EXPLORING FACTORS INFLUENCE CUSTOMER PURCHASE INTENTION ON CAUSE-RELATED MARKETING ASSOCIATED PRODUCT

• Main Author: Rasyid Rusdiansyah, Fadel
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/52330
• Institution: Institut Teknologi Bandung

The growth of textile waste and the imbalance of education in Indonesia are important to be overcome for the future environment quality and education sustainability. It behoves Sadari Sedari as a nonprofit organization to strive in their missions for those causes. This study aims to observe the factors that influence customer intention to purchase products that are associated with cause-related marketing in Sadari Sedari, and trace the linkage between them. In this research, The Theory of Planned Behavior (TPB) is used to design framework with additional variables of cause involvement and brand-cause fit. Survey is conducted with 205 respondents within the age dominated by 18-23, domiciled in Jabodetabek and Bandung. Furthermore, the data processed with the PLS-SEM method. The research discovers that customers’ attitude, subjective norm, and perceived behavioral control has significantly influenced their purchase intention. The attitude found to be positively significant affected by brand-cause fit. The research designed with case study of Sadari Sedari, it provides insights especially for Sadari Sedari, and could be reference for nonprofit organizations, or businesses in social activity implementation (e.g cause-related marketing, social marketing, corporate social responsibility) to develop social initiatives by exploring variables of cause involvement, brand-cause fit, attitude, subjective norm, and perceived behavioral control. Moreover, these findings could be reference for researchers to use TPB to evaluate customer purchase intention in cause-related marketing