was applied by companies in
Indonesia are making a series of activities or a part of sales promotion are social.
Embodiment of social responsibility (CSR), among others, soisal alliance formation.
Where is a popular form of social alliance of CSR is a Cause Related Marketing (CRM).
Cause is understood as a social activity that is supported by the company through
fundraising activities that invite consumers to participate with buy products with a
specific label. CRM Program Aqua 1 liter to 10 liters of clean water is a social
responsibility program with unique and innovative mechanism that is expected to
increase the loyalty of its users.
Issues discussed in this research is: How much influence does the program Cause Related
Marketing (CRM) to the loyalty of Aqua mineral water product users (students of Faculty
of Economics Studies at the University of Lampung)?
This study aims to determine how much impact the program Cause Related Marketing
(CRM) product user loyalty Aqua Mineral Water (Study on the students of Faculty of
Economics, University of Lampung), and to know the dimensions of Cause Related
Marketing (CRM) is most influential to the loyalty of users of water products Aqua
minerals.
The hypothesis of this study is "Courses Cause Related Marketing (CRM) positive effect
on loyalty Aqua mineral water product users (students of Faculty of Economics Studies at
the University of Lampung). In this study, students who became respondents of force that
is academic year 2006-2009 conducted by nonprobability sampling technique with the
purposive sampling and the number of samples obtained as many as 97 respondents.
The analysis tools are qualitative analysis and quantitative analysis.Qualitative analysis to
analyze problems and find a solution to the problem by using data collected from
questionnaires that are connected with the theory of marketing or approaches relating to
the CRM program in analyzing the impact of bottled water users loyallitas Aqua at the
Faculty of Economics, University of Lampung. Analisis kuantitatif dilakukan dengan
menggunakan regresi binary logistik dengan bantuan SPSS 13.0 Quantitative analysis
performed using binary logistic regression with SPSS 13.0
Based on the calculation result known that the effect of the program Cause Related
Marketing (CRM) "1 for 10" to the user loyallitas Aqua bottled water products in the
Faculty of Economics, University of Lampung significant at the significance level used is
0.05 with probability 0.000. So we can conclude that CRM programs influence to
enhance user loyalty Aqua brand bottled water product. Test the accuracy of binary
logistic regression model with Hosmer and Lemeshow test was obtained value of chi
square = 7435 with a confidence level of 0.491. This figure is greater than 0.05 or 5
percent, the Ho is accepted, which means the hypothesized model fit the data. Nagelkerke
R 2 value of 0209 means that the program variable Cause Related Marketing (CRM) can
give the effect in improving user loyalty Aqua brand bottled water product at 20.9%
while the remaining 79.1% influenced of other variables outside the model. Dimensions
Cause Related Marketing (CRM), which has a significant value of t <.05 ie dimensions
and dimensional conformity with the investment of significant value t equal to .029 and
.028. Therefore, we can conclude that the dimensions of appropriateness and amount of
investment significantly influence users' loyalty variable. Meanwhile, 2 (two), ie,
duration and other dimensions of management involvement each has a significant value
of t equal to .454 and .718. Both these values> from .05, so it can be concluded that the
duration and dimensions of management's involvement does not significantly influence
brand loyalty Aqua bottled water product users.Elisa Br Ginting NN2016-01-15T03:08:00Z2016-01-15T03:08:00Zhttp://digilib.unila.ac.id/id/eprint/17693This item is in the repository with the URL: http://digilib.unila.ac.id/id/eprint/176932016-01-15T03:08:00ZTHE INFLUENCE OF CAUSE RELATED MARKETING PROGRAM
(CRM) USER LOYALTY TO PRODUCT AQUA MINERAL WATERAbstract
The globalization era has brought a tremendous impact for businesses, such as rapid
technological developments, changes of the market behavior from market sellers market
to buyers market so that consumers will become increasingly powerful in the market, and
increasing competition in business. Therefore, businessmen should formulate a business
strategy that can be overcome if those impacts. Strategy that was applied by companies in
Indonesia are making a series of activities or a part of sales promotion are social.
Embodiment of social responsibility (CSR), among others, soisal alliance formation.
Where is a popular form of social alliance of CSR is a Cause Related Marketing (CRM).
Cause is understood as a social activity that is supported by the company through
fundraising activities that invite consumers to participate with buy products with a
specific label. CRM Program Aqua 1 liter to 10 liters of clean water is a social
responsibility program with unique and innovative mechanism that is expected to
increase the loyalty of its users.
Issues discussed in this research is: How much influence does the program Cause Related
Marketing (CRM) to the loyalty of Aqua mineral water product users (students of Faculty
of Economics Studies at the University of Lampung)?
This study aims to determine how much impact the program Cause Related Marketing
(CRM) product user loyalty Aqua Mineral Water (Study on the students of Faculty of
Economics, University of Lampung), and to know the dimensions of Cause Related
Marketing (CRM) is most influential to the loyalty of users of water products Aqua
minerals.
The hypothesis of this study is "Courses Cause Related Marketing (CRM) positive effect
on loyalty Aqua mineral water product users (students of Faculty of Economics Studies at
the University of Lampung). In this study, students who became respondents of force that
is academic year 2006-2009 conducted by nonprobability sampling technique with the
purposive sampling and the number of samples obtained as many as 97 respondents.
The analysis tools are qualitative analysis and quantitative analysis.Qualitative analysis to
analyze problems and find a solution to the problem by using data collected from
questionnaires that are connected with the theory of marketing or approaches relating to
the CRM program in analyzing the impact of bottled water users loyallitas Aqua at the
Faculty of Economics, University of Lampung. Analisis kuantitatif dilakukan dengan
menggunakan regresi binary logistik dengan bantuan SPSS 13.0 Quantitative analysis
performed using binary logistic regression with SPSS 13.0
Based on the calculation result known that the effect of the program Cause Related
Marketing (CRM) "1 for 10" to the user loyallitas Aqua bottled water products in the
Faculty of Economics, University of Lampung significant at the significance level used is
0.05 with probability 0.000. So we can conclude that CRM programs influence to
enhance user loyalty Aqua brand bottled water product. Test the accuracy of binary
logistic regression model with Hosmer and Lemeshow test was obtained value of chi
square = 7435 with a confidence level of 0.491. This figure is greater than 0.05 or 5
percent, the Ho is accepted, which means the hypothesized model fit the data. Nagelkerke
R 2 value of 0209 means that the program variable Cause Related Marketing (CRM) can
give the effect in improving user loyalty Aqua brand bottled water product at 20.9%
while the remaining 79.1% influenced of other variables outside the model. Dimensions
Cause Related Marketing (CRM), which has a significant value of t <.05 ie dimensions
and dimensional conformity with the investment of significant value t equal to .029 and
.028. Therefore, we can conclude that the dimensions of appropriateness and amount of
investment significantly influence users' loyalty variable. Meanwhile, 2 (two), ie,
duration and other dimensions of management involvement each has a significant value
of t equal to .454 and .718. Both these values> from .05, so it can be concluded that the
duration and dimensions of management's involvement does not significantly influence
brand loyalty Aqua bottled water product users.Elisa Br Ginting NN