Cause-Related Marketing dan Keputusan Pembelian Produk Kosmetik: Peran Mediasi Minat Beli pada Pengikut Aktif Instagram
DOI:
https://doi.org/10.46821/ijms.v5i1.743Keywords:
Cause-Related Marketing, Purchase Decision, Purchase Intention, Teory of Planned BehaviorAbstract
Penelitian ini mengkaji pengaruh strategi cause-related marketing (CRM) terhadap keputusan pembelian produk kosmetik lokal KULA di Instagram. Latar belakang studi ini menyoroti fenomena kesenjangan perilaku konsumen di mana dukungan pada isu sosial seringkali tidak terkonversi menjadi tindakan pembelian nyata. Kebaruan makalah ini terletak pada integrasi Theory of Planned Behavior untuk menguji peran mediasi minat beli pada konteks brand kosmetik lokal, area yang belum diteliti secara memadai dibandingkan produk non-kosmetik. Menggunakan metode kuantitatif eksplanatif, data dikumpulkan dari 86 pengikut aktif @storyofkula yang dipilih melalui simple random sampling dan dianalisis menggunakan Path Analysis. Temuan empiris menunjukkan bahwa CRM secara simultan berpengaruh signifikan, namun secara parsial hanya dimensi kemudahan berpartisipasi yang mampu memicu minat beli, sementara manfaat emosional dan relevansi isu tidak signifikan. Lebih lanjut, minat beli terbukti gagal memediasi pengaruh CRM terhadap keputusan pembelian. Kesimpulannya, strategi CRM efektif membangun intensi jika mekanismenya praktis, namun konversi menjadi tindakan nyata terhambat oleh kendala eksternal, mengimplikasikan bahwa pelaku bisnis harus menyeimbangkan narasi sosial dengan kemudahan akses dan insentif rasional.
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