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"ABSTRAKGo-Jek merupakan transportasi online yang dikenal masyarakat Indonesia. Dalam mempertahankan diri dari pada pesaing, maka Go-Jek harus siap bersaing dengan competitor lainnya dan terus mengembangkan inovasi untuk dapat bertahan di industry transportasi online ini. Oleh karena itu, Go-Jek harus merumuskan strategi pemasaran yang efektif agar dapat meningkatkan dan mempertahankan pangsa pasarnya. Go-Jek menggunakan alat komunikasi, yaitu Bauran Promosi atau dikenal dengan Marketing communications Mix untuk meningkatkan keputusan pembelian dari konsumen. Alat yang digunakan untuk pengukuran dari Marketing communications Mix yang terdiri dari Advertising, Sales Promotion, Event, Direct Marketing, Internet Marketing, Personal Selling, dan Word-of-mouth. Tiap indikator tersebut mempunyai cara dan peran masing-masing dalam pendekatan ke konsumen. Penelitian ini akan berfokus pada hubungan secara langsung dari Marketing communications Mix yang digunakan Go-Jek terhadap keputusan pembelian atau penggunaan jasa, baik hubungan secara langsung atau menggunakan mediator dari Brand Trust, Brand Credibility, dan Brand Commitment. Penelitian diharapkan dapat memberikan masukan untuk penelitian selanjutnya, khususnya mengenai Marketing Communications Mix terhadap keputusan pembelian atau penggunaan jasa dengan ataupun tanpa mediator, di industri yang sama atau berbeda.

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ABSTRACTGo Jek is an online transportation known to the people of Indonesia. In defending from competitors, Go Jek must be ready to compete with other competitors and continue to develop innovations to survive in this online transportation industry. Therefore, Go Jek must formulate effective marketing strategies in order to increase and maintain its market share. Go Jek uses a communication tool, the Promotional Mix or otherwise known as Marketing Communications Mix to improve purchasing decisions from consumers. Tools used for measurement of Marketing Communications Mix consisting of Advertising, Sales Promotion, Event, Direct Marketing, Internet Marketing, Personal Selling, and Word of mouth. Each of these indicators has their own ways and roles in the approach to the consumer. This study will focus on the direct relationship of Marketing Communications Mix that Go Jek uses to purchase or use decisions, either directly or using the mediators of Brand Trust, Brand Credibility, and Brand Commitment. Research is expected to provide input for further research, particularly regarding Marketing Communications Mix on purchasing decisions or use of services with or without mediators, in the same or different industries. "

"[ ABSTRAKIndustri musik saat ini sudah merambah ke ranah digital. Perilaku masyarakat terhadap musik pun berubah dimana mereka lebih memilih untuk mengakses musik secara digital daripada secara fisik. Kemudahan tersebut juga berdampak terhadap semakin ketatnya persaingan antar musisi yang membuat munculnya banyak pilihan musik. Dikarenakan hal tersebut, pemain dalam industri musik harus membuat dirinya menonjol diantara pemain lainnya agar dapat bertahan di industri ini. Salah satu caranya adalah dengan menggunakan guerilla marketing yang dapat menangkap perhatian orang-orang dengan memberikan efek surprise agar terjadi diffusion effect dan dengan biaya yang relatif rendah terutama dengan utilisasi media baru sebagai media alternatif. Penggunaan guerilla marketingmerupakan hal yang tidak lazim di Industri musik, namun sebuah grup band yang berasal dari Montreal bernama Arcade Fire mencapai kesuksesan dalam penjualan album barunya, Reflektor, dengan menerapkan guerilla marketinguntuk memasarkan album tersebut. Pihak Arcade Fire mengimplementasi penggunaan guerilla marketing tersebut berdasarkan model marketing A.I.D.A dan memanfaatkan media baru. Melalui hal ini, hasil akhir yang diharapkan adalah action dari masyarakat berupa pembelian album. Tulisan inidibuat untuk menganalisa penggunaan guerilla marketingdengan menggunakan media baru di dalam industrimusik;

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ABSTRACTNowadays, the music industry is venturing into the digital realm. People’s behaviour towards music is changing whereas people nowadays prefer ro access music digitally rather than physically. This convinience also resulted in the increasing competition among musicians who provide music options. Based on this, a music industry player must make himself stand out among other players in order to survive in this industry. One of theway is by using guerilla marketing to promote their music which be able to capture people’s attention by surprising (surprise effect) them in order to create a diffusion effect at relatively at low cost, especially by the emergence of the new media as an alternative media. The usage of guerrilla marketing in the music industry is not a common thing, but Arcade Fire, a band from Montreal, achieved success by selling their newest album using guerrilla marketing. The implementation of this successful guerrilla marketing strategy is based on the AIDA marketing model and new media usage. Through this strategy, the expected result is action from the community in the form of purchasing the album. This paper is made to analyze the usage or guerilla marketing through new media in the

music industry., Nowadays, the music industry is venturing into the digital realm. People’s behaviour towards music is changing whereas people nowadays prefer ro access music digitally rather than physically. This convinience also resulted in the increasing competition among musicians who provide music options. Based on this, a music industry player must make himself stand out among other players in order to survive in this industry. One of theway is by using guerilla marketing to promote their music which be able to capture people’s attention by surprising (surprise effect) them in order to create a diffusion effect at relatively at low cost, especially by the emergence of the new media as an alternative media. The usage of guerrilla marketing in the music industry is not a common thing, but Arcade Fire, a band from Montreal, achieved success by selling their newest album using guerrilla marketing. The implementation of this successful guerrilla marketing strategy is based on the AIDA marketing model and new media usage. Through this strategy, the expected result is action from the community in the form of purchasing the album. This paper is made to analyze the usage or guerilla marketing through new media in the

music industry.]"