4.7. Interpretation and Result Discussion
This research aimed to know the influence of cause related marketing at consumers brand loyalty of Dove HairTherapy in Semarang. Based on research result, respondents
expressed that cause-related marketing could increase brand loyalty. Respondent assess that marketing activity associated with social activity can increase consumers intention to buy
toward a brand of a product, in the end creates consumer loyalty toward the brand. From the research result known that CRM variables that are congruency, duration,
resource invested, and management involvement have a positive influence for brand loyalty of Dove HairTherapy shampoo. Then that statement supported with the result of R
2
test that 41,9 of brand loyalty can be influenced by CRM variables. It happened too when
moderating variable included to the model with R
2
test result 62,1 of brand loyalty can be influenced by CRM variables which moderated by consumer involvement.
4.7.1. The Influence of Congruency to Brand Loyalty
Congruence as the level of correspondence between the cause and the company affect brand loyalty of a product. From the result findings, respondent mostly agree that congruency
between company and supported cause is an important point in doing CRM. Varadarajan and Menon 1988 also said that the match or fit between the cause and the company is one of
importance factor when selecting a cause. The result of this research proofed that Dove Sisterhood is related to and has a
correspondence to Dove Unilever, so Dove Unilever’s action to do the program is right and fit with their business core. From the research also known that Dove Sisterhood is appropriate
with the company, and it is sensible for Dove Unilever to do the program. Dove Sisterhood
social target –women in charge as head of the family- and the cooperation is accurate. When the company and the supported cause are fit and appropriate will increase consumer brand
loyalty. Another example of successful CRM program with company’s congruency in Indonesia is Aqua 1 L for 10 L clean water for NTT, Aqua Danone is producer of water base
product.
4.7.2. The Influence of Duration to Brand Loyalty
The duration of CRM campaign affect brand loyalty of a product. In line with the result of this research with the same variables by Brink 2006, duration becomes variable
that is very influential to brand loyalty compared to the other three variables. This is as according to Till and Nowak 2000 who suggest that the effectiveness of a CRM program
increases with its duration. Varadarajan and Menon 1988 also state that CRM campaigns with a medium-term long-term focus has a higher potential of increasing consumers
perceptions of company image. Thus indicates that duration is a necessary element for CRM program successfulness.
Most of respondent expressed that duration of Dove Sisterhood program and other programs which been executed by Dove Unilever can be included in long term program.
Respondent also expressed that longer program increasing either product image in public view. Longer Dove Sisterhood period is done will make more contribution amounts and more
people will follow and would draws more Dove HairTherapy shampoo buyer.
4.7.3. The Influence of Resource Invested to Brand Loyalty
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