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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 :
Skripsi ini bertujuan untuk memahami bagaimana penyampaian identitas branding melalui persepsi sensori pada ruang pamer. Branding adalah salah satu cara yang diperlukan untuk memperkenalkan identitas dan nilai-nilai (sektor industri dan jasa), melalui iklan di televisi, koran, majalah, dan media digital dan platform media sosial lainnya. Ketika media dua dimensi sudah banyak digunakan banyak dari perusahaan ini yang mencoba menggunakan media tiga dimensi untuk melibatkan konsumen mereka secara lebih maksimal, salah satunya melalui pameran. Lindstrom (2005) mengungkapkan bahwa dalam menciptakan brand ketika melibatkan indra yang lebih banyak maka semakin tinggi memori sensori diaktifkan. Melalui media tiga dimensi ada peluang besar untuk melibatkan seluruh indra yang dimiliki manusia karena menurut Knudtzen, Bjerre, dan Heding (2008), ketika konsumen diberikan stimuli dari lingkungan di sekitarnya melalui indra, maka data tersebut akan menjadi informasi yang masuk ke pikiran dan mempengaruhi bagaimana reaksi mereka. Indra pada manusia bekerja sebagai sebuah sistem yang mencari informasi atau biasa disebut dengan sistem persepsi yang terdiri dari sistem orientasi dasar, sistem pendengaran, sistem haptik, sistem rasa dan bau, dan sistem visual. Stimulus dari elemen- elemen yang hadir pada ruang pamer akan diterima melalui indra manusia dalam bentuk pola informasi dan akan diolah pada proses kognitif. Pada proses ini informasi tersebut akan bergabung dengan pengetahuan dan memori pengunjung yang dipengaruhi juga oleh faktor preferensi. Hasil dari proses tersebut adalah persepsi kontekstual yaitu gambaran mental terhadap tempat dan brand. Respon yang dihasilkan oleh pengunjung ruang pamer berupa respon fisik dan respon mental (persepsi). Melalui ruang pamer terjadi interaksi dua arah yang memudahkan pengalaman untuk terekam dalam memori. Melalui skripsi ini, penulis akan mengetahui lebih lanjut tentang bagaimana persepsi sensori hadir dalam ruang pamer untuk menyampaikan branding, sehingga dapat memberikan pengalaman yang tak terlupakan bagi para pengunjungnya.

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ABSTRACT
This thesis aims to perception in exhibition. Branding is one of the ways it takes to introduce identity and values (industrial and service sectors), through advertisements on television, newspapers, magazines, and other digital media and social media platforms. When two-dimensional media has been widely used many of these companies are trying to use three-dimensional media to engage their consumers more maximally, one of them through exhibitions. Lindstrom (2005) reveals that in creating a brand when it involves more senses, the higher the sensory memory is activated. Through three-dimensional media there is a great opportunity to involve all human senses because according to Knudtzen, Bjerre, and Heding (2008), when consumers are given the stimuli of the surrounding environment through the senses, then that data will be the information that goes to mind and affects how they react. The senses in humans work as a system that seeks information or is commonly referred as a perception system consisting of basic orientation, auditory, haptic, taste and smell, and visual. The Stimulus of the elements present in the exhibition will be received through the human senses in the form of information patterns and will be processed in the cognitive process. In this process the information will connects with knowledge and memory of visitors who are influenced also by preference factors. The result of the process is contextual perception which is a mental picture of place and brand. The response is generated by visitors of the exhibition in the form of physical response and mental response (perception). Through the exhibition there is a two-way interaction that makes it easier for experience to be recorded in memory. Through this thesis, the author will learn more about how sensory perception is present in exhibition to convey branding, so that it can provide an unforgettable experience for its visitors.

Abstrak :
The luxury fashion industry is one of the best performing and fastest growing industries in today’s business landscape, and is set to continue expanding over the next years. Exploring the effects of digitalization, this book aims to increase our understanding of the key drivers of internal growth and competitiveness in luxury fashion firms. With a focus on the development of new brand strategies brought about by digitalization, the author outlines the need for business models to be redesigned in order to make use of social media and satisfy Millennial consumers. Offering case studies on leading luxury fashion brands, this timely book evaluates new digital technologies and strategies including omnichannel marketing, 3D printing and smart textiles. A must-read for those researching digital marketing and branding, as well as luxury or fashion management, this book provides a much-needed and up-to-date analysis of a successful and digitally aware industry.

Abstrak :
The luxury fashion industry is one of the best performing and fastest growing industries in today’s business landscape, and is set to continue expanding over the next years. Exploring the effects of digitalization, this book aims to increase our understanding of the key drivers of internal growth and competitiveness in luxury fashion firms. With a focus on the development of new brand strategies brought about by digitalization, the author outlines the need for business models to be redesigned in order to make use of social media and satisfy Millennial consumers. Offering case studies on leading luxury fashion brands, this timely book evaluates new digital technologies and strategies including omnichannel marketing, 3D printing and smart textiles. A must-read for those researching digital marketing and branding, as well as luxury or fashion management, this book provides a much-needed and up-to-date analysis of a successful and digitally aware industry.