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Abstrak :
[ABSTRAK
Perkembangan konsumen dengan gaya hidup pro lingkungan semakin meningkat di dunia, khususnya di Indonesia. Banyak perusahaan dan organisasi memanfaatkan hal tersebut dengan menerapkan corporate social marketing (CSM) untuk mengubah perilaku konsumennya. Seperti yang telah dilakukan oleh The Coca Cola Company dalam program ?Break the Bottle? pada produk Ades. Penelitian ini dilakukan untuk melihat bagaimana pengaruh penggunaan stimulasi sensori dalam suatu program sosial terkait dengan branding behavior yang diterapkan. Data diperoleh dengan melakukan eksperimen dan survey menggunakan kuesioner. Hasil penelitian ini menemukan bahwa dengan memberikan stimulasi sensori tinggi dengan meremukkan botol plastik menggunakan tangan akan berpengaruh signfikan terhadap penerimaan pesan melalui penerapan branding behavior. Namun hal tersebut hanya akan berpengaruh pada konsumen yang pro lingkungan. Oleh karena itu, hasil penelitian ini menyarankan perusahaan perlu menekankan pelaksanaan program sosial pada penyampaian inti dari pesan sosialnya. Selain itu, perusahaan juga sebaiknya menyediakan informasi dan fasilitas yang mendukung kemudahan audiens untuk melakukan perilaku agar dapat meningkatkan keterlibatan dan partisipasi audiens sesuai dengan tujuan program sosial.

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ABSTRACT
Pro-environmental consumer?s lifestyle is increasing all over the world, particularly in Indonesia. Many companies and organizations take advantage of this by applying corporate social marketing (CSM) to change their consumer behavior. 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 the use of sensory stimulation within a social program related to branding behavior activity applied. Data was obtained by performing experimental research and surveys using questionnaires. The results of this study found that high sensory stimulation will have a significant influence on the acceptance of branding message through the implementation of branding behavior. However, it will only affect the pro-environmental consumer. Threfore, results of this study suggest that companies need to emphasize the implementation of social programs in the delivery of the core of the social message. In addition, the company should also provide information and facilitate the audience to perform the behavior in order to increase the involvement and participation of the audience according by objectives of social programs.;Pro-environmental consumer?s lifestyle is increasing all over the world, particularly in Indonesia. Many companies and organizations take advantage of this by applying corporate social marketing (CSM) to change their consumer behavior. 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 the use of sensory stimulation within a social program related to branding behavior activity applied. Data was obtained by performing experimental research and surveys using questionnaires. The results of this study found that high sensory stimulation will have a significant influence on the acceptance of branding message through the implementation of branding behavior. However, it will only affect the pro-environmental consumer. Threfore, results of this study suggest that companies need to emphasize the implementation of social programs in the delivery of the core of the social message. In addition, the company should also provide information and facilitate the audience to perform the behavior in order to increase the involvement and participation of the audience according by objectives of social programs.;Pro-environmental consumer?s lifestyle is increasing all over the world, particularly in Indonesia. Many companies and organizations take advantage of this by applying corporate social marketing (CSM) to change their consumer behavior. 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 the use of sensory stimulation within a social program related to branding behavior activity applied. Data was obtained by performing experimental research and surveys using questionnaires. The results of this study found that high sensory stimulation will have a significant influence on the acceptance of branding message through the implementation of branding behavior. However, it will only affect the pro-environmental consumer. Threfore, results of this study suggest that companies need to emphasize the implementation of social programs in the delivery of the core of the social message. In addition, the company should also provide information and facilitate the audience to perform the behavior in order to increase the involvement and participation of the audience according by objectives of social programs., Pro-environmental consumer’s lifestyle is increasing all over the world, particularly in Indonesia. Many companies and organizations take advantage of this by applying corporate social marketing (CSM) to change their consumer behavior. 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 the use of sensory stimulation within a social program related to branding behavior activity applied. Data was obtained by performing experimental research and surveys using questionnaires. The results of this study found that high sensory stimulation will have a significant influence on the acceptance of branding message through the implementation of branding behavior. However, it will only affect the pro-environmental consumer. Threfore, results of this study suggest that companies need to emphasize the implementation of social programs in the delivery of the core of the social message. In addition, the company should also provide information and facilitate the audience to perform the behavior in order to increase the involvement and participation of the audience according by objectives of social programs.]

Abstrak :
ABSTRAK
Skripsi 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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ABSTRACT
The 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.