It's programming, whatever way you look at it.
You are programming something to obey what you tell it to. When you make an enemy AI, for example, you are programming that enemy to do whatever you tell it to. The definition of programming:
1 - The action or process of writing computer programs.
2 - Predetermined behavior.
Making a game, typing code or not, it is still a computer program (see def. 1).
You make the game to do whatever you tell it to, this is a predetermined behavior (see def. 2).
The second definition does not only apply to computers, but also to real life. Say you want to go camping a month from now, "programming" the trip, it's a good idea.
It is a misconception of words because traditional programming came much, much earlier.
Eventing sounds nice too, though nobody knows what it means outside of this community
Davioware : Believe or not, this term is well known and used in the same manner, in the RPG Maker communities.