Pengaruh Cause Related Marketing dan Citra Merek Terhadap Minat Beli Produk Kula The OG Liptint (Studi pada Pengikut Instagram @storyofkula Tahun 2024-2026)
DOI:
https://doi.org/10.37385/ceej.v7i3.11771Keywords:
Cause Related Marketing (CRM), Citra Merek, Minat Beli, Generasi Z, Kosmetik LokalAbstract
Pertumbuhan pesat industri kosmetik di Indonesia turut didorong oleh konsumen Generasi Z, kelompok yang kian memperhitungkan aspek nilai sosial sebelum memutuskan untuk membeli suatu produk. Berangkat dari fenomena tersebut, penelitian ini disusun untuk mengkaji sejauh mana Cause Related Marketing (CRM) dan citra merek berperan dalam membentuk minat beli terhadap produk KULA The OG Liptint. Pendekatan yang digunakan adalah kuantitatif dengan desain asosiatif kausal. Data dikumpulkan melalui kuesioner terhadap 100 responden perempuan berusia 18 hingga 25 tahun yang merupakan pengikut akun Instagram @storyofkula serta pernah terpapar kegiatan pemasaran KULA. Teknik purposive sampling diterapkan dalam penentuan sampel, sementara pengolahan data dilakukan dengan analisis regresi linier berganda melaui SPSS 25. Berdasarkan hasil pengolahan data, diperoleh temuan bahwa baik CRM maupun citra merek masing-masing berpengaruh positif secara signifikan terhadap minat beli. Ketika dianalisis secara simultan, kedua variabel tersebut juga tetap menunjukkan pengaruh positif yang signifikan terhadap minat beli. Penggabungan strategi pemasaran berbasis nilai sosial dengan upaya membangun citra merek yang kuat mampu mendorong minat beli secara efektif, khususnya bagi segmen konsumen muda yang menjunjung tinggi nilai-nilai tersebut.
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