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""Don't Think Pink" will help marketers see their brands through a woman's eyes, unlocking the secrets to developing products, services and marketing strategies that truly resonate with female buyers. "Don't Think Pink" reveals: how generational history, culture, life stages, and daily realities influence a woman's buying mind; how the manner in which women buy is more critical than what's being sold; how listening to women earlier and more often leads to more powerful strategies; how to best use the Internet and other technology both in market research and during the buying process; and how to map the way to a bigger slice of the awesome purchasing power of women."

"Tesis ini dilatarbelakangi oleh sengitnya persaingan kosmetik di Indonesia, sehingga hal ini membuat para pemilik brand harus pintar dalam membuat strategi pemasaran dalam memasarkan produknya. Tidak hanya melalui iklan, banyak cara produsen untuk memikat hati konsumennya salah satunya dengan event marketing. Pada penerapan event marketing banyak tersembunyi kepentingan pemasar yang dititipkan pada ajang yang diselenggarakan. Tujuan penelitian ini adalah membongkar pencitraan dan menunjukan mekanisme pencitraan berupa usaha simulasi yang dilakukan oleh suatu perusahaan produk kosmetik melalui komunikasi pemasarannya, yang bekerjasama dengan media massa. Penelitian ini menggunakan teori Jean Baudrillard mengenai hiperrealitas. Metode yang digunakan dalam penelitian ini adalah metode kualitatif dengan teknik analisis semiotika Roland Barthes. Hasil dari penelitian ini adalah terjadi pergeseran dari nilai tukar menjadi nilai symbol dan dalam ajang pemilihan putri Indonesia, terdapat hiperrealitas yang dibentuk oleh Mustika Ratu sesuai dengan tahapan simulakra.

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The purpose of this thesis is to discuss the intense competition within the cosmetic industry in indonesia so as to understand the marketing strategies required to position their products outside of main stream comerical advertising. There are many products (producents) that use event marketing as a way to engage the consumer. In the implementation of the event marketing, there are many reasons hidden in every aspect of an event. This paper will reveal the branding and to show the various mechanisms and touch points used by cosmetic companys through their marketing strategies that are sinergised along with their use of the mass market. This research will use the jean baudrillard theory of hyperreality which together with the semiotic analytical technic of roland barthes, indicates that there is a shift from the exchange value to the symbol value. In the putri indonesia beauty peagent, there is a hyperreality that is shaped by mustika ratu that fits with the similarcr step process."

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Penelitian ini bertujuan untuk memahami perilaku pembelian konsumen wanita merek indie fashion lokal dan hal-hal yang mempengaruhi pembelian tersebut. Penelitian ini menggunakan paradigma post-positivis dan pendekatan kualitatif. Hasil dari penelitian ini menunjukkan bahwa pembelian produk fashion sangat dipengaruhi oleh nama merek dan asosiasinya. Informan bersedia untuk membayar harga premium untuk produk merek indie fashion lokal dengan branding yang informan anggap “keren” dan sesuai dengan identitas mereka. Informan pun lebih menghargai informasi dari orang-orang yang memiliki sudut pandang dan gaya fashion yang sama dengan informan seperti peer dan role model atau influencer. Hal tersebut dikarenakan informan memiliki sensitivitas merek dan karakteristik dari fashion innovators. Produk merek indie fashion lokal pun memiliki sentimen yang lebih bagi informan dibandingkan dari kategori merek fashion lainnya.

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This study aims to understand the purchasing behaviour of women consumers of local indie fashion brands and the factors that influence those purchases. This research uses a post-positivist paradigm and a qualitative approach. The results of this study indicate that the purchase of fashion products is strongly influenced by brand names and its associations. Informants are willing to pay premium prices for local indie fashion brand products that informants consider "cool" and match with their identity. Informants also value information from people who have the same perspective and fashion style as informants such as peers and role models or influencers. That is because informants have brand sensitivity and characteristics of fashion innovators. Products of local indie fashion brands also has more sentiment with informants rather than other fashion brand categories.

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"ABSTRAKPenelitian ini bertujuan untuk mengetahui bagaimana self-identity konsumen perempuan melalui four-season fashion dari perusahaan fast fashion Zara. Kerangka pemikiran dari penelitian ini menggunakan konsep utama dari self-identity, fashion, dan perempuan dan fashion. Metodologi penelitian ini menggunakan metode kualitatif dengan teknik pengambilan data melalui wawancara mendalam dan studi data sekunder seperti jurnal, berita, artikel, serta buku sebagai alat untuk mendapatkan analisis data. Keabsahan data penelitian ini menggunakan azas kepercayaan dengan kriteria, yaitu: credibility, transferability, dependability, dan confirmability. Hasil dari penelitian ini menemukan bahwa self-identity konsumen perempuan four-season fashion terbagi atas tiga kategori, yaitu feminine-season identity, masculine-season identity, dan unisex-season identity. Feminine-season identity muncul dari karakter girly yang cenderung menyukai Spring/ Summer Season Fashion, masculine-season identity muncul dari karakter boyish yang cenderung menyukai Fall/Winter Season Fashion, dan unisex-season identity muncul dari karakter girly yang cenderung menyukai Fall/Winter season fashion ataupun sebaliknya.

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ABSTRACTThis study aims to find out how the self-identity of female consumers through four-season fashion from fast fashion company Zara. The framework of this study uses the main concepts of self-identity, fashion, and women and fashion. The methodology of this study uses qualitative methods with data Collection techniques through in-depth interviews and secondary data studies such as journals, news, articles, and books as a tool to obtain data analysis. This research also uses the validity of dependability and conformability. The results of this study found that the self-identity of female consumers of four-season fashion is divided into three categories, which are feminine-season identity, masculine-season identity, and unisex-season identity. Feminine-season identity emerges from girly characters who tend to like Spring / Summer Season Fashion, masculine-season identity emerges from boyish characters who tend to like Fall / Winter Season Fashion, and unisex-season identity emerges from girly characters who tend to like Fall / Winter season fashion or vice versa."

"With Baby Boomer women spending well over a trillion dollars a year on goods and services, the days of women 40+ being ignored by marketers are numbered. Overthrowing stereotypes of aging, the groundswell of awareness is no less than a marketing revolution."