PENGARUH CAUSE RELATED MARKETING, CORPORATE IMAGE, DAN BRAND ATTRACTIVENESS TERHADAP CONSUMER PURCHASE DECISION PRODUK THE BODY SHOP DI JAKARTA BARAT

JEREMI KORAYAN; WIBISONO SOEDIONO

PENGARUH CAUSE RELATED MARKETING, CORPORATE IMAGE, DAN BRAND ATTRACTIVENESS TERHADAP CONSUMER PURCHASE DECISION PRODUK THE BODY SHOP DI JAKARTA BARAT

Authors

JEREMI KORAYAN Trisakti School of Management
WIBISONO SOEDIONO Trisakti School of Management

Keywords:

Cause related marketing, corporate image, brand attractiviness, consumer purchase decision

Abstract

The purpose of this study is to know how the influence of cause related marketing, corporate image, and brand attractiveness to consumer purchase decision product of The Body Shop at West Jakarta. The research design used in descriptive research and causality research. The sampling used in this research is nonprobability sampling by purposive sampling methods and will require 100 respondents. The respondents are considered as consumer that are purchasing the products of The Body Shop by using their own incomes. The total of entry data was analyzed using multiple regression. The result have shown that there are influence among cause related marketing, corporate image and brand attractiveness with consumer purchase decision product of The Body Shop at West Jakarta.

Published

2021-03-11

How to Cite

KORAYAN, JEREMI, and WIBISONO SOEDIONO. 2021. “PENGARUH CAUSE RELATED MARKETING, CORPORATE IMAGE, DAN BRAND ATTRACTIVENESS TERHADAP CONSUMER PURCHASE DECISION PRODUK THE BODY SHOP DI JAKARTA BARAT”. E-Jurnal Manajemen Trisakti School of Management (TSM) 1 (1):45-52. https://jurnaltsm.id/index.php/EJMTSM/article/view/980.