Skripsi ini membahas mengenai pengujian dimensi cause related marketing (crm) terhadap loyalitas air minum dalam kemasan merek aqua. desain penelitian yang digunakan didasarkan oleh penelitian douwe van de brink, gaby odekerken-schroder dan pieter pauwels (2006). pengujian variabel independen cause related marketing (crm) yang diukur melalui empat buah dimensi yakni congruency, duration, amount of resources invested dan executive management involvement dan satu variabel dependen adalah loyalitas merek. penelitian ini adalah penelitian kuantitatif di mana data primer dikumpulkan melalui angket atau kuesioner yang disebar kepada 263 responden yang mengkonsumsi air minum dalam kemasan merek aqua dan juga mengetahui iklan “satu untuk sepuluh” di universitas borneo tarakan. hasil penelitian menunjukkan bahwa variabel cause related marketing (crm). hasil analisis regresi dari variabel crm menunjukkan tidak semua dimensi bepengaruh positif dan juga signifikan terhadap loyalitas merek. dari keempat dimensi yaitu congruency, duration, amount of resources invested dan executive management involvement hanya duration, amount of resources invested yang berpengaruh positif dan signifikan terhadap loyalitas merek. dari semua faktor yang membuat kampanye crm sukses adalah lamanya waktu kampanye dan sumber daya yang di investasikan.

This study aims to examine the dimension of cause related marketing (crm) against packaging drink water loyalty brand aqua. the research design used by research based douwe van de brink, gaby odekerken-schroder pauwels and pieter (2006). testing variables independent of cause related marketing (crm) as measured through four dimensions i.e. congruency, duration, amount of resources invested and executive management involvement and one dependent variable is brand loyalty. this research is quantitative research in which primary data collected via the question form or questionnaire presented to the 263 respondents who consume bottled drinking water aqua brand and also know the advertising "one to ten" at the university borneo tarakan. the results showed that variable cause related marketing (crm). the results of the regression analysis of the variables of the crm show not all the dimensions of influential positive and also significantly to brand loyalty. from the fourth dimension, namely congruency, duration, amount of resources invested and executive management involvement just duration, the amount of resources invested are positive and significant effect against the brand loyalty. of all the factors that make crm successful campaign is the length of time campaign and resources on investing.