Effective Branding of Pepsodent's Social Responsibility Marketing Campaign for Younger Generation

Objectives: The objective of this study is to investigate the effectiveness Pepsodent's social responsibility marketing campaign branding for younger generation. conducted in context Social Responsibility Marketing Campaign which #SikatGigiSekarang and aimed at generation, aged 18-34 years old who have purchased Pepsodent products are aware campaign. Methods: This research utilizes an online questionnaire that distributed 200 respondents. full-scale data analyzed through SmartPLS bootstrapping analysis test reliability, validity, convergent discriminant study's hypothesis identify relationship between variables. Results: findings shows all variables, such as Brand Familiarity, Attitude towards Campaign, Fit, Credibility, Attitude, Involvement with cause affect each other. Familiarity has a positive significant Credibility also toward Cause Campaign. play full mediation relationship. Fit significantly related. Conclusion: Findings similar original study. All hypotheses been accepted proves variables model pretty effective relationships when measured Pepsodent. generation nowadays not only prefers well-known brands but how connected they support, therefore marketers must get their ready tie participation As result, supporters more inclined promote brand buy its goods.