THE INFLUENCE OF CAUSE-RELATED MARKETING TOWARDS PURCHASE INTENTION WITH MEDIATING ROLE OF BRAND AWARENESS IN LOCAL FASHION BRANDS INDONESIA

• Main Author: Maharani Feminingtyas, Arum
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/40947
• Institution: Institut Teknologi Bandung

companies operating in the market, represented by the form of a partnership in a creative manner which companies, nonprofit organization, and customers makes charities for collective benefits and believed as the most effective marketing strategy rather than others, as customers have shifting paradigms in perception and recognition towards products that they are increasingly looking for products or brand that also have positive shared value in the surroundings. CRM used by brand marketers who believes that this approach significantly helps to improve the purchase intention. However, there also might be a possibility that a company will not operate successfully until and unless consumers are aware of that brand and its products first, because of the awareness that product has been able to generate in the minds of the customers. Furthermore, there is no any research about this relationship in the small and SME area yet, in this context, local fashion brands Indonesia. Realizing that brand awareness may play a significant role in the relationship between CRM towards purchase intention of the products of brands, researchers want to get more inclusive and realistic understanding about this relationship in the context of local fashion brands Indonesia area. This research used quantitative approach with questionnaire with total of 236 respondents that have an interest in local fashion brands and an Instagram user. The data were analyzed using mediation regression analysis. There is an interesting finding as the result of this study that there is no mediation of brand awareness in the relationship between CRM and purchase intention in local fashion brands area, which is very different in corporate context where the mediation occurred. As for that, entrepreneurs of local fashion brands Indonesia may know that brand awareness did not play an important role in enhancing CRM towards purchase intention, so they could improve the CRM campaign purely by the CRM aspect itself or other variable other than brand awareness.