Driving Global Apparel Consumption: The Impact of Cause Marketing on Indonesian Fashion Purchases Mendorong Konsumsi Pakaian Global: Dampak Cause Marketing terhadap Pembelian Produk Fashion di Indonesia
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Published:
Apr 1, 2024
Keywords:
Brand Attractiveness, Brand Credibility, Consumer Behaviour, Cause-related Marketing, Purchase Intention
Main Article Content
Abstract
This study employs a quantitative approach to investigate the role of cause-related marketing (Cr-M) in enhancing purchase intention for Chikigo, a local fashion brand in Indonesia. Utilizing Partial Least Squares (PLS) analysis via Smartpls 3.0 software, data from 64 respondents gathered through online questionnaires were analyzed. The findings reveal a positive impact of attitudes toward cause-related marketing on brand attractiveness, brand image, and purchase intention. Moreover, brand credibility significantly influences attitudes toward cause-related marketing. While brand image positively affects purchase intention, brand attractiveness and credibility do not significantly influence purchase intention for Chikigo's local fashion brand. These results contribute to understanding consumer behavior in the context of cause-related marketing and have implications for marketers seeking to promote local fashion brands in Indonesia.
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Copyright (c) 2024 Santi Rimadias, Marissa Grace Haque
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
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Tammelin, Mia, Kaisa Malinen, Anna Rönkä, and Melissa Verhoef. 2017. "Work Schedules and Work–Family Conflict Among Dual Earners in Finland, the Netherlands, and the United Kingdom." Journal of Family Issues 38(1):3–24. doi: 10.1177/0192513X15585810.
Thamaraiselvan, N., B. Senthil Arasu, and J. Daniel Inbaraj. 2017. "Role of Celebrity in Cause Related Marketing." International Review on Public and Nonprofit Marketing 14(3):341–57. doi: 10.1007/s12208-017-0176-0.
Thomas, Sujo, and Ashwin Jadeja. 2021. "Psychological Antecedents of Consumer Trust in CRM Campaigns and Donation Intentions: The Moderating Role of Creativity." Journal of Retailing and Consumer Services 61(March):102589. doi: 10.1016/j.jretconser.2021.102589.
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Zarei, Azim, Davood Feiz, and Hadi Moradi. 2020. "Promoting Consumer Loyalty and Resilience to Negative Information through Brand Identity Sub-Components: An Empirical Investigation in the Luxury Electronics Goods." Journal of Islamic Marketing 12(9):1820–34. doi: 10.1108/JIMA-02-2020-0056.
Azizan, Nurul Sakinah, and Maha Mohammed Yusr. 2019. "The Influence of Customer Satisfaction, Brand Trust, and Brand Image Towards Customer Loyalty." International Journal of Entrepreneurship and Management Practices 2(7):93–108. doi: 10.35631/ijemp.270010.
Chin, Phaik Nie, Salmi Mohd Isa, and Yasmin Alodin. 2020. "The Impact of Endorser and Brand Credibility on Consumers' Purchase Intention: The Mediating Effect of Attitude towards Brand and Brand Credibility." Journal of Marketing Communications 26(8):896–912. doi: 10.1080/13527266.2019.1604561.
e Silva, Susana Costa, Paulo Duarte, Joana César Machado, and Carla Martins. 2020. "Cause-Related Marketing in Online Environment: The Role of Brand-Cause Fit, Perceived Value, and Trust." International Review on Public and Nonprofit Marketing 17(2):135–57. doi: 10.1007/s12208-019-00237-z.
Eker Iscioglu, Tutku, and Eser Borak. 2020. "To Trust or Not to Trust? Consumer Responses to Cause-Related Marketing." Journal of International Food and Agribusiness Marketing 32(2):97–122. doi: 10.1080/08974438.2019.1599752.
Elbedweihy, Alaa M., Chanaka Jayawardhena, Mohamed H. Elsharnouby, and Tamer H. Elsharnouby. 2016. "Customer Relationship Building: The Role of Brand Attractiveness and Consumer-Brand Identification." Journal of Business Research 69(8):2901–10. doi: 10.1016/j.jbusres.2015.12.059.
Fu, Jen Ruei, I. Wei Lu, Jessica H. F. Chen, and Cheng Kiang Farn. 2020. "Investigating Consumers' Online Social Shopping Intention: An Information Processing Perspective." International Journal of Information Management 54(June):102189. doi: 10.1016/j.ijinfomgt.2020.102189.
Hair, J. F., J. J. Risher, M. Sarstedt, and C. M. Ringle. 2018. "The Results of PLS-SEM Article Information." European Business Review 31(1):2–24.
Islam, Talat, and Mawra Hussain. 2022. "How Consumer Uncertainty Intervene Country of Origin Image and Consumer Purchase Intention? The Moderating Role of Brand Image." International Journal of Emerging Markets. doi: 10.1108/IJOEM-08-2021-1194.
Jin, Liyin, and Yanqun He. 2018. "How the Frequency and Amount of Corporate Donations Affect Consumer Perception and Behavioral Responses." Journal of the Academy of Marketing Science 46(6):1072–88. doi: 10.1007/s11747-018-0584-7.
Kakati, Rinalini Pathak, and Anubhuti Deorah. 2019. "Linking Brand Attractiveness for Brand Personality Development- Local , National and Global Brand in the Processed Food Industry of India." Academia.Edu 6(September):153–76.
Kemenko Perekonomian. 2022. “Perkembangan UMKM Sebagai Critical Engine Perekonomian Nasional Terus Mendapatkan Dukungan Pemerintah.” Kementerian Koordinator Bidang Perekonomian 1–2.
Lee, Jaemin, First Author, and Corresponding Author. 2020. "Effects of Aesthetic Brands on the Brand Experience and Consumer Evaluation1." Journal of Wellbeing Management and Applied Psychology 3(3):15–19.
Lerro, Marco, Maria Raimondo, Marcello Stanco, Concetta Nazzaro, and Giuseppe Marotta. 2019. "Cause Related Marketing among Millennial Consumers: The Role of Trust and Loyalty in the Food Industry." Sustainability (Switzerland) 11(2). doi: 10.3390/su11020535.
Lin, Hung Ming, Min Hsien Lee, Jyh Chong Liang, Hsin Yi Chang, Pinchi Huang, and Chin Chung Tsai. 2020. "A Review of Using Partial Least Square Structural Equation Modeling in E-Learning Research." British Journal of Educational Technology 51(4):1354–72. doi: 10.1111/bjet.12890.
Loh, Xiu Ming, Voon Hsien Lee, Garry Wei Han Tan, Keng Boon Ooi, and Yogesh K. Dwivedi. 2021. "Switching from Cash to Mobile Payment: What's the Hold-Up?" Internet Research 31(1):376–99. doi: 10.1108/INTR-04-2020-0175.
Maharani Feminingtyas, Arum, and Lidia Mayangsari. 2020. "The Influence of Cause Related Marketing Towards Purchase Intention in Local Fashion Brands Indonesia." KnE Social Sciences 2020:1106–19. doi: 10.18502/kss.v4i6.6665.
Mehmood, Tahir, and Bilal Ahmed. 2016. "The Diversity in the Applications of Partial Least Squares: An Overview." Journal of Chemometrics 30(1):4–17. doi: 10.1002/cem.2762.
Natarajan, Thamaraiselvan, Senthil Arasu Balasubramaniam, and Daniel Inbaraj Jublee. 2016. "A Journey of Cause Related Marketing from 1988 to 2016." International Journal of Business and Management 11(11):247. doi: 10.5539/ijbm.v11n11p247.
Partouche, Judith, Saeedeh Vessal, Insaf Khelladi, Sylvaine Castellano, and Georgia Sakka. 2020. "Effects of Cause-Related Marketing Campaigns on Consumer Purchase Behavior among French Millennials: A Regulatory Focus Approach." International Marketing Review 37(5):923–43. doi: 10.1108/IMR-12-2018-0348.
Patel, Jayesh D., Dharmesh D. Gadhavi, and Yupal S. Shukla. 2017. "Consumers' Responses to Cause Related Marketing: Moderating Influence of Cause Involvement and Skepticism on Attitude and Purchase Intention." International Review on Public and Nonprofit Marketing 14(1):1–18. doi: 10.1007/s12208-016-0151-1.
Purwanto, Agus, Marissa Grace Haque, Denok Sunarsih, and Masduki Asbari. 2021. "The Role of Brand Image, Food Safety, Awareness, Certification on Halal Food Purchase Intention: An Empirical Study on Indonesian Consumers." Journal of Industrial Engineering & Management Research (JIEMAR) 2(3):42–52.
Ragab, Mohamed AF, and Amr Arisha. 2017. "Research Methodology in Business: A Starter's Guide." Management and Organizational Studies 5(1):1. doi: 10.5430/mos.v5n1p1.
Rimadias, Santi, Yunita Werdiningsih, and Ahmad Farhan Baqi. 2022. “Social Media Marketing on Instagram: Peran Beauty Influencer Dalam Pemasaran Scarlett Whitening Di Media Sosial Instagram.” Jurnal Manajemen Dan Bisnis 7(1):88–100.
Sekaran, U., & Bougie, R. 2016. Research Methods for Business: A Skill Building Approach. john wiley & sons.
Shetty, Swapna J., Molly Sanjay Chaudhuri, and Ankitha Shetty. 2021. "The Influence of Cause-Related Marketing on Millennials' Purchase Intentions: Evidence of CSR from an Emerging Economy." Gadjah Mada International Journal of Business 23(2):137–54. doi: 10.22146/gamaijb.55069.
Shindy, Shindy, and Evo Sampetua Hariandja. 2021. "The Influence of Brand Credibility towards Words of Mouth of Fashion Brand." Journal of Economics, Business, & Accountancy Ventura 23(3). doi: 10.14414/jebav.v23i3.2386.
Silvita, Agmasari; 2021. “PDB Ekonomi Kreatif Indonesia.” 1–12. Retrieved (https://www.kompas.com/food/read/2021/08/11/210300375/sektor-kuliner-penyumbang-terbesar-pdb-ekonomi-kreatif-indonesia?lgn_method=google).
Tammelin, Mia, Kaisa Malinen, Anna Rönkä, and Melissa Verhoef. 2017. "Work Schedules and Work–Family Conflict Among Dual Earners in Finland, the Netherlands, and the United Kingdom." Journal of Family Issues 38(1):3–24. doi: 10.1177/0192513X15585810.
Thamaraiselvan, N., B. Senthil Arasu, and J. Daniel Inbaraj. 2017. "Role of Celebrity in Cause Related Marketing." International Review on Public and Nonprofit Marketing 14(3):341–57. doi: 10.1007/s12208-017-0176-0.
Thomas, Sujo, and Ashwin Jadeja. 2021. "Psychological Antecedents of Consumer Trust in CRM Campaigns and Donation Intentions: The Moderating Role of Creativity." Journal of Retailing and Consumer Services 61(March):102589. doi: 10.1016/j.jretconser.2021.102589.
Vyravene, Revadee, and Fazlul K. Rabbanee. 2016. "Corporate Negative Publicity – the Role of Cause Related Marketing." Australasian Marketing Journal 24(4):322–30. doi: 10.1016/j.ausmj.2016.11.006.
Zarei, Azim, Davood Feiz, and Hadi Moradi. 2020. "Promoting Consumer Loyalty and Resilience to Negative Information through Brand Identity Sub-Components: An Empirical Investigation in the Luxury Electronics Goods." Journal of Islamic Marketing 12(9):1820–34. doi: 10.1108/JIMA-02-2020-0056.