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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."

"Penelitian ini mengkaji penerapan manajemen event oleh Divisi Brand Marketing LOB 1 PT Bintang Toedjoe dalam keterlibatannya sebagai sponsor pada gelaran Green Day 2025 Jakarta melalui brand Extrajoss Ultimate. Kajian dilakukan menggunakan pendekatan kualitatif dengan metode deskriptif, serta melibatkan teknik wawancara mendalam, dokumentasi, dan observasi sebagai alat pengumpulan data. Analisis difokuskan pada lima tahapan manajemen event menurut kerangka Goldblatt: riset, desain, perencanaan, koordinasi, dan evaluasi. Hasil studi menunjukkan bahwa strategi aktivasi merek telah dirancang secara adaptif dengan mempertimbangkan karakteristik audiens Gen Z dan milenial, serta mampu membangun interaksi bermakna selama berlangsungnya event. Meskipun menghadapi tantangan operasional seperti reposisi lokasi booth dan komunikasi lintas tim yang belum optimal, tim mampu mengimplementasikan respons taktis dan adaptasi berbasis situasi. Keterlibatan dalam event berdampak pada peningkatan brand awareness, pencapaian target sampling, serta eksposur digital yang signifikan. Temuan ini menunjukkan bahwa penerapan manajemen event yang tepat dapat menjadi instrumen efektif dalam memperkuat posisi merek dalam ekosistem sponsorship event musik berskala besar.

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This study explores the implementation of event management by the Brand Marketing Division (LOB 1) of PT Bintang Toedjoe in its role as a sponsor at the Green Day 2025 Jakarta concert through the Extrajoss Ultimate brand. A qualitative descriptive approach was employed, incorporating in-depth interviews, documentation, and observation for data collection. The analysis follows Goldblatt’s five-phase model of event management: research, design, planning, coordination, and evaluation. The findings reveal that the brand activation strategy was developed responsively, aligning with the lifestyle and preferences of millennial and Gen Z audiences. Despite encountering operational challenges, such as last-minute booth relocation and cross-functional communication gaps, the team demonstrated adaptive coordination and situational problem-solving. The sponsorship yielded positive outcomes in brand awareness growth, target sampling achievement, and expanded digital reach. These results underscore how structured event management can enhance brand positioning within large-scale music event sponsorships."

"Penelitian 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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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."

"Penelitian ini membahas mengenai strategi pemasaran digital pada penyelenggaraan event Indonesia Dental Exhibition and Conference (IDEC) 2023 yang dibandingkan dengan strategi pemasaran digital pada event IDEC 2025. Fokus utama penelitian ini adalah menganalisis strategi pemasaran digital yang telah diterapkan pada event IDEC 2023, serta melakukan perencanaan strategi pemasaran digital untuk event IDEC 2025 dengan menambahkan platform baru untuk meningkatkan visitor. Metode penelitian yang dilakukan menggunakan pendekatan kualitatif yang mencakup wawancara, observasi, dan analisis dokumen. Informan dari penelitian ini terdiri dari Project Director, Project Head, dan Tim Marketing IDEC. Hasil penelitian ini menunjukkan bahwa strategi pemasaran digital IDEC 2023 dengan memanfaatkan platform digital seperti Instagram, Facebook, website resmi, email blast, dan kerja sama dengan media partner dapat menarik lebih dari 5.000 pengunjung. Sementara itu, untuk IDEC 2025 strategi pemasaran digital dirancang lebih interaktif dengan penambahan WhatsApp sebagai platform tambahan dengan harapan dapat menarik 6.000 pengunjung. Penelitian ini memberikan kontribusi bagi penyelenggara event dan praktisi pariwisata dalam merancang strategi pemasaran digital yang lebih efektif.

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This research discusses the digital marketing strategy in organizing the Indonesia Dental Exhibition and Conference (IDEC) 2023 event which is compared with the digital marketing strategy for the IDEC 2025 event. The main focus of this research is to analyze the digital marketing strategies that have been implemented at the IDEC 2023 event, as well as planning digital marketing strategies for the IDEC 2025 event by adding new platforms to increase visitors. The research method used a qualitative approach that included interviews, observations, and document analysis. The informants of this research consisted of the Project Director, Project Head, and IDEC Marketing Team. The results of this study show that IDEC 2023's digital marketing strategy by utilizing digital platforms such as Instagram, Facebook, official website, email blasts, and cooperation with media partners can attract more than 5,000 visitors. Meanwhile, for IDEC 2025 the digital marketing strategy was designed to be more interactive with the addition of WhatsApp as an additional platform with the hope of attracting 6,000 visitors. This research contributes to event organizers and tourism practitioners in designing more effective digital marketing strategies."

"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."