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"This book balances the concepts and tools used for solving marketing problems with numerous case studies that challenge students to apply what they've learned."

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"Pandemi COVID-19 mendorong peningkatan penggunaan perangakat seluler. Hal tersebut memicu meningkatnya tren pemasaran baru yang memanfaatkan perangkat seluler, yakni mobile marketing. Di sisi lain, salah satu metode yang paling banyak menjadi penunjang mobile marketing adalah gamifikasi. Gamifikasi diartikan sebagai sistem yang mengaplikasikan elemen desain permainan ke dalam konteks non-permainan bertujuan untuk mengubah perilaku seseorang. Dimana target utama dari gamifikasi ini adalah generasi milenial dan generasi z. Namun, dikarenakan gamifikasi merupakan konsep yang tergolong baru, penelitian akademis yang dapat menjadi standarisasi implementasi gamifikasi masih sangat terbatas. Oleh karena itu, dibutuhkan evaluasi terhadap pengaruh dari gamifikasi yang dapat menjadi acuan perusahaan dalam implementasinya. Penelitian ini menggunakan teori Structural Equation Modeling (SEM) untuk menganalisis pengaruh gamifikasi pada Gojek yang merupakan salah satu perusahaan Indonesia yang mengimplementasi gamifikasi sebagai strategi mobile marketing. Kuesioner penelitian disebarluaskan kepada pengguna Gojek yang lahir pada tahun 1980 – 2010. Sebanyak total 913 responden didapatkan. Hasil pengolahan data dengan metode Structural Equation Modeling (SEM) menunjukkan bahwa faktor-faktor yang memengaruhi customer engagement dan loyalitas pelanggan dengan gamifikasi adalah hedonic value, utilitarian value, satisfaction, brand love, brand loyalty, positive word of mouth, dan resistance to negative information. Perancangan strategi dilakukan menggunakan why how laddering dan strategy to mission matrix.

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The COVID-19 pandemic has prompted an increase in the use of mobile devices. This has triggered a new marketing trend that utilizes mobile devices, namely mobile marketing. On the other hand, one of the methods that support mobile marketing the most is gamification. Gamification is defined as a system that applies game design elements to a non-game context in order to change a person's behavior. Where the main target of this gamification is the millennial generation and generation z. However, because gamification is a relatively new concept, academic research that can standardize the implementation of gamification is still very limited. Therefore, it is necessary to evaluate the effect of gamification which can be a reference for companies in its implementation. This study uses Structural Equation Modeling (SEM) theory to analyze the effect of gamification on Gojek, which is one of the Indonesian companies that implements gamification as a mobile marketing strategy. Research questionnaires were distributed to Gojek users who were born in 1980 – 2010. A total of 913 respondents were obtained. The results of data processing using the Structural Equation Modeling (SEM) method show that the factors that influence customer engagement and customer loyalty with gamification are hedonic value, utilitarian value, satisfaction, brand love, brand loyalty, positive word of mouth, and resistance to negative information. Strategy design is done using why how laddering and strategy to mission matrix."

"Dalam Tesis ini penulis menilai harga wajar saham PT Aqua Golden Mississippi Tbk pada saat melakukan go private dengan menggunakan data proyeksi tahun 2005-2010 dan data keuangan Actual tahun 2005-2007, yang ternyata hanya dapat direalisasi berkisar antara 38% - 50 % saja. Penilaian harga wajar saham dilakukan dengan menggunakan 3 metode pendekatan yakni pendekatan income yang dalam hal ini menggunakan Dis- counted Cash Flow (DCF) dan Dividend Discount Model (DDM), dan sebagai pembanding, juga menggunakan pendekatan asset yakni Net Asset Value (NAV) dan pendekatan pasar dengan menggunakan Price Earnings Ratio (PER) untuk industri makanan dan minuman. Dengan menggunakan ketiga metode pendekat- an tersebut diharapkan lebih mendekati harga wajar saham PT Aqua Golden Mississippi Tbk yang pada saat proses go private menawarkan harga pembelian kembali (buyback) sebesar Rp 100.000 per lembar. Berdasarkan ketiga pendekatan tersebut diperoleh penilaian harga wajar saham: (1) dengan Discounted Cash Flow (DCF) sebesar Rp 139.350 per lembar. Namun karena proyeksi dinilai terlalu agresif, yang hanya dapat dicapai berkisar antara 38% - 50% untuk tahun 2005 – 2007, maka harga wajar saham di prorata menjadi Rp 69.675 per lembar. (2) dengan Dividend Discount Model (DDM) menghasilkan harga wajar sebesar Rp 18.859 per lembar. Penilaian dengan metode ini sangat tergantung pada kebijakan dalam membayar dividen, bukan berdasarkan profitabilitas. (3) dengan Net Asset Value (NAV), yang menghasil- kan harga wajar sebesar Rp 32.969 per lembar, dan (4) dengan Price Earnings Ratio (PER) untuk industri makanan dan minuman menghasilkan harga wajar sebesar Rp 70.739 per lembar. Dengan menggunakan keempat metode tersebut, metode Discounted Cash Flow dan Price Earnings Ratio dianggap paling mendekati harga wajar saham. Untuk itu dapat disimpulkan bahwa harga penawaran pembelian kembali (buyback) oleh Perseroan sebesar Rp 100.000 per lembar sudah diatas harga wajar.

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In this thesis I make a valuation of PT Aqua Golden Mississippi Tbk ‘s share fair value exactly as at the company took corporate action for going private, using the company’s projection data for 2005-2010 and the actual financial data for 2005-2007 which can only be realized about 38% to 50% during the period.

The valuation of the share fair value uses three approaches: income approach which uses Discounted Cash Flow (DCF) and Dividend Discount Model (DDM), while other approaches are used for a comparation purpose: assets approch, uses Net Asset Value (NAV) and market approach, uses Price Earnings Ratio (PER) of food and beverages industry. The three appoaches are expected can give an appropriate result of PT Aqua Golden Mississippi Tbk’s share market fair value, in which the company offered buyback share price for IDR 100.000,- as at the going private action was taken.

Based on the three approaches, result of the share fair value can be described as follow: (1) Discounted Cash Flow (DCF) for IDR 139.350 per share, but, since the projection is consider as too agresive, on which the realization figure during 2005-2007 were only 38% to 50% , therefor the fair value should be about IDR 69.675 per share. (2) Dividend Discount Model (DDM) for IDR 18.859 per share. This valuation method depands on the company’s policy to determine the dividend amount per share, and not depands on the profitabilities. (3) Net Asset Value (NAV), for IDR 32.969 per share, and (4) Price Earnings Ratio (PER) for foods and beverages industry, for IDR 70.739 per share.

Among the four method, the Discounted Cash Flow and the Price Earnings Ratio are treated as better methods then others and therefor the rusult can reflect the market fair value. Finally I can make a conclusion that the buyback price offered by the company for IDR Rp 100.000,- was above the fair value."