THE INFLUENCE OF CAUSE RELATED MARKETING PROGRAM (CRM) USER LOYALTY TO PRODUCT AQUA MINERAL WATER
ABSTRACT
THE INFLUENCE OF CAUSE RELATED MARKETING PROGRAM
(CRM) USER LOYALTY TO PRODUCT AQUA MINERAL WATER
(A case study on students of the Faculty of Economics, University of Lampung)
Elisa Br Ginting
The globalization era has brought a tremendous impact for businesses, such as rapid
technological developments, changes of the market behavior from market sellers market
to buyers market so that consumers will become increasingly powerful in the market, and
increasing competition in business. Therefore, businessmen should formulate a business
strategy that can be overcome if those impacts. Strategy that was applied by companies in
Indonesia are making a series of activities or a part of sales promotion are social.
Embodiment of social responsibility (CSR), among others, soisal alliance formation.
Where is a popular form of social alliance of CSR is a Cause Related Marketing (CRM).
Cause is understood as a social activity that is supported by the company through
fundraising activities that invite consumers to participate with buy products with a
specific label. CRM Program Aqua 1 liter to 10 liters of clean water is a social
responsibility program with unique and innovative mechanism that is expected to
increase the loyalty of its users.
Issues discussed in this research is: How much influence does the program Cause Related
Marketing (CRM) to the loyalty of Aqua mineral water product users (students of Faculty
of Economics Studies at the University of Lampung)?
This study aims to determine how much impact the program Cause Related Marketing
(CRM) product user loyalty Aqua Mineral Water (Study on the students of Faculty of
Economics, University of Lampung), and to know the dimensions of Cause Related
Marketing (CRM) is most influential to the loyalty of users of water products Aqua
minerals.
The hypothesis of this study is "Courses Cause Related Marketing (CRM) positive effect
on loyalty Aqua mineral water product users (students of Faculty of Economics Studies at
the University of Lampung). In this study, students who became respondents of force that
is academic year 2006-2009 conducted by nonprobability sampling technique with the
purposive sampling and the number of samples obtained as many as 97 respondents.
The analysis tools are qualitative analysis and quantitative analysis.Qualitative analysis to
analyze problems and find a solution to the problem by using data collected from
questionnaires that are connected with the theory of marketing or approaches relating to
the CRM program in analyzing the impact of bottled water users loyallitas Aqua at the
Faculty of Economics, University of Lampung. Analisis kuantitatif dilakukan dengan
menggunakan regresi binary logistik dengan bantuan SPSS 13.0 Quantitative analysis
performed using binary logistic regression with SPSS 13.0
Based on the calculation result known that the effect of the program Cause Related
Marketing (CRM) "1 for 10" to the user loyallitas Aqua bottled water products in the
Faculty of Economics, University of Lampung significant at the significance level used is
0.05 with probability 0.000. So we can conclude that CRM programs influence to
enhance user loyalty Aqua brand bottled water product. Test the accuracy of binary
logistic regression model with Hosmer and Lemeshow test was obtained value of chi
square = 7435 with a confidence level of 0.491. This figure is greater than 0.05 or 5
percent, the Ho is accepted, which means the hypothesized model fit the data. Nagelkerke
R 2 value of 0209 means that the program variable Cause Related Marketing (CRM) can
give the effect in improving user loyalty Aqua brand bottled water product at 20.9%
while the remaining 79.1% influenced of other variables outside the model. Dimensions
Cause Related Marketing (CRM), which has a significant value of t dari 0.05 artinya
bahwa hipotesis yang diajukan dapat diterima.
4. Dari hasil analisis, terdapat 2 (dua) dimensi Cause Related Marketing
(CRM) yang berpengaruh secara signifikan terhadap loyalitas pengguna
yaitu dimensi kesesuaian dan dimensi jumlah investasi.
5.2 Saran
Berdasarkan kemsimpulan yang diperoleh dalam penelitian ini, maka terdapat
beberapa saran yang ingin peneliti ajukan terkait dengan tema dan tujuan
penelitian ini, antara lain sebagai berikut :
1. Program Cause Related Marketing (CRM) Aqua “ 1 untuk 10” yang
dilakukan oleh Aqua memberikan pengaruh positif terhadap loyalitas
pengguna , akan tetapi pengaruhnya tidak terlalu signifikan terhadap usaha
meningkatkan loyalitas penggunanya. Oleh karena itu, pihak Aqua
disarankan akan lebih baik untuk tidak melanjutkan program Cause
Related Marketing (CRM) Aqua “ 1 untuk 10” yang telah
dilaksanakannya.
2. Kesuksesan suatu program yang memiliki dimensi sosial salah satunya
ditentukan oleh persepsi dan target konsumen yang tercipta karena adanya
94
integrasi informasi yang baik dalam jangka waktu yang panjang sehingga
tetanam di benak konsumen. Olek karena itu, pihak manajemen Aqua
perlu untuk memberikan waktu promosi yang lebih panjang kepada
konsumen mengenai program Cause Related Marketing (CRM) Aqua “ 1
untuk 10”.
3. Program Cause Related Marketing (CRM) Aqua “ 1 untuk 10” memiliki
keunggulan yang diperoleh melalui dimensi kesesuaian dan dimensi
jumlah investasi . Hal ini dikerenakan kedua dimensi ini memiliki
pengaruh yang signifikan terhadap loyalitas pengguna. Oleh karena itu,
pihak manajemen Aqua sebaiknya tetap fokus utuk mempertahankan
keunggulannya tersebut jika tetap memutuskan untuk melanjutkan
program Cause Related Marketing (CRM) Aqua “ 1 untuk 10” di tahuntahun mendatang. Kesuksesan suatu program
4. Kesuksesan suatu program cause juga diukur dari keterlibatan konsumen
yang tinggi, sehingga dapat terhadap loyalitas yang berakibat pada
peningkatan volume panjualan, dala penelitian keterlibatan manajemen
Aqua dalam progra CRM ”1 untk 10” tidsk berpengaruh secara signifikan
terhadap loyalitas pengguna dikarenakan pengguna atau responden yang
menjai sebaran kuesioner tidak melihat dan merasakan secara langsung
keterlibatan manajemen dalam program tersebut. Oleh karena itu jika
pihak Aqua ingin melanjutkan program ini dan berharap dapat
meningkatkan loyalitas penggunanya khusus nya mahasiswa dan
masyarakat lampung sebaiknya program tersebut dilakukan lebih merata di
berbagai daerah di Indonesia.
95
THE INFLUENCE OF CAUSE RELATED MARKETING PROGRAM
(CRM) USER LOYALTY TO PRODUCT AQUA MINERAL WATER
(A case study on students of the Faculty of Economics, University of Lampung)
Elisa Br Ginting
The globalization era has brought a tremendous impact for businesses, such as rapid
technological developments, changes of the market behavior from market sellers market
to buyers market so that consumers will become increasingly powerful in the market, and
increasing competition in business. Therefore, businessmen should formulate a business
strategy that can be overcome if those impacts. Strategy that was applied by companies in
Indonesia are making a series of activities or a part of sales promotion are social.
Embodiment of social responsibility (CSR), among others, soisal alliance formation.
Where is a popular form of social alliance of CSR is a Cause Related Marketing (CRM).
Cause is understood as a social activity that is supported by the company through
fundraising activities that invite consumers to participate with buy products with a
specific label. CRM Program Aqua 1 liter to 10 liters of clean water is a social
responsibility program with unique and innovative mechanism that is expected to
increase the loyalty of its users.
Issues discussed in this research is: How much influence does the program Cause Related
Marketing (CRM) to the loyalty of Aqua mineral water product users (students of Faculty
of Economics Studies at the University of Lampung)?
This study aims to determine how much impact the program Cause Related Marketing
(CRM) product user loyalty Aqua Mineral Water (Study on the students of Faculty of
Economics, University of Lampung), and to know the dimensions of Cause Related
Marketing (CRM) is most influential to the loyalty of users of water products Aqua
minerals.
The hypothesis of this study is "Courses Cause Related Marketing (CRM) positive effect
on loyalty Aqua mineral water product users (students of Faculty of Economics Studies at
the University of Lampung). In this study, students who became respondents of force that
is academic year 2006-2009 conducted by nonprobability sampling technique with the
purposive sampling and the number of samples obtained as many as 97 respondents.
The analysis tools are qualitative analysis and quantitative analysis.Qualitative analysis to
analyze problems and find a solution to the problem by using data collected from
questionnaires that are connected with the theory of marketing or approaches relating to
the CRM program in analyzing the impact of bottled water users loyallitas Aqua at the
Faculty of Economics, University of Lampung. Analisis kuantitatif dilakukan dengan
menggunakan regresi binary logistik dengan bantuan SPSS 13.0 Quantitative analysis
performed using binary logistic regression with SPSS 13.0
Based on the calculation result known that the effect of the program Cause Related
Marketing (CRM) "1 for 10" to the user loyallitas Aqua bottled water products in the
Faculty of Economics, University of Lampung significant at the significance level used is
0.05 with probability 0.000. So we can conclude that CRM programs influence to
enhance user loyalty Aqua brand bottled water product. Test the accuracy of binary
logistic regression model with Hosmer and Lemeshow test was obtained value of chi
square = 7435 with a confidence level of 0.491. This figure is greater than 0.05 or 5
percent, the Ho is accepted, which means the hypothesized model fit the data. Nagelkerke
R 2 value of 0209 means that the program variable Cause Related Marketing (CRM) can
give the effect in improving user loyalty Aqua brand bottled water product at 20.9%
while the remaining 79.1% influenced of other variables outside the model. Dimensions
Cause Related Marketing (CRM), which has a significant value of t dari 0.05 artinya
bahwa hipotesis yang diajukan dapat diterima.
4. Dari hasil analisis, terdapat 2 (dua) dimensi Cause Related Marketing
(CRM) yang berpengaruh secara signifikan terhadap loyalitas pengguna
yaitu dimensi kesesuaian dan dimensi jumlah investasi.
5.2 Saran
Berdasarkan kemsimpulan yang diperoleh dalam penelitian ini, maka terdapat
beberapa saran yang ingin peneliti ajukan terkait dengan tema dan tujuan
penelitian ini, antara lain sebagai berikut :
1. Program Cause Related Marketing (CRM) Aqua “ 1 untuk 10” yang
dilakukan oleh Aqua memberikan pengaruh positif terhadap loyalitas
pengguna , akan tetapi pengaruhnya tidak terlalu signifikan terhadap usaha
meningkatkan loyalitas penggunanya. Oleh karena itu, pihak Aqua
disarankan akan lebih baik untuk tidak melanjutkan program Cause
Related Marketing (CRM) Aqua “ 1 untuk 10” yang telah
dilaksanakannya.
2. Kesuksesan suatu program yang memiliki dimensi sosial salah satunya
ditentukan oleh persepsi dan target konsumen yang tercipta karena adanya
94
integrasi informasi yang baik dalam jangka waktu yang panjang sehingga
tetanam di benak konsumen. Olek karena itu, pihak manajemen Aqua
perlu untuk memberikan waktu promosi yang lebih panjang kepada
konsumen mengenai program Cause Related Marketing (CRM) Aqua “ 1
untuk 10”.
3. Program Cause Related Marketing (CRM) Aqua “ 1 untuk 10” memiliki
keunggulan yang diperoleh melalui dimensi kesesuaian dan dimensi
jumlah investasi . Hal ini dikerenakan kedua dimensi ini memiliki
pengaruh yang signifikan terhadap loyalitas pengguna. Oleh karena itu,
pihak manajemen Aqua sebaiknya tetap fokus utuk mempertahankan
keunggulannya tersebut jika tetap memutuskan untuk melanjutkan
program Cause Related Marketing (CRM) Aqua “ 1 untuk 10” di tahuntahun mendatang. Kesuksesan suatu program
4. Kesuksesan suatu program cause juga diukur dari keterlibatan konsumen
yang tinggi, sehingga dapat terhadap loyalitas yang berakibat pada
peningkatan volume panjualan, dala penelitian keterlibatan manajemen
Aqua dalam progra CRM ”1 untk 10” tidsk berpengaruh secara signifikan
terhadap loyalitas pengguna dikarenakan pengguna atau responden yang
menjai sebaran kuesioner tidak melihat dan merasakan secara langsung
keterlibatan manajemen dalam program tersebut. Oleh karena itu jika
pihak Aqua ingin melanjutkan program ini dan berharap dapat
meningkatkan loyalitas penggunanya khusus nya mahasiswa dan
masyarakat lampung sebaiknya program tersebut dilakukan lebih merata di
berbagai daerah di Indonesia.
95