From the data above, it visibly see that out of 100 respondents, only 6 trusting Dove HairTherapy as main brand of shampoo which they choose, and only a number of just 1
trusting Dove HairTherapy as secondary brand. So it can be concluded that level of consumer trust to Dove HairTherapy still low though Dove has consistently executes CSR program.
Even from the result of Indonesia Best Brand 2009 survey about personal product performance between the year 2007-2009 by SWA and MARS Magazines, Dove
HairTherapy is not at all admitted in top five categorized shampoo.
1.2. Problems Statement and Research Questions
Based on the description above, known that though Dove has applied CSR program consistently on their marketing strategy from the year 2005, Dove HairTherapys brand
loyalty still low if it is compared to competitor brands that is not applied CSR in their marketing strategy. Seen on the data before, Dove shampoo having an ineffective WOM
measured by WOMMI and having low brand trust from consumer. In the business rivalry that is increasingly tight and product differentiation that is increasingly difficult to be done, CSR
activity is one alternative way which is innovative and difficult to be imitated by competitors in constructing good relationship with consumer, because every company has their own
strategy. So do with CRM activity which has been done by Dove through Dove Sisterhood. However company shall know if CRM program which they have did brings significant
impact to brand loyalty of Dove HairTherapy or not. Those problems can be replied in accurate figure hence the problem which will be
checked need to be specifically formulated. By using research model from Brink et al 2006, research questions which will be studied in this research listed as follows:
1. How congruence factor influences brand loyalty of Dove HairTherapy?
2. How duration factor influences brand loyalty of Dove HairTherapy?
3. How invested resource factor influences brand loyalty of Dove HairTherapy?
4. How management involvement factor influences brand loyalty of Dove
HairTherapy? 5.
How consumer involvement as moderating factor influences brand loyalty Dove HairTherapy?
1.3. Purpose and Research Benefit
1.3.1. Research Purpose
This study aims to analyze the effect of Cause Related Marketing CRM application on Dove Sisterhood towards consumer brand loyalty of Dove HairTherapy, whether it is
moderated by consumer involvement or not. This research also aimed to investigate the most influencing factor of cause related marketing in order to make the program be more
successful.
1.3.2. Research Benefit
1. Benefit for Writer
This research is an instrument of intellectual and contemplative faculties training to apply all theory and knowledge which has got in class to break an empirical problem through
accountably systematic way and method. Besides, this research is a covenant to fulfill the requirement for obtaining title Bachelor Degree at Economics Faculty Diponegoro
University. 2.
Benefit for Civitas Academica
Result of this research can add empirical research repertoire about science discipline of marketing management, especially concerning Cause Related Marketing.
3. Benefit for Audience
Result of this research can become information and reference for interested parties to Cause Related Marketing problems.
4. Benefit for Company
Result of this research expected to be able to become company input when applying Cause Related Marketing in its marketing strategy.
1.4. Thesis Outline
Outline of the bachelor thesis is described as follows: •
Chapter I Introduction Chapter I provide the research background, problem discussion, research questions,
research purposes, and research benefits. •
Chapter II Literature Review Chapter II contains underlying theories and reviews of the previous study that has a
closer relationship to the subject of this study. It also contains theoretical framework of the study and hypothesis.
• Chapter III Research Methodology
Chapter III explains the research methods. This chapter also includes a definition and operational measurement of the variables, population and sampling frame, data type and data
source. This chapter also describes analysis method used in the research.
• Chapter IV Result and Data Analysis
Chapter IV presents sample overviews, data analysis, and discussion of the research hypothesis.
• Chapter V Conclusions
Chapter V provides the conclusions and implications drawn from the research. It includes the limitations of the study and suggestions.
CHAPTER II
LITERATURE REVIEW
2.1. Theoretical Background 2.1.1. Corporate Social Responsibility
