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"Sebagian besar toko ritel saat ini menggunakan musik sebagai background toko. Akan tetapi musik yang diputar tidak dimanfaatkan secara maksimal untuk mempengaruhi konsumen. Kurangnya referensi menyebabkan pemakaian musik background kurang efektif. Oleh karena itu, diperlukan penelitian yang lebih mendetail mengenai pengaruh musik. Penelitian ini menggunakan metode eyetracking untuk merekam gerakan mata. Responden diperlihatkan suatu gambar stimulus sama pada kondisi tanpa musik, musik tempo lambat, dan musik tempo cepat dengan menggunakan musik instrument. Hasilnya menunjukkan musik tempo secara signifikan mempengaruhi durasi fiksasi responden pada kategori Brand pada gambar stimulus sedangkan pada kategori Price tidak signifikan.

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Most of retail stores currently use the music as background of store. But the music that was played was not fully utilized to influence consumers. The lack of reference leads to less effective use of background music. Therefore, more detailed research is needed regarding influence of music. This study used eyetracking method for recording eye movements. Respondents were shown a picture of the same visual stimulus in the three of condition, no music, slower tempo music, faster tempo music using a musical instrument. The result show that the music tempo significantly affect the fixation duration of the respondents in the brand category on the picture while price category was not significant."

"Pada beberapa tahun kebelakang, salah satu merek minuman kekinian yang mengalami perkembangan pesat di Indonesia adalah Mixue, sebuah merek asal Cina yang menjual es krim dan minuman. Penelitian ini menganalisis bagaimana strategi bauran pemasaran (7P) yang Mixue terapkan untuk dapat berkembang cepat di Indonesia. Hasil penelitian menunjukan bahwa Mixue telah mengimplementasikan setiap elemen bauran pemasaran dengan cukup baik, namun Mixue tetap perlu memaksimalkan beberapa elemen. Temuan ini dapat menjadi wawasan yang berharga bagi pebisnis di industri makanan dan minuman, terutama mereka yang hendak memasuki pangsa pasar baru.

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One of the contemporary beverage brands that has seen remarkable growth in Indonesia over the last few years is Mixue, a Chinese brand that sells ice cream and drinks. This study analyzes how Mixue implements the marketing mix strategy (7Ps) to grow quickly in Indonesia. The findings showed that Mixue had done a good job of implementing each component of the marketing mix, but Mixue still needs to maximize several elements. These findings may provide insights for businesses in the food and beverage industry, particularly those looking to expand into new market."

"Bentuk nyata sebuah produk adalah penting bagi konsumen. Karena melaluinya, konsumen dapat mempersepsikan kualitas yang ditawarkan. dalam konteks jasa, ketidakberwujudan produk mendorong pemasar untuk menggunakan simbol dan bentuk fisik lainnya guna menginformasikan kualitas jasa. Dengan menggunakan lingkungan fisik sebagai simbol kualitas, penelitian ini bertujuan untuk mengetahui pengaruh store atmosphere sebuah bioskop terhadap repurchase intention konsumen. Penelitian menggunakan metode non probabilita sampling dengan teknik purposive, dan melibatkan 110 responden yang merupakan bagian dari pengunjung bioskop Blitzmegaplex Bekasi Cyber Park. Hasil penelitian menunjukkan bahwa pengaruh yang terbentuk di antara store atmosphere dengan repurchase intention adalah sebesar 28,3%.

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The tangibility of a products is important for consumers. Because through this, consumers may perceive the quality that have been offered. In services marketing context, the tangibility of product encourages marketers to use symbols and other physical forms, in order to inform the quality of services. This study aimed to determine the effect of a cinema’s store atmosphere on consumer’s repurchase intention, by using the physical environment as a symbol of quality. It used a nonprobability sampling method with purposive technique, and involved 110 respondents, which are part of Blitzmegaplex Bekasi Cyber Park cinema visitors. However, the results of this study indicate that, store atmosphere affect the consumer’s repurchase intention, with only 28,3% effects."

"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."

"Computer industry in Indonesia gains a significant growth, about 20 percent - 25 percent every year. In market 2 million units sold for 2007, a small amount compare to 220 million live. With market this big, there?ll be positive increase of technology industry about 14 percent in 2010. Risk factor affecting the Company is: global markets for personal computers, and related peripherals and service are highly competitive and subject to rapid technological change. If the company is unable to compete effectively in these markets, its financial condition and operating results could be materially adversely affected. This under score the problem on how experiential marketing effecting the word of mouth behavior of Macintosh consumer.

Research of experiential marketing based on Bern H. Schmitt book Experiential Marketing: how to get your customers to sense, feel, think, act, and relate to your company and brand, the Free Press, 1999. Experiential marketing as independent variable measure by five dimensional: sense, feel, think, act, and relate. The dependent variable is word of mouth have three dimensional that become one variable measurable: costumer satisfaction, opinion leadership, and contiguous product.

Research method use survey to observe sample (Millis id-Mac), that use non probability sampling method for 78 respondent. To measure this research use semantic differential scale 1 for negative pole and 7 for positive pole. To analyze survey result use SPSS 12, confirmatory factor analysis and multiple linier regression.

Respondent descriptive result show that MacBook have the bigger market that other type of Mac. As for result experiential marketing have two significant dimensional: think and act, both dimensional have high score for significant outcome.

This research conclusion, that experiential marketing have significant effect on word of mouth behavior for Macintosh consumer. Thou relate did not have such same result, it because the majority of market shares from creative professional has been place with personal user and education."

"Sebuah merek mewakili nilai fungsional, nilai kesenangan, nilai simbolik yang merefleksikan karakter dari seorang pembeli, citra negara asal yang memperlihatkan kecakapan produsennya. Itu semua membuat sebuah produk mudah "terbaca".Untuk dapat menyelediki pengaruh dari citra negara asal pada persepsi kualitas konsumen, maka keempat merek notebook-Acer, Toshiba, MacBook Apple dan Zyrex dibandingkan. Responden penelitian ini adalah yang memiliki notebook yang asli dan bukan barang bekas atau barang ilegal karena dianggap tidak dapat mewakili kondisi asli produk. Pertanyaan penelitian ini adalah: (1) Adakah pengaruh citra negara asal terhadap persepsi kualitas konsumen?, (2) Apakah terdapat perbedaan citra negara tempat asal merek notebook pada masing-masing merek?, (3) Apakah terdapat perbedaan persepsi kualitas pada masing-masing merek produk notebook?.Penelitian ini menggunaakan metode survei. Kemudian struktur model dilakukan dengan menggunakan regresi sederhana. Untuk memastikan perbedaan masingmasing merek, dalam penelitian ini juga dilakukan uji One Way Anova untuk mengetahui perbedaan analisis dalam populasi. Bonferroni juga digunakan untuk melihat lebih jauh merek mana yang berbeda dari merek yang lain.Hasil penelitian ini menunjukkan: (1) terdapat pengaruh citra negara asal terhadap persepsi kualitas konsumen dalam korelasi positif yang searah. Hal ini menunjukkan sebuah citra negara asal yang tinggi akan meningkatkan persepsi kualitas konsumen.. (2) terdapat perbedaan citra negara tempat asal merek notebook pada masing-masing merek. (3) terdapat perbedaan persepsi kualitas pada masing-masing merek produk notebook.Implikasi penelitian ini adalah penggunaan strategi penamaan merek dapat membantu untuk meningkatkan penjualan dengan menyebutkan asal negara atau meletakkan label ?made-in? produk. Untuk produk Indonesia yang bertujuan untuk memenangkan persaingan industri dapat memberikan nama asing untuk dapat menarik perhatian konsumen dan mencapai citra produk yang lebih baik.

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In tegnology market, a brand name play the important role in consumer?s purchase decision, so is country of origin. A brand name represent functional value, pleasure value and symbolic values as a reflection of buyers?s self image; country of origin image address the producer?s competences. The whole of those makes a product easier to "read".To explore the effect of country of origin on perceived quality consumen, four brands of notebook-Acer, Toshiba, MacBook Apple and Zyrex are compared. The research used survey method with subjects to have the original products of particular brand-not second hand products and/or not black market goods-to make sure the validity of answers about the brands. These research questions is: (1) is there impact from country of origin on consumer perceived quality?, (2) are there differences of country of origin among each brands?, (3) are there differences of perceived quality among each brands?.These reseach use survey method. Model structure will be tested by singleregression. To measure the difference among the brands, the research also conducted One Way Anova test to know the variance analysis in the population area. Bonferroni also used to find out which brand(s) differ from other.Based on research question, the research indicates the following result: (1) there is impact from country of origin image on consumer perceived quality in positive linear direction. It showed that high country of origin image increase consumer perceived quality. (2) there are differences of country of origin image among each brands. (3) there are differences of country of origin of consumer perceived quality among each brands.The implication from the result reseach is brand-naming strategy can help to increase sales by mentioning in the home-country or put the ?made-in? label on products. For Indonesian?s products in the purpose to survive or even win the competiton in industry companies may considered to give foreign brand name to attract consumer?s attention and achieve a better product image."