Apakah Digital Cause-Related Marketing Berpengaruh Terhadap Niat Beli Konsumen Muslim Pada Produk UMKM Makanan Halal ?

Yan Putra Timur

Abstract


Penelitian ini bertujuan untuk menganalisis pengaruh Digital Cause-Related Marketing terhadap Niat Beli Konsumen dan Loyalitas Merek konsumen muslim pada produk UMKM makanan halal. Metode yang digunakan dalam penelitian ini adalah kuantitatif, dengan model evaluasi PLS-SEM. Responden yang digunakan adalah 100 orang dengan kriteria beragama Islam berusia 17->65 tahun. Masing-masing variabel diukur melalui skala yang dikembangkan dari beberapa penelitian sebelumnya dengan menggunakan skala Likert 1 sampai 5. Objek penelitian ini adalah “H-Eat”, produsen makanan siap saji halal yang menggunakan strategi Digital Cause-Related Marketing. Hasil penelitian menemukan bahwa Digital Cause-Related Marketing berpengaruh positif dan signifikan terhadap Niat Beli Konsumen dan Loyalitas Merek produk makanan halal. Demikian juga variabel Loyalitas Merek juga memiliki pengaruh menguntungkan yang signifikan terhadap Niat Beli Konsumen makanan halal. Cause-Related Marketing Strategy merupakan strategi yang memberikan efek dan manfaat positif bagi konsumen, perusahaan dan penerima donasi. Di sisi lain, pemasar harus memperhatikan penerapan strategi Digital Cause-Related Marketing. Beberapa penelitian menemukan bahwa strategi ini menyebabkan efek buruk seperti skeptisisme dan mengurangi efek warm glow pada konsumen yang berpartisipasi. Perusahaan atau pemasar harus mampu melakukan komunikasi dengan baik kepada konsumen sebagai pemberi donasi mulai dari tujuan CRM itu sendiri, berapa donasi yang telah terkumpul dan kemana donasi tersebut akan disalurkan


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