The investment of CRM has been increasing rapidly overtime. Companies no longer see CRM as a social responsibility, but associate CRM with marketing objectives. This research has the purpose to know: (1) The impact of canse related marketing (CRM) towards purchase intention of Mllennials in Indonesia; (2) The impact of cause related marketing towards purchase intention of Millennials in Indonesia mediated by brand equity; (3) Which of the elements of canse related marketing has significant impact towards purchase intention. This research uses simple random sampling method. The researchers have gathered 160 responses which fulfill the criteria. The data has passed the reliability, validity and classic assumption test prior to regression test and mediation analysis. There are several findings from this research. CRM has significant impact towards purchase intention of Mllennials in Indonesia with or without brand equity as the mediating variable. Two out of five elements of CRM, which are skepticism and consumers motive are proven to have significant impact towards purchase intention of Lifebuoy products.

Creator(s)

• (34412025) PAMELA FELITA KAHAR
• (34412054) MELISA NUGROHO

Contributor(s)

• Lianto, S.E., MFM. → Advisor 1
• Ricky Wang → Examination Committee 1

Publisher

Universitas Kristen Petra; 2016

Language

Indonesian

Category

s1 – Undergraduate Thesis

Sub Category

Skripsi/Undergraduate Thesis

Source

Undergraduate Thesis No. 34010232/MAN/2016; Pamela Felita Kahar (34412025); Melisa Nugroho (34412054)

Subject(s)

• YOUNG CONSUMERS-ASIA
• CONSUMERS PREFERENCES
• MARKETING-MANAGEMENT
• BRAND CHOICE

File(s)

• jiunkpe-is-s1-2016-34412025-36915-related_marketing-cover.pdf
• jiunkpe-is-s1-2016-34412025-36915-related_marketing-abstract_toc.pdf