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"Terjadi kompetisi ketat di industri Coffee Shop, di mana jenis produk dan kisaran harga yang dimiliki The Coffee Bean and Tea Leaf mirip dengan kompetitornya. Berdasarkan hal tersebut, penulis melakukan riset, apa alasan customer memilih suatu brand Coffee Shop. Hasil riset menyebutkan, kegiatan sales promotion yang aktif yang dapat menarik minat customer. The Coffee Bean and Tea Leaf harus melakukan usaha-usaha untuk selalu mengingatkan brand-nya kepada pasarnya, dengan tujuan akhir keputusan customer terus membeli produk The Coffee Bean and Tea Leaf sehingga swing customer berkurang. Untuk mencapainya, perlu dilakukan beberapa usaha promosi melalui Komunikasi Pemasaran Terpadu, dengan bentuk periklanan dan sales promotion, dengan Big Idea "The Coffee Bean and Tea Leaf, a cup of coffee with smile..". Adapun total anggaran kampanye 2013 sebesar Rp 899.948.324.

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There is a tight competition in the Coffee Shop's industry, where The Coffee Bean and Tea Leaf's product type and price range are similar to its competitors. Based on it, the writer conducted a preliminary research, on customer's reasons to choose a brand of Coffee Shop. The results showed, that active sales promotion activities may attract customers interest. The Coffee Bean and Tea Leaf must do some efforts to keep reminding its brand to its market, with the ultimate goal to make customers continue purchasing The Coffee Bean and Tea Leaf's products, so the swing customer is reduced. To achieve it, some promotional efforts must be done through Integrated Marketing Communications, in form of advertising and sales promotion, with the Big Idea "The Coffee Bean and Tea Leaf, a cup of coffee with smile..". The total 2013 campaign budget is Rp 899,948,324."

"[ABSTRAKIndonesia merupakan salah satu produsen terbesar komoditas kakao biji di dunia.Hal ini menandakan bahwa kakao biji merupakan salah satu komoditas terpentingbagi Indonesia. Karenanya, pemerintah perlu menjaga stabilitas produksi darikomoditas terserbut. Selanjutnya, peran penting dari komoditas kakao biji ditandaidengan besarnya share ekspor dari komoditas tersebut terhadap total ekspor sektorpertanian Indonesia dan juga peran penting dari komoditas kakao biji terhadapmata pencaharian utama petani kecil di pedesaan.Penelitian ini bertujuan untuk menguji determinan dari produksi komoditas kakaobiji Indonesia. Secara lebih khusus, penelitian ini mendiskusikan bagaimanafaktor-faktor agronomis, karakteristik petani, dan proses rantai nilai dapatmempengaruhi produksi kakao biji di Indonesia yang dijelaskan melalui metodekualitatif. Selain itu, penilitian ini juga menguji bagaimana pengaruh dari hargaprodusen dan perubahannya, harga dunia, curah hujan, dan inflasi terhadapproduksi komoditas kakao biji Indonesia dengan menggunakan model randomeffect.Hasil penelitian ini menunjukkan bahwa faktor-faktor agronomis dapatmempengaruhi produksi kakao biji melalui tingkat curah hujan dan tingkatkelembaban yang memngaruhi pohon kakao. Selanjutnya, karakteristik petani,seperti motif untuk memenuhi kebutuhan sehar-hari, dapat memengaruhikeputusan petani dalam membudidayakan komoditas kakao biji. Proses rantai nilaimenjelaskan bahwa harga produsen secara langsung mempengaruhi kapasitasproduksi domestic, sedangkan harga internasional secara tidak langsungmempengaruhi kapasitas produksi. Sementara itu, model random effectmenunjukkan bahwa harga produsen, perubahan harga produsen, harga dunia, daninflasi secara signifikan memberikan pengaruh terhadap produksi kakao bijidomestik.

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ABSTRACTCurrently, Indonesia has become one of the major producers of cocoa bean in theworld. Then, it makes cocoa bean as one of the important commodities forIndonesia. Since the crop has become one of the important commodities forIndonesian economy, the government needs to maintain the stability of cocoabean production. The important role of cocoa bean can be shown by the share ofcocoa bean export on Indonesian agricultural export and the livelihood ofsmallholder farmers.This research aims to examine the determinants of Indonesian cocoa beanproduction. Particularly, this research discusses how the agronomics factors,farmers? characteristics, and value chain process can affect the cocoa beanproduction in Indonesia. Qualitative analysis is used to discuss these factors.Furthermore, this research also examines the affect of producer price, change inproducer price, world price, rainfall, and inflation on the cocoa bean production.Random effect model is used to examine the affect of those variables.The result reveals that agronomics factors can affect the production through theimpact of rainfall and humidity on cocoa tree. The farmers? characteristics, i.e. themotive to survive can affect the decision of farmers in cultivating cocoa bean. Thevalue chain process can explain that producer price of cocoa bean can directlyaffect the domestic production, whereas the world price indirectly affects thedomestic production. Meanwhile, the random effect model reveals that change inprice of cocoa bean, producer price of cocoa bean, the world price, and inflationsignificantly affect the domestic production.;Currently, Indonesia has become one of the major producers of cocoa bean in theworld. Then, it makes cocoa bean as one of the important commodities forIndonesia. Since the crop has become one of the important commodities forIndonesian economy, the government needs to maintain the stability of cocoabean production. The important role of cocoa bean can be shown by the share ofcocoa bean export on Indonesian agricultural export and the livelihood ofsmallholder farmers.This research aims to examine the determinants of Indonesian cocoa beanproduction. Particularly, this research discusses how the agronomics factors,farmers’ characteristics, and value chain process can affect the cocoa beanproduction in Indonesia. Qualitative analysis is used to discuss these factors.Furthermore, this research also examines the affect of producer price, change inproducer price, world price, rainfall, and inflation on the cocoa bean production.Random effect model is used to examine the affect of those variables.The result reveals that agronomics factors can affect the production through theimpact of rainfall and humidity on cocoa tree. The farmers’ characteristics, i.e. themotive to survive can affect the decision of farmers in cultivating cocoa bean. Thevalue chain process can explain that producer price of cocoa bean can directlyaffect the domestic production, whereas the world price indirectly affects thedomestic production. Meanwhile, the random effect model reveals that change inprice of cocoa bean, producer price of cocoa bean, the world price, and inflationsignificantly affect the domestic production., Currently, Indonesia has become one of the major producers of cocoa bean in theworld. Then, it makes cocoa bean as one of the important commodities forIndonesia. Since the crop has become one of the important commodities forIndonesian economy, the government needs to maintain the stability of cocoabean production. The important role of cocoa bean can be shown by the share ofcocoa bean export on Indonesian agricultural export and the livelihood ofsmallholder farmers.This research aims to examine the determinants of Indonesian cocoa beanproduction. Particularly, this research discusses how the agronomics factors,farmers’ characteristics, and value chain process can affect the cocoa beanproduction in Indonesia. Qualitative analysis is used to discuss these factors.Furthermore, this research also examines the affect of producer price, change inproducer price, world price, rainfall, and inflation on the cocoa bean production.Random effect model is used to examine the affect of those variables.The result reveals that agronomics factors can affect the production through theimpact of rainfall and humidity on cocoa tree. The farmers’ characteristics, i.e. themotive to survive can affect the decision of farmers in cultivating cocoa bean. Thevalue chain process can explain that producer price of cocoa bean can directlyaffect the domestic production, whereas the world price indirectly affects thedomestic production. Meanwhile, the random effect model reveals that change inprice of cocoa bean, producer price of cocoa bean, the world price, and inflationsignificantly affect the domestic production.]"

"Kakao adalah komoditi yang sangat penting bagi perekonomian Indonesia. Kesuksesan perluasan area kebun kakao dan peningkatan produk dalam dua decade telah meningkatkan pangsa pasar Indonesia di dunia. Tujuan tesis ini adalah untuk menganalisa faktor-faktor yang mempngaruhi ekspor biii kakao Indonesia ke Amerika Serikat dalam periodc 1976-2006. Tesis ini mengunakan model persamaan simultan yang terdiri dari dua persamaan, yaitu penawaran dan permintaan ekspor bUi kakao Indonesia. Hasil estimasi model persamaan simultan secara umum mempunyai tanda dan koeiisien yang sesuai dengan teori ekonomi dan penelitian terdahulu.Hasil estimasi model penawaran ekspor biji kakao Indonesia menunjukkan bahwa dua variable penjelas yaitu produksi biii kakao dan ekspor biii kakao tahun sebelumnya secara statistik signifikan pada 5 persen tingkat keyakinan. Disisi lain dua variable tidak signilikan berdasarkan kriteria statistik yaitu harga relative dari harga ekspor dengan harga domestic dan dummy penahanan otomatis. Hasil estimasi model permintaan ekspor biii kakao Indonesia menunjukkan bahwa dua variabel penjelas yaitu Pmduk Domestic Bruto Amerika Serikat dan harga ekspor tahun sebelumnya signilikan pada level 5 pereen. Di lain pihak dua variabel tidak signifikan berdasarkan criteria statistic, yaitu harga relative dari harga ekspor biji kakao Indonesia dengan harga ekspor Pantai Gading serta variabel volume ekspor Pantai Gading ke Amerika Serikat

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Cocoa is a commodity which plays a very important role in Indonesian economy. The successful cocoa area expansion and product increase in two decades have improved Indonesian cocoa market share in the world. The objective of this thesis is to analyze determinant factors which influence Indonesia?s cocoa beans export to the United States of America in the period ot' 1976-2006. This thesis uses simultaneous equation model which consists of two equations, they are supply and demand for export of lndonesia?s cocoa beans.

The result of simultaneous equation model estimation in general has the magnitude and eoeliicient which are suitable with economic theory and previous research. The result of the supply of export for Indonesia?s cocoa beans model estimation shows that two explanatory variables that are cocoa beans production and cocoa beans export on lagged one year are statistically significant at 5 per cent level of confidence. On the other hand two variables are not significant based on statistical criteria; they are relative price of export price with domwtic price and dummy automatic detention. The result of the demand for export estimation for lndonesia?s cocoa bears model shows that two explanatory variabl namely Gross Domestic Product of USA and export price of cocoa beans on one year lag are statistically signilicant at 5 per cent level of confidence. On the contrary two variables are not significant based on statistical criteria; they are relative price of Indonesia?s export price with lvory Coast?s export price and export volume of Ivory Coast to USA."