cause related marketing Dove Sisterhood involves consumer directly in its practice. To be the member of Dove Sisterhood, consumer of Dove HairTherapy must buy
Dove HairTherapy and hereinafter register via dove sisterhood website by inputting their personal data and production code from the shampoo which has been bought.
Consumer involvement was measured by the five facetsantecedents of involvement by Kapferer and Laurent 1985. The scales for measuring consumers’ product
involvement are: - Interest.
- Pleasure. - Sign.
- Risk Importance. - Risk Probability.
3.2. Population and Sample
3.2.1. Population
According to Sekaran 2000 population refers to the entire group of people, events, or things of interest that the researcher wishes to investigate. Population targeted for this
research is consumer of Dove HairTherapy in Semarang. Total population for this research is unknown.
3.2.2. Sample
A sample is thus a subgroup or a subset of the population. It comprises some members selected from the population. In other words, some, but not all, elements of the population
would form the sample Sekaran, 2000. By studying the sample, the researcher would be able to draw conclusions that would be generalized the population of interest.
According to Sekaran 2000, sampling is the process of selecting a sufficient number of elements from the population so that by studying the sample, and understanding the
properties or the characteristics of the sample subjects, it would be possible to generalize the properties or characteristics to the population elements.
Sampling method applied in this research is Accidental Sampling that is sample which retrieve elements taken as sample are women consumer who ever bought or used Dove
HairTherapy and know about Dove Sisterhood program. This study’s sample consists of 17 years female respondent or above. Female
consumer selected as respondents because Dove HairTherapy is a female base for women product, though men also consume this product. So does for Dove Sisterhood program. Also,
this criterion selected because a woman who has having age of 17 years or above shall be deemed to be adult and can make better decision. Besides, respondent have ever done
recurring purchase or use Dove HairTherapy. The consideration of woman who done recurring purchasing assumed to be more understands about the product bought. Then, the
respondents should know about Dove Sisterhood program. Because the population number is unknown, sample calculation used is based on
Widiyanto 2008, and then sample calculation with estimated error 10 is as follow:
n =
2 2
4 moe Z
n =
2 2
1 ,
4 96
, 1
= 96,04
Explanation : n
= Total sample Z
= Normal distribution level
Moe = Maximum Margin of Error To make the data collecting easier, this research use 100 respondents as sample
based on Ghozali 2009 recommendation that the good sample size use for research is between 100 and 200.
3.3. Types and Source of Data
