Judul: Analisis Pengembangan Strategi Community Based Marketing Produk Sepeda Motor (Studi Kasus : PT Yamaha Motor Kencana Indonesia)
Abstrak: PT Yamaha Motor Kencana Indonesia (YMKI) telah sejak lama mengembangkan strategi Community Based Marketing (CBM) untuk mengarahkan komunitas pengusung brand Yamaha sehingga dapat terjalin hubungan yang baik dan komunikasi yang efektif serta membangun loyalitas konsumen. Terutama akhir-akhir ini PT YMKI terlihat telah aktif melibatkan komunitas Yamaha dalam aktifitas perusahaan. Untuk itu, menarik untuk dikaji secara mendalam bagaimana langkah pengembangan strategi CBM di PT YMKI. Tujuan dari penelitian ini (1) Menganalisis pengembangan strategi CMB di PT YMKI dan potensi komunitas untuk mendukung strategi tersebut (2) Menganalisis kesenjangan antara harapan perusahaan dan harapan komunitas terkait potensi masing-masing pihak dalam menjalankan strategi CBM (3) Merekomendasikan penerapan strategi CBM secara maksimal oleh perusahaan. Data yang digunakan dalam penelitian ini adalah data primer yang didapat dari hasil wawancara mendalam dengan manajer promosi PT YMKI dan penyebaran kuisioner kepada 22 ketua komunitas Yamaha Jakarta yang terdaftar di situs resmi Yamaha. Data sekunder berupa studi literatur, data perusahaan, internet, dan sumber lain yang relevan. Alat analisis yang digunakan adalah dengan metode analisis deskriptif (crosstab) dan analisis GAP. Hasil penelitian menunjukan pengembangan strategi CBM perusahaan memiliki beberapa tujuan manajerial yang dijalankan dalam langkah-langkah strategis perusahaan untuk melibatkan komunitas dalam aktifitas perusahaan. Tingkat keterlibatan dan apresiasi komunitas pada setiap langkah strategis penerapan strategi CBM tergolong sangat baik dengan persentase keterlibatan rata-rata di atas 80 persen. Dukungan terbesar diberikan kepada tujuan customer relationship dan aktifitas pelibatan komunitas dalam aktifitas sosial PT YKMI. Sedangkan dukungan terendah diberikan kepada tujuan inovasi produk dan inovasi teknologi Yamaha. Potensi komunitas Yamaha dalam mendukung penerapan strategi CBM cukup besar. Secara keseluruhan keinginan komunitas untuk mendukung dan terlibat dalam tujuan pengembangan strategi CBM PT YMKI lebih besar daripada keterlibatan dan dukungan aktual yang telah berjalan. Komunitas Yamaha juga termasuk ke dalam konsumen yang loyal terhadap produk Yamaha karena memiliki sikap yang sangat positif terhadap produk. Nilai total tingkat kepentingan dan kinerja menurut penilaian perusahaan lebih tinggi dari nilai total penilaian komunitas. Hal ini menunjukan bahwa PT YMKI telah menerapkan strategi CBM dengan baik melebihi harapan komunitas. Meskipun begitu, masih terdapat kesenjangan negatif pada beberapa aktifitas penerapan strategi perusahaan. Hal ini menunjukan bahwa PT YMKI masih harus terus meningkatkan kinerjanya dalam menerapkan strategi CBM agar bisa berjalan sesuai dengan tujuan perusahaan.
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Judul: Dinamika Komunitas Konsumen dalam Meningkatkan Efektivitas Komunikasi Pemasaran Kasus Komunitas Motor Yamaha Matic Bogor (YMB)
Abstrak: Consumer community is a social group made a similar consumption of the product. Marketing communications can be conducted through a community approach to the consumer. Goal of this research were to identify the level of effectiveness of marketing communications of PT Yamaha Motor Kencana Indonesia (PT YMKI) and to analisys the relationship between characteristics of community members and group dynamics with the effectiveness of PT YMKI marketing communications. The research was conducted from May to June 2010. This research applies analysis tools such us, the observation of the descriptive analysis, chi square and rank spearman. Yamaha Matic Bogor (YMB) is a community matic Yamaha motorcycle owners, so that an effective approach to marketing communications needs to be done by PT YMKI as the sole agent Yamaha in Indonesia. Effective marketing communication is built from the knowledge and understanding of community members towards marketing communication messages and channels. Based on the research, knowledge and understanding of YMB community members tend to be high on the marketing messages of PT YMKI. This research also explains the significant relationships between gender characteristics of community members with the effectiveness of marketing communications. Furthermore the effectiveness of marketing communications of PT YMKI also correlated significantly with task function and community cohesion in YMB motorcycle community. PT YMKI needs to do marketing communications approach which based on gender characteristics and community dynamics such as task function and group cohesiveness.
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Judul: Studi sistematika  Oreophryne Boettger, 1895Sulawesi (Anura: Microhylidae)
Abstrak: The cross frogs, genus Oreophryne Boettger, 1895 are most diverse in the mainland of New Guinea and adjacent islands, to the Wallacea region in the Moluccas, Sulawesi, and the Lesser Sunda Islands, even marginally to the Oriental region in Bali and to the southern Philippine Islands. In Sulawesi, this taxon consists of three species but has rarely been reported since their original descriptions and remained unstudied in both taxonomical work and molecular study. This research aims to evaluate the taxonomic status of the cross frogs in Sulawesi based on morphology and estimate the phylogenetic using the 16S rRNA gene. The phylogenetic tree was reconstructed under Maximum Likelihood (ML) and Bayesian Inference (BI) analyses. We used the specimens of Sulawesian Oreophryne which were stored at the Museum Zoologicum Bogoriense (MZB). A total of about 19 morphological characters were measured by a digital caliper and ocular micrometer to the nearest 0.01 mm. The phylogenetic tree shows that the three nominal species of Oreophryne from Sulawesi are clearly clustered. Correspondingly, the phylogenetic analysis supports the recognition of a new taxon, Oreophryne sp. However, the phylogenetic relationships between Oreophryne within Wallacea remain unresolved. Consequently, further systematic analysis along with additional sequences from the type locality is necessary to clarify the interspecific relationship among this region. We examined the morphology of 50 voucher specimens of Sulawesian Oreophryne. The validity of O. celebensis, O. variabilis, and O. zimmeri was confirmed in this study, but still the latter remains to be established. The three nominal species examined here were not collected from the type locality, so additional specimens, either in the type locality, new locations, or in other areas on this island are needed to evaluate the taxonomic status of these species deeply. Moreover, the unnamed species from the highland of the Mekongga mountains differ morphologically and genetically from all previously described Sulawesian Oreophryne. This distinct species will increase the number of cross frogs in Sulawesi to four species, all of which are endemic.
Keyword: frog, morphology, Oreophryne, phylogenetic, Sulawesi, systematics