BibTex Citation Data :
@article{JAB36364, author = {Nurkholish Majid and Nanik Hariyana}, title = {Cause-Related Marketing Sebagai Kampanye Solidaritas dan Dampaknya Pada Perilaku Konsumen di Masa Pandemi Covid-19}, journal = {Jurnal Administrasi Bisnis}, volume = {10}, number = {1}, year = {2021}, keywords = {Caused Related Marketing; Brand Image; Attitude and Purchase Intention}, abstract = { Covid 19 Desease has impact for society purchase power decrease for product and service ini several sectors especially fastfood restaurant services. Burger King as one of fastfood restaurant sector make a strategy to attract consumer intention to buy its competitors’and several local brand culinary product through social media campaign. Purpose of this research examine how effect of Burger King campaign which formed as Caused Related Marketing (CrM) to Brand Image, Attitude and Purchase Intention. Research using structural analysis with GeSCA method. Research sample are 120 respondents who know Burger King campaign from social media. Result presents that CrM has impact on Brand Image and Attitude. Then Brand Image has impact on Attitude. Attitude has impact on Purchase Intention. But CrM and Brand Image has no effect on Purchase Intention. Pandemi Covid 19 memberikan dampak pada penurunan daya beli masyarakat terhadap produk dan jasa di berbagai sektor tak terkecuali layanan jasa restoran cepat saji. Burgerking sebagai salah satu pelaku usaha restoran cepat saji membuat sebuah strategi guna menarik minat pembelian konsumen melalui kampanye di sosial media untuk melakukan pembelian di restoran cepat saji pesaing dan beberapa pelaku usaha kuliner merek lokal. Kegiatan kampanye yang dikategorikan sebagai aktivitas Caused Related Marketing (CrM) tersebut menjadi kajian bagaimana dampaknya terhadap brand image, sikap dan minat pembelian konsumen. Berdasarkan hasil analisis GESCA dengan melibatkan 150 Sampel yang mengetahui kampanye Burgerking melalui sosial media maka dapat diketahui bahwa CrM memberikan dampak pada peningkatan Brand Image dan Sikap secara langsung dan juga berdampak secara tidak langsung terhadap minat pembelian. }, issn = {2548-4923}, pages = {23--32} doi = {10.14710/jab.v10i1.36364}, url = {https://ejournal.undip.ac.id/index.php/janis/article/view/36364} }
Refworks Citation Data :
Covid 19 Desease has impact for society purchase power decrease for product and service ini several sectors especially fastfood restaurant services. Burger King as one of fastfood restaurant sector make a strategy to attract consumer intention to buy its competitors’and several local brand culinary product through social media campaign. Purpose of this research examine how effect of Burger King campaign which formed as Caused Related Marketing (CrM) to Brand Image, Attitude and Purchase Intention. Research using structural analysis with GeSCA method. Research sample are 120 respondents who know Burger King campaign from social media. Result presents that CrM has impact on Brand Image and Attitude. Then Brand Image has impact on Attitude. Attitude has impact on Purchase Intention. But CrM and Brand Image has no effect on Purchase Intention.
Pandemi Covid 19 memberikan dampak pada penurunan daya beli masyarakat terhadap produk dan jasa di berbagai sektor tak terkecuali layanan jasa restoran cepat saji. Burgerking sebagai salah satu pelaku usaha restoran cepat saji membuat sebuah strategi guna menarik minat pembelian konsumen melalui kampanye di sosial media untuk melakukan pembelian di restoran cepat saji pesaing dan beberapa pelaku usaha kuliner merek lokal. Kegiatan kampanye yang dikategorikan sebagai aktivitas Caused Related Marketing (CrM) tersebut menjadi kajian bagaimana dampaknya terhadap brand image, sikap dan minat pembelian konsumen. Berdasarkan hasil analisis GESCA dengan melibatkan 150 Sampel yang mengetahui kampanye Burgerking melalui sosial media maka dapat diketahui bahwa CrM memberikan dampak pada peningkatan Brand Image dan Sikap secara langsung dan juga berdampak secara tidak langsung terhadap minat pembelian.
Article Metrics:
Last update:
Last update: 2024-11-05 11:10:32
Starting from 2022, the author(s) whose article is published in the Jurnal Administrasi Bisnis (JAB) attain the copyright for their article and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. By submitting the manuscript to JAB, the author(s) agree with this policy. No special document approval is required.
The author(s) guarantee that:
The author(s) retain all rights to the published work, such as (but not limited to) the following rights:
Suppose the article was prepared jointly by more than one author. Each author submitting the manuscript warrants that all co-authors have given their permission to agree to copyright and license notices (agreements) on their behalf and notify co-authors of the terms of this policy. Jurnal Administrasi Bisnis (JAB) will not be held responsible for anything that may arise because of the writer's internal dispute. Jurnal Administrasi Bisnis (JAB) will only communicate with correspondence authors.
Authors should also understand that their articles (and any additional files, including data sets, and analysis/computation data) will become publicly available once published. The license of published articles (and additional data) will be governed by a Creative Commons Attribution-ShareAlike 4.0 International License. Jurnal Administrasi Bisnis (JAB) allows users to copy, distribute, display and perform work under license. Users need to attribute the author(s) and Jurnal Administrasi Bisnis (JAB) to distribute works in journals and other publication media. Unless otherwise stated, the author(s) is a public entity as soon as the article is published.
Jurnal Administrasi Bisnis oleh http://ejournal.undip.ac.id/index.php/janis/ disebarluaskan di bawah Lisensi Creative Commons Atribusi-BerbagiSerupa 4.0 Internasional.
Lihat Pengunjung
