Implementation of Cause-Related Marketing Strategy in Increasing Consumer Engagement with Brands
Keywords:
Cause-Related Marketing, Consumer Engagement, Corporate Social Responsibility, Brand Image, Brand Loyalty.Abstract
This study aims to analyze the implementation of Cause-Related Marketing (CRM) strategies in increasing consumer brand engagement. CRM is a form of corporate social responsibility that combines business objectives with social goals through partnerships between companies and non-profit organizations. This approach allows companies to focus not only on profits but also on contributing to social and environmental issues relevant to consumer values. This study used qualitative methods with a descriptive approach, through literature review, social campaign observations, and analysis of CRM implementation by several companies, such as Unilever (Lifebuoy and Molto) and Burger King. The results show that CRM strategies can strengthen emotional connections and consumer engagement with brands, enhance positive corporate image, and attract market segments such as Millennials and Gen Z, who care about social issues and sustainability. CRM also creates shared value between companies, social organizations, and communities through mutually beneficial partnerships. In conclusion, CRM has proven effective in building consumer brand engagement and loyalty. Authentic, consistent, and socially value-oriented CRM implementation can strengthen a company's reputation, foster consumer trust, and support sustainable development goals. Therefore, companies need to integrate social values into their marketing strategies to create long-term, profitable relationships between businesses, consumers, and communities.
References
Aeni, S. R., & Sagir, J. (2022). Pengaruh Cause-Related Marketing Terhadap Customer Engagement Grab Di Kota Mataram Dengan Content Marketing Sebagai Pemoderasi. Unram Management Review, 2(2), 144-157.
Diansyah, F., & Fitri, A. N. (2023). Program CSR PT. Djarum Kudus dalam membangun citra perusahaan. Journal Of Public Relations, 1(1).
Endacott, R. W. J. (2004). Consumers and CRM: A national and global perspective. Journal of consumer marketing, 21(3), 183-189.
Firmansyah, M. A. (2019). Buku pemasaran produk dan merek. Buku Pemasaran Produk Dan Merek, August, 336.
Furman, A., & Maison, D. (2020). Influence of different cause-related marketing (CRM) strategies on consumer decision making. Procedia Computer Science, 176, 2979-2988.
Hamizar, A., Karnudu, F., Yaman, A., Pellupessy, F. W., & Malawat, F. F. (2024). Integrasi Green Accounting Dalam Strategi Pemasaran Membentuk Citra Merek Sustainability Pada Konsumen Gen-Z. Equilibrium: Jurnal Ekonomi-Manajemen-Akuntansi, 20(1), 51-59.
Haro, A., Kushariyadi, K., Widyawati, W., Fauziyah, N. N., & Judijanto, L. (2024). Perilaku Konsumen: Esensi, Posisi, dan Strategi. PT. Sonpedia Publishing Indonesia.
Herdinata, C., & Pranatasari, F. D. (2022). Impact of COVID-19 on organizational support in financial technology. Economies, 10(8), 183.
Ifadhila, I., Rukmana, A. Y., Erwin, E., Ratnaningrum, L. P. R. A., Aprilia, M., Setiawan, R., ... & Setiawan, H. (2024). Pemasaran Digital di Era Society 5.0: Transformasi Bisnis di Dunia Digital. PT. Sonpedia Publishing Indonesia.
Istiqomah, N. H., Magfiroh, S., & Habibana, Z. N. (2024). Memahami Perilaku Konsumen: Tinjauan Aspek Psikologis dalam Keputusan Pembelian dan Strategi Pemasaran. HEI EMA: Jurnal Riset Hukum, Ekonomi Islam, Ekonomi, Manajemen dan Akuntansi, 3(2), 71-82.
Jahdi, K. (2014). Cause-related marketing (CaRM) and corporate social responsibility (CSR). Social Responsibility Journal, 10(4), 674-684.
Kartikawangi, D. (2018). Kearifan Lokal dalam Implementasi Cause Related Marketing untuk Keberlanjutan Bisnis. Jurnal ASPIKOM, 3(5), 874-890.
Kim, S., Park, K., & Shrum, L. J. (2022). Addressing the cause-related marketing paradox for luxury brands to increase prosocial behavior and well-being. Journal of Macromarketing, 42(4), 624-629.
Kotler, P., & Lee, N. (2008). Corporate social responsibility: Doing the most good for your company and your cause. John Wiley & Sons.
Kristanti, N. (2015). Dilema antara kesesuaian produk dengan program cause related marketing dalam membentuk brand image. Jurnal Manajemen: Untuk Ilmu Ekonomi dan Perpustakaan, 1(1).
Kusuma, S. E., & Fridayani, J. A. (2022). Institusi Dan Organisasi: Pengenalan, Identifikasi Dan Analisis Dasar. Sanata Dharma University Press.
Lay, C. L., Gunawan, I., Abednego, F., & Natasha, S. (2021). Pengaruh Cause Related Marketing Terhadap Trust In Cause Related Marketing Dan Brand Loyalty. Jurnal E-Bis, 5(2), 409-424.
Lee, J. Y., & Johnson, K. K. (2019). Cause-related marketing strategy types: assessing their relative effectiveness. Journal of Fashion Marketing and Management: An International Journal, 23(2), 239-256.
Mulyanto, H. (2023). Analisis Faktor-Faktor yang Mempengaruhi Komitmen Kerelasian dan Implikasinya pada Motivasi Berpindah yang Berdampak pada Loyalitas Peritel Furnitur di Jabodetabek (Doctoral dissertation, Universitas IPWIJA).
Nasir, K., & Fariduddin, S. (2010). Key issues in forging credible corporate social responsibility partnerships. JISR management and social sciences & economics (JISR-MSSE), 8(1), 171-187.
Nurozi, K., & Sisdianto, E. (2024). Peran Corporate Social Responsibility (CSR) dalam meningkatkan kesejahteraan masyarakat: Analisis dampak sosial dan ekonomi. Jurnal Ilmiah Ekonomi Dan Manajemen, 2(11), 301-315.
Sugiyono, S., & Lestari, P. (2021). Metode penelitian komunikasi (Kuantitatif, kualitatif, dan cara mudah menulis artikel pada jurnal internasional). Alvabeta Bandung, CV.
Suhailah, R. W., Anggraini, W., Rahmat, H. K., Efendi, A. A., & Wulandari, D. (2025). Peran Corporate Social Responsibility dalam Meningkatkan Daya Saing Perusahaan Global: Sebuah Studi Literatur. Journal of Current Research in Management, Policy, and Social Studies, 2(2), 73-78.
Wibisono, Y. (2007). Membedah konsep & aplikasi CSR: corporate social responsibility. Fascho Pub..
Yulianah, S. E. (2022). Metodelogi Penelitian Sosial. CV Rey Media Grafika.
