PERAN KETERLIBATAN KONSUMEN DALAM MEMODERASI PENGARUH CAUSE-RELATED MARKETING TERHADAP LOYALITAS SABUN MANDI MEREK LIFEBUOY DI KOTA DENPASAR

ABSTRAK Tujuan dari penelitian ini adalah menganalisis dan menjelaskan peran keterlibatan konsumen dalam memoderasi pengaruh cause-related marketing terhadap loyalitas sabun mandi merek lifebuoy di Kota Denpasar. Populasi dalam penelitian ini adalah konsumen yang memakai produk sabun mandi Lifebuoy di Kota Denpasar. Pada penelitian ini yang digunakan metode penentuan sampel adalah purposive sampling, sehingga memperoleh responden sebanyak 110 orang. Teknik analisa yang digunakan adalah Analisis Faktor, Regresi Moderasi, Uji Asumsi Klasik, Uji F, dan Uji t. Dari hasil penelitian ini memperlihatkan bahwa secara simultan cause-related marketing dan keterlibatan konsumen berpengaruh positif dan signifikan terhadap loyalitas merek; secara parsial cause-related marketing dan keterlibatan konsumen berpengaruh positif dan signifikan terhadap loyalitas merek; dan variabel keterlibatan konsumen bisa menjadi variabel moderating cause-related marketing dan loyalitas merek. Kata kunci : Keterlibatan Konsumen, Cause-Related Marketing, Loyalitas Merek. ABSTRACT purpose of this study is to analyze and explain the role of consumer involvement in moderating the influence of cause-related marketing loyalty Lifebuoy soap brand in Denpasar. The population in this study is the use of consumer products Lifebuoy soap in Denpasar. Sampling method used is purposive sampling, so as to obtain as many as 110 respondents. Analysis technique used is the Factor Analysis, Regression Moderation, Classical Assumption Test, Test F, and t test. From the results of this study show that simultaneously cause-related marketing and consumer engagement and significant positive effect on brand loyalty; partial cause-related marketing and consumer engagement and significant positive effect on brand loyalty; and consumer engagement variables could be moderating variables cause-related marketing and brand loyalty. With this study, expected to be useful for the management Lifebuoy to assist in improving the perception of causerelated marketing and consumer involvement on brand loyalty Lifebuoy soap. Keywords : Consumer Involvement, Cause-Related Marketing, Brand Loyalty.