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"Yamaha Xeon merupakan sepeda motor automatic yang diproduksi oleh PT. Yamaha Motor Kencana Indonesia. Target market Yamaha Xeon adalah masyarakat yang membutuhkan kendaraan praktis, stylish, dan irit bahan bakar. Adapun masalah yang dihadapi adalah terjadinya persaingan yang sangat ketat di industri otomotif sepeda motor automatic yaitu kompetitor melakukan kegiatan kampanye komunikasi pemasaran terpadu dengan sangat ketat. Untuk mampu bersaing dalam memasarkan produk Yamaha Xeon dibutuhkan perencanaan komunikasi pemasaran terpadu yang terdiri dari penentuan strategi, eksekusi, dan implementasi program. Evaluasi, monitoring, dan kontrol program perlu dilakukan untuk membenahi kekurangan dalam mengkampanyekan Yamaha Xeon. Anggaran yang dibutuhkan untuk perencanaan komunikasi pemasaran terpadu ini adalah Rp 16,292,016,000.

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Yamaha Xeon is an automatic motorcycle produced by PT. Yamaha Motor Kencana Indonesia. The target market of Yamaha Xeon is the people who need practical, stylish, and economical vehicle. The problem faced is the strict competition in the automatic motorcycle industry in which the competitors launch huge integrated marketing communication campaigns aggressively.

To be able to compete in marketing Yamaha Xeon products, a well planned integrated marketing communication -which include the strategy, execution, and implementation of the program– is needed. The program evaluation, monitoring, and control should be done to make improvements in campaigning Yamaha Xeon. The budget needed for planning of integrated marketing communication is Rp. 16,292,016,000."

"Munculnya jenis speda motor skutermatik direspon ole dua temain besar Yamaha dan Honda tengan meluncurkan produk Suktermatik Yamaha Mio dan Honda Vario. Pasar skutermatik yang saat ini dirajai ole Yamaha, pada awalnya dimasuki olhe Kymco. Akan tetapi Kymco tidak berhasil menguasai pasar tenis motor ini karena kurangnya upaya perusahaan untuk memasarkan produk tersebut. Berbeda dengan Kymco, Yamaha dan Honda mengemas pemasaran produce dengan baik.Penelitian ini debut until membandingkan due iklan televise yaitu Yamaha dan Honda. Dalam mengumpulkan data, penulis terlebih dahulu memnentukan iklan televisi yang akan diamati yang dilanjutkan dengan menentukan script yang diamati dari kedua iklan televisi tersebut. Kedua iklan yang dipilih, kemudian secara bergantían dipertontonkan kepada responden. Selanjutnya, responden mengisi kuisioner yang telah ditentukan. Responden berjumlah 120 orang yang semuanya MM-FEUI kelas pagi dan madam

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The emergence of this type of speed scooter was responded to by two major themes, Yamaha and Honda, who were launching Suktermatik Yamaha Mio and Honda Vario products. The scooter market, currently dominated by Yamaha, was initially entered by Kymco. However, Kymco failed to dominate the motorcycle tennis market due to the company's lack of efforts to market the product. In contrast to Kymco, Yamaha and Honda packaged produce marketing well.

This research debuts to compare the two television commercials, namely Yamaha dan Honda. In collecting data, the authors first determine the television advertisements to be observed, followed by determining the scripts observed from the two television advertisements. The two selected advertisements are then shown alternately to the respondents. Next, respondents filled out a predetermined questionnaire. Respondents amounted to 120 people, all of whom were MM-FEUI class morning and night"

"Indonesia is a fast growing market for motorcycle industry. This condition interests many top motorcycle companies to invest their bucks in Indonesia. No wonder that the competition in this field sector can?t be denied. It forces a company to think about how they can beat their competitors. The development of technology is not enough, company needs marketing strategic to face this.

Experiential marketing is a marketing strategy that gives customer more than just feature and benefit. Yamaha Mio implements this marketing strategy, so they try to stimulate customer?s senses, touches customer?s feeling, intrigues customer?s creative thinking, fits customer?s lifestyle, and make them proud of it. The bottom line of this strategy is touches customer?s emotion through consumption experience.

Previous research commissioned by MICE in 2006 found that 74% senior brand marketers believe that experiential marketing is the most effective way to encourage word of mouth. This research tries to find the experiential marketing effects to word of mouth from customer?s perspective. When customers feel memorable experience through experiential marketing, they tend to tell about their consumption experience to others or spreading word of mouth.

There are three research questions of this research. First is about how experiential marketing implementation?s rate of Yamaha Mio?s customer. Second is about word of mouth rate of Yamaha Mio?s customer. Third is about how Yamaha Mio?s experiential marketing effects consumer word of mouth.

This research is using quantitative approach. The type of research in this research is explanative research with cross sectional time dimension. In collecting data, researcher uses survey method with the non-probability sampling technique (purposive / judgemental).

This research gives practical implication for Yamaha that experiential marketing of Yamaha Mio ? according to customer perception, has the good value. It showed by the average value of each dimension. Moreover, for the word of mouth, customer also gives the good rate on it. The result indicates that experiential marketing has a significant effect on customer?s word of mouth."

"Penelitian ini membahas tentang komunitas motor Jakarta Mio Club dalam mempengaruhi loyalitas merek pada Yamaha Mio. Penelitian ini menggunakan pendekatan kuantitatif dengan tujuan menjelaskan hubungan dua variable yakni Brand Community sebagai variable independen dan loyalitas merek sebagai variable dependen. Data dalam penelitian ini diperoleh melalui penyebaran kuesioner kepada anggota komunitas Jakarta Mio Club di Jakarta.Hasil penelitian menunjukkan bahwa brand community memiliki pengaruh signifikan terhadap loyalitas merek. Namun demikian peneliti menyarankan agar penggunaan brand community terhadap loyalitas merek disertai dengan penerapan komunikasi pemasaran lainnya.

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This study discusses motorcycle community in Jakarta Mio Club brand loyalty influence on Yamaha Mio. Research using this quantitative approach with the goal of explaining the relationship of two variables Brand Community as the independent variable and brand loyalty as the dependent variable. Data obtained in this research through the distribution of questionnaires to members of the community Mio Club Jakarta in Jakarta.

Results of research indicate that the brand community has a significant influence on brand loyalty. However, researchers suggested that the use of brand loyalty to the community along with the implementation of other marketing communications."