Cause-Related Marketing Dan Brand Image Sebagai Determinan Keputusan Pembelian Pada Almaz Fried Chicken Di Bogor

Abstract

This study aims to examine the influence of cause-related marketing and brand image on purchasing decisions, both partially and simultaneously, among consumers of Almaz Fried Chicken in Bogor. The study was motivated by the boycott phenomenon affecting fast-food brands perceived to be affiliated with Israel, creating opportunities for local brands that explicitly promote social causes. A descriptive-associative quantitative approach was employed using purposive sampling techniques involving 110 respondents who had purchased Almaz Fried Chicken at least twice and were aware of its social donation programs. Data were collected through Likert-scale questionnaires and analyzed using validity and reliability tests, descriptive analysis, classical assumption tests, multiple linear regression, correlation analysis, coefficient of determination, F-test, and t-test with the assistance of SPSS software. The results indicate that cause-related marketing and brand image were perceived as being in the good category, as was the purchasing decision variable. Multiple regression analysis produced the equation Y = 12.731 + 0.261X₁ + 0.314X₂, with a correlation coefficient of 0.396 (weak) and a coefficient of determination of 15.7%. Partially, both cause-related marketing and brand image have a positive and significant effect on purchasing decisions. Simultaneously, these variables also exert a positive and significant influence on purchasing decisions, although 84.3% of the variance is explained by other factors outside the model. It is recommended that Almaz Fried Chicken enhance the transparency and consistency of reporting its donation programs, strengthen its brand identity through consistent marketing communication, and improve product quality, pricing, and service to increase consumer confidence in choosing Almaz Fried Chicken over competing brands.