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"[ABSTRAKPerkembangan konsumen dengan gaya hidup pro lingkungan semakinmeningkat di dunia, khususnya di Indonesia. Banyak perusahaan dan organisasimemanfaatkan hal tersebut dengan menerapkan corporate social marketing(CSM) untuk mengubah perilaku konsumennya. Seperti yang telah dilakukan olehThe Coca Cola Company dalam program ?Break the Bottle? pada produk Ades.Penelitian ini dilakukan untuk melihat bagaimana pengaruh penggunaan stimulasisensori dalam suatu program sosial terkait dengan branding behavior yangditerapkan. Data diperoleh dengan melakukan eksperimen dan surveymenggunakan kuesioner. Hasil penelitian ini menemukan bahwa denganmemberikan stimulasi sensori tinggi dengan meremukkan botol plastikmenggunakan tangan akan berpengaruh signfikan terhadap penerimaan pesanmelalui penerapan branding behavior. Namun hal tersebut hanya akanberpengaruh pada konsumen yang pro lingkungan. Oleh karena itu, hasilpenelitian ini menyarankan perusahaan perlu menekankan pelaksanaan programsosial pada penyampaian inti dari pesan sosialnya. Selain itu, perusahaan jugasebaiknya menyediakan informasi dan fasilitas yang mendukung kemudahanaudiens untuk melakukan perilaku agar dapat meningkatkan keterlibatan danpartisipasi audiens sesuai dengan tujuan program sosial.

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ABSTRACTPro-environmental consumer?s lifestyle is increasing all over the world,particularly in Indonesia. Many companies and organizations take advantage ofthis by applying corporate social marketing (CSM) to change their consumerbehavior. As performed by The Coca Cola Company within its program entitled?Break the Bottle? for Ades. This study was conducted to see how it affects theuse of sensory stimulation within a social program related to branding behavioractivity applied. Data was obtained by performing experimental research andsurveys using questionnaires. The results of this study found that high sensorystimulation will have a significant influence on the acceptance of brandingmessage through the implementation of branding behavior. However, it will onlyaffect the pro-environmental consumer. Threfore, results of this study suggest thatcompanies need to emphasize the implementation of social programs in thedelivery of the core of the social message. In addition, the company should alsoprovide information and facilitate the audience to perform the behavior in orderto increase the involvement and participation of the audience according byobjectives of social programs.;Pro-environmental consumer?s lifestyle is increasing all over the world,particularly in Indonesia. Many companies and organizations take advantage ofthis by applying corporate social marketing (CSM) to change their consumerbehavior. As performed by The Coca Cola Company within its program entitled?Break the Bottle? for Ades. This study was conducted to see how it affects theuse of sensory stimulation within a social program related to branding behavioractivity applied. Data was obtained by performing experimental research andsurveys using questionnaires. The results of this study found that high sensorystimulation will have a significant influence on the acceptance of brandingmessage through the implementation of branding behavior. However, it will onlyaffect the pro-environmental consumer. Threfore, results of this study suggest thatcompanies need to emphasize the implementation of social programs in thedelivery of the core of the social message. In addition, the company should alsoprovide information and facilitate the audience to perform the behavior in orderto increase the involvement and participation of the audience according byobjectives of social programs.;Pro-environmental consumer?s lifestyle is increasing all over the world,particularly in Indonesia. Many companies and organizations take advantage ofthis by applying corporate social marketing (CSM) to change their consumerbehavior. As performed by The Coca Cola Company within its program entitled?Break the Bottle? for Ades. This study was conducted to see how it affects theuse of sensory stimulation within a social program related to branding behavioractivity applied. Data was obtained by performing experimental research andsurveys using questionnaires. The results of this study found that high sensorystimulation will have a significant influence on the acceptance of brandingmessage through the implementation of branding behavior. However, it will onlyaffect the pro-environmental consumer. Threfore, results of this study suggest thatcompanies need to emphasize the implementation of social programs in thedelivery of the core of the social message. In addition, the company should alsoprovide information and facilitate the audience to perform the behavior in orderto increase the involvement and participation of the audience according byobjectives of social programs., Pro-environmental consumer’s lifestyle is increasing all over the world,particularly in Indonesia. Many companies and organizations take advantage ofthis by applying corporate social marketing (CSM) to change their consumerbehavior. As performed by The Coca Cola Company within its program entitled“Break the Bottle” for Ades. This study was conducted to see how it affects theuse of sensory stimulation within a social program related to branding behavioractivity applied. Data was obtained by performing experimental research andsurveys using questionnaires. The results of this study found that high sensorystimulation will have a significant influence on the acceptance of brandingmessage through the implementation of branding behavior. However, it will onlyaffect the pro-environmental consumer. Threfore, results of this study suggest thatcompanies need to emphasize the implementation of social programs in thedelivery of the core of the social message. In addition, the company should alsoprovide information and facilitate the audience to perform the behavior in orderto increase the involvement and participation of the audience according byobjectives of social programs.]"

"ABSTRAKSkripsi ini membahas tentang strategi promosi daerah Kumamoto yang dilakukan melalui yuru kyara Kumamon. Penelitian ini adalah penelitian kualitatif dengan metode deskriptif. Penelitian ini membahas mengenai strategi-strategi promosi yang dilakukan oleh daerah Kumamoto untuk meningkatkan sektor perekonomian dan pariwisata daerah. Hasil penelitian menunjukkan bahwa Kumamon yang digunakan sebagai media branding Kumamoto telah berhasil dalam menjalankan fungsinya untuk meningkatkan citra daerah serta meningkatkan perekonomian. Keberhasilan Kumamon sebagai media promosi daerah Kumamoto dibuktikan dengan peningkatan jumlah wisatawan yang terus meningkat dari tahun ke tahun sejak dibuatnya Kumamon pada tahun 2010.

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ABSTRACTThe focus of this study is to describe the Kumamoto area promotion strategy carried through yuru kyara Kumamon. This study is conducted qualitative descriptive method. The purpose of this study is to understand the strategies of promotion done by the Kumamoto area to enhance the local economy and tourism. The result of the study shows that Kumamon used as a branding medium Kumamoto, has succeded in carrying out the function to enhance the image and economy of the area. Kumamon success as a media campaign Kumamoto region is evidenced by the increasing number of travelers from year to year since Kumamon made in 2010."