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"Penelitian ini bertujuan menggambarkan menganalisis bagaimana pengaruh event marketing Brighspot Market terhadap keputusan pembelian produk fashion.Penelitian kuantitatif ini menggunakan pengumpulan data dengan kuesioner dan dianalisis menggunakan regresi linear. Sampel penelitian ini adalah 105 mahasiswa Fakultas Ilmu Sosial dan Ilmu Politik Universitas Indonesia, dengan kriteria pernah melakukan pembelian pada event marketing Brightspot Market.Hasil penelitian ini menemukan pengaruh bahwa event marketing memiliki pengaruh yang cukup signifikan terhadap pembelian impuls Terdapat faktor-faktor lain yang juga mempengaruhi keputusan pembelian impuls konsumen pada saat mengunjungi event marketing Brightspot Market.The objective of this research is to identify how the impact of event marketing toward impulse buying decision.

This quantitative study using questionnaire and apply linear regression method to analyze the data. The sample of this research is 105 University of Indonesia Social and Politics faculty students within criteria that have been attend Brightspot Market event.

The result of this study reveals that event marketing has significant impact toward impulse buying, however event marketing elements only have moderate impact towards impulse buying. There are other factors that affect customers impulse buying decision while attend Brightspot Market event."

"[ABSTRAKPenelitian ini membahas tentang pengaruh efektivitas event marketing terhadap buying intention produk Speedy Instan. Event marketing merupakan salah satu aktivitas promosi yang dilakukan oleh banyak brand dengan tujuan untuk dapat meningkatkan brand involvement, brand emotion dan brand attitude. Selain aspek brand yang menjadi perhatian juga dilakukan penelitian terhadap aspek event itu sendiri. Perpaduan antara brand dan event merupakan dua faktor penting dalam pengukuran efektivitas suatu event marketing dan juga terhadap buying intention dari suatu produk.

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ABSTRACTThis study discusses the influence of the effectiveness of event marketing to the intention of buying the product speedy instant. Event marketing is one of the promotional activities undertaken by many brands with the aim to increase brand involvemnt, brand attitude and brand emotion. In addition to the brand aspect of concern was also conducted research on aspects of the event itself. The combination of brand and event are two important factors in measuring the effectiveness of a marketing event and also the intention of buying a product., This study discusses the influence of the effectiveness of event marketing to the intention of buying the product speedy instant. Event marketing is one of the promotional activities undertaken by many brands with the aim to increase brand involvemnt, brand attitude and brand emotion. In addition to the brand aspect of concern was also conducted research on aspects of the event itself. The combination of brand and event are two important factors in measuring the effectiveness of a marketing event and also the intention of buying a product.]"

"The event communication has for objective to give another dimension to the company or to the brand, by bringing it out of its daily life and by developing relations with its target public, around their centers of interests. It may be by sharing the same passions, by making live feelings to a group, by federating and by creating links; because today we need a more emotional and more real component.Since a few years, the event communication seems to be "revisited" by companies and appears to stand out as an alternative to media or other more traditional tools. For the upholders of the relationship marketing, this communication delivers “a social message which affects the spectator or the auditor in its inhalation to be a part of a social, sports or artistic community” (Perlstein and Picket, 1985).Therefore, we are going to expose our researches and would try to answer the following problem: "what is the impact of the event communication on the Moroccan large company, independently of any different parasite variable? ".The objective of our research is to try to make notions understand around the event communication, and especially the evaluation of its added value on the efficiency of the Moroccan large company. To try to answer these questions derived of our problem, our research will concentrate on: a first theoretical part around a set of concepts, a second part will be the object of an empirical study."

"Tujuan penelitian ini adalah untuk menganalisis bagaimana pengaruh event marketing terhadap minat beli. Penelitian ini menggunakan pendekatan kuantitatif. Sampel dalam penelitian ini adalah 100 remaja umu 15-21 tahun yang datang ke cornetto summer music festival 2012 dan belum pernah membeli cornetto sebelumnya dengan menggunakan metode snowball sampling. Instrumen penelitian ini menggunakan kuesioner dan dianalisis menggunakan linear regression. Hasil penelitian ini menunjukkan bahwa Event Marketing memiliki pengaruh yang sangat kuat terhadap minat beli. Event marketing memiliki hubungan terhadap minat beli sebesar 56.% dan sisanya sebesar 44.% dipengaruhi oleh faktor lain.

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The purpose of this research is to analyze how event marketing give an effect to buying intention. This research use quantitative method. Sample in this research is 100 teenagers age 15 - 21 who coming to cornetto summer festival 2012 and have never bought before the event cornetto summer music festival 2012 with snowball sampling. Instrument in this research use questionnaire and analyze with linear regression. An conclusion from this research show event marketing have some major effect to buying intention, they relation is about 56% and another 44% have some effect from another factor."

"Pemasaran hijau merupakan strategi pemasaran dengan pendekatan ramah lingkungan terhadap segala aspek kegiatan bisnis. Pertumbuhan eksponensial strategi pemasaran ini didasari oleh perubahan perilaku konsumsi masyarakat yang beralih untuk menonsumsi produk ramah lingkungan. Sejauh Mata Memandang merupakan bisnis fesyen lokal yang telah menerapkan konsep pemasaran ini sejak pertama berdiri. Proses produksi dan kegiatan bisnis mereka secara keseluruhan membawa agenda pelestarian lingkungan. Penelitian ini dilakukan untuk mengetahui apakah strategi green marketing dapat berpengaruh terhadap niat pembelian konsumen. Dengan menggunakan pendekatan kuantitatif, survei disebarkan kepada 153 responden yang mengetahui pemasaran hijau Sejauh Mata Memandang. Hasil penelitian menunjukkan bahwa penerapan pemasaran hijau oleh Sejauh Mata Memandang terbukti berpengaruh secara positif terhadap niat pembelian konsumen.

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Green marketing is a marketing strategy with an environmentally friendly approach to all aspects of business activities. The exponential growth of this marketing strategy is based on shift on people’s consumption behaviour who choose to consume environmentally friendly products. Sejauh Mata Memandang is a local fashion business that has implemented this marketing concept since its establishment. Their production processes and business activities as a whole carry an environmental preservation agenda. This study was conducted to determine whether the green marketing strategy can affect consumer purchase intentions. Using a quantitative approach, the survey was distributed to 153 respondents who know green marketing by Sejauh Mata Memandang. The result of the study indicates that the application of green marketing by Sejauh Mata Memandang is proven to have a positive effect on consumers' purchase intentions."

"[ABSTRAKTesis ini membahas tentang faktor-faktor yang merupakan kapabilitas berbasispasar (market-based capabilities) yang berkontribusi terhadap kinerja prosesbisnis utama suatu perusahaan. Penelitian ini merupakan penelitian kuantitatifdengan responden yang merupakan Pekerja Waktu Tidak Tertentu (PWTT) diDivisi Non Fuel Direktorat Pemasaran PT. Pertamina (Persero). Penelitian inidilakukan dengan menggunakan variable pengembangan diferensiasi produk,market sensing, high value customers, market responsiveness, customerrelationship assets, collaborative partnering, transparansi informasi, supplychain leadership dan research & development intensity sebagai acuan untukkinerja proses bisnis utama perusahaan (new product development, customerrelationship management dan supply chain management). Data diolah denganmenggunakan analisis reliabilitas, validitas, korelasi dan structural equationmodeling (SEM). Hasil dari penilaian tersebut akan dijadikan landasan untukmengetahui kontribusi kapabillitas berbasis pasar (market-based capabilities)pada kinerja proses bisnis. Hasil penelitian menunjukkan bahwa pengembangandiferensiasi produk, market sensing, high value customers, market responsiveness,customer relationship assets, collaborative partnering, transparansi informasi,supply chain leadership berkontribusi terhadap kinerja proses bisnis utamaperusahaan

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ABSTRACTThis thesis examines factors which are market-based capabilities that contribute tomain business process performance. This quantitative research based onrespondent who are PT. Pertamina (Persero) Non Fuel Division MarketingDirectorate employee. There are several variables that are used in this research,and those are market-based capabilities, market sensing, developed differentiatedproducts, market sensing, high value customers, market responsiveness, customerrelationship assets, collaborative partnering, information sharing, supply chainleadership, as reference to main business process performance (new productdevelopment, customer relationship management and supply chain management).This research use a reliability analysis, validity, correlation and structural equationmodeling (SEM) as analyzing tools. The result of this research shows us thatdeveloped differentiated products, market sensing, high value customers, marketresponsiveness, customer relationship assets, collaborative partnering, informationsharing, supply chain leadership contribute to main business process performance;This thesis examines factors which are market-based capabilities that contribute tomain business process performance. This quantitative research based onrespondent who are PT. Pertamina (Persero) Non Fuel Division MarketingDirectorate employee. There are several variables that are used in this research,and those are market-based capabilities, market sensing, developed differentiatedproducts, market sensing, high value customers, market responsiveness, customerrelationship assets, collaborative partnering, information sharing, supply chainleadership, as reference to main business process performance (new productdevelopment, customer relationship management and supply chain management).This research use a reliability analysis, validity, correlation and structural equationmodeling (SEM) as analyzing tools. The result of this research shows us thatdeveloped differentiated products, market sensing, high value customers, marketresponsiveness, customer relationship assets, collaborative partnering, informationsharing, supply chain leadership contribute to main business process performance;This thesis examines factors which are market-based capabilities that contribute tomain business process performance. This quantitative research based onrespondent who are PT. Pertamina (Persero) Non Fuel Division MarketingDirectorate employee. There are several variables that are used in this research,and those are market-based capabilities, market sensing, developed differentiatedproducts, market sensing, high value customers, market responsiveness, customerrelationship assets, collaborative partnering, information sharing, supply chainleadership, as reference to main business process performance (new productdevelopment, customer relationship management and supply chain management).This research use a reliability analysis, validity, correlation and structural equationmodeling (SEM) as analyzing tools. The result of this research shows us thatdeveloped differentiated products, market sensing, high value customers, marketresponsiveness, customer relationship assets, collaborative partnering, informationsharing, supply chain leadership contribute to main business process performance, This thesis examines factors which are market-based capabilities that contribute tomain business process performance. This quantitative research based onrespondent who are PT. Pertamina (Persero) Non Fuel Division MarketingDirectorate employee. There are several variables that are used in this research,and those are market-based capabilities, market sensing, developed differentiatedproducts, market sensing, high value customers, market responsiveness, customerrelationship assets, collaborative partnering, information sharing, supply chainleadership, as reference to main business process performance (new productdevelopment, customer relationship management and supply chain management).This research use a reliability analysis, validity, correlation and structural equationmodeling (SEM) as analyzing tools. The result of this research shows us thatdeveloped differentiated products, market sensing, high value customers, marketresponsiveness, customer relationship assets, collaborative partnering, informationsharing, supply chain leadership contribute to main business process performance]"

"Sponsorship telah memperlihatkan pertumbuhan yang luar biasa dan telah menjadi komunikasi pemasaran yang populer untuk meningkatkan kesadaran merek (brand awareness). Tujuan dari penelitian ini adalah untuk menganalisis bagaimana sponsorship mempengaruhi kesadaran merek sponsor. Penelitian ini menggunakan pendekatan kuantitatif dan melibatkan 100 pengunjung Jakarta International Djarum Super Mild Java Jazz Festival 2012 sebagai sampel yang dikumpulkan dengan teknik sampling non-probability dan snowball. Hasil menunjukkan bahwa sponsorship memiliki pengaruh yang signifikan terhadap kesadaran merek. Selanjutnya, analisis regresi berganda mengindikasikan bahwa sponsorship factors dan sponsor factors memiliki pengaruh yang signifikan terhadap kesadaran merek.

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Sponsorship has seen an exceptional growth and became a popular marketing communication to increase brand awareness. The objective of this research is to analyze how sponsorship can effect brand awareness of the sponsor. This research applies quantitative approach and comprises 100 visitors of Jakarta International Djarum Super Mild Java Jazz Festival 2012 as the samples that collected by non-probability and snowball sampling. The results suggest that sponsorship has a significant effect towards brand awareness. Futher, multiple regression analysis also indicates that sponsorship factors and sponsor factors have a significant effect towards brand awareness."

"ABSTRAKPenelitian ini dilakukan untuk menganalisis elemen Bauran Pemasaran yaitu Brand Orientation, Communication Orientation, Product Orientation, Consumption Environment Orientation, Price Orientation, Package Orientation, Sales Interaction Orientation dan Health/Nutrition Conscientious Orientation terhadap Impulse Buying produk Snack Smax Ring Keju. Penelitian ini dilakukan mengingat sungguh banyak sekali produk Makanan Ringan yang beredar di pasar hingga konsumen diperhadapkan pada pilihan yang begitu banyak hingga penelitian ini bertujuan memberikan informasi kepada pemasar perihal faktor-faktor apa saja yang penting untuk mengarahkan konsumen membeli produk tertentu.

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ABSTRACTThis thesis was conducted to analyze elements of Marketing Mix which are Brand Orientation, Communication Orientation, Product Orientation, Consumption Environment Orientation, Price Orientation, Package Orientation, Sales Interaction Orientation dan Health Nutrition Conscientious Orientation on Impulse Buying Snack Product Smax Ring Keju. This thesis was conducted because of many products of snack in the market and makes consument must to choice from many different products, So this thesis intend to give informations to marketers about what important factors to directing consument to buy certain products."

"Dalam penelitian ini, landasan wanita membuat keputusan pembelian dipilih oleh penulis sebagai variabel dari penelitian yang mengangkat tema mengenai marketing to women. Penelitian ini bertujuan untuk mengetahui faktor-faktor yang menentukan keputusan pembelian laptop pada wanita karier ditinjau dari perspektif marketing to women dalam pembuatan keputusan pembelian produk laptop. Pendekatan yang digunakan adalah pendekatan kuantitatif dengan metode survei yang menggunakan teknik non-probability sampling dengan jenis judgemental sampling terhadap sampel populasi yang merupakan wanita karier yang bekerja di kawasan perkantoran Sentral Senayan sebanyak 150 responden. Hasil penelitian menunjukkan bahwa dari beberapa dimensi yang terdapat dalam variabel penelitian, faktor-faktor yang menentukan keputusan pembelian laptop pada wanita karier lebih condong terdorong oleh dimensi fokus strategi daripada dimensi-dimensi lainnya, dikarenakan semua indikator pada dimensi tersebut masuk dalam range tinggi. Meskipun semua indikator dalam dimensi fokus strategi masuk dalam range tinggi, namun nilai indikator tertinggi ditempati oleh indikator sebelum memutuskan untuk membeli laptop, terlebih dahulu memperbandingkan dengan beberapa merek lainnya yang terdapat pada dimensi kunci komunikasi.

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In this research, women?s buying decision making was chosen as variabel based on ?Marketing to Women? concept. This research aimed to find out factors which affect women in deciding to buy laptops. The approach of this research is quantitative by survey as a methodology that utilize a technic of non-probability sampling with a type of judgemental sampling towards population sample which are career women who are working in the area of Sentral Senayan office of 150 respondents.

The result of this research show that from all dimensions of the variables contained in the research, the factors determining the decision of purchasing laptop on career women is driven more by focus strategies dimension than other dimensions, because all the indicators on this dimension are included in the high range. Although all indicators in the dimension of the focus strategies are included in the high range, but the highest indicator value is occupied by the indicator where women tend to compare between some brands before deciding to buy a laptop, which exist in the dimensions of communication keys."