AFIYATI, AFIYATI (2011) ANALISA FAKTOR - FAKTOR YANG MEMPENGARUHI SIKAP DAN NIAT PELANGGAN TERHADAP IKLAN SMS STUDI KASUS PADAP ELANGGAN TELKOMSEL DAN INDOSAT PADA AREA DKI Jakarta. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
|
Text (Cover)
COVER.pdf Download (91kB) | Preview |
|
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (Abstrak)
ABSTRAK.pdf Restricted to Registered users only Download (34kB) |
|
|
Text (Bab 1)
11-Bab I .pdf Restricted to Registered users only Download (57kB) |
|
|
Text (Bab 2)
12-Bab II.pdf Restricted to Registered users only Download (168kB) |
|
|
Text (Bab 3)
13-Bab III.pdf Restricted to Registered users only Download (130kB) |
|
|
Text (Bab 4)
14-BAB IV.pdf Restricted to Registered users only Download (235kB) |
|
|
Text (Bab 5)
15-BAB V.pdf Restricted to Registered users only Download (47kB) |
|
|
Text (Daftar Pustaka)
PUSTAKA.pdf Restricted to Registered users only Download (284kB) |
Abstract
T h e h ig h p e n etr atio n of m o b ile p h o n e s h a s re s u lte d in the in cr e a s in g u s e o f h a n d h e ld d e vic e s to c o n d u c t m o b ile c o m m e r c e . M o bile a d v e rtisin g , a v e r y im p o r ta n t cla s s o f m o b ile c o m m e r c e a p p lic a tio n s , is a v e r y p r o m isin g d ire c t m arketing channel e m pow ered by the inte r a c tiv e a n d q uic k -r e s p o n s e c a p a b i li ti e s . S h o r t M e s s a gin g S e r v ic e s , in p a r tic u lar , h a v e b e e n v e r y s u c c e ss ful. T h e p r e s e n t r e s e a r c h in v es tig a te s the fa c to rs th a t w ill a ffe c t c o n s u m e r a ttitu d e s to w a r d m o b ile a d v e r tis in g w ith p a rtic ula r e m p h a s is o n c r e dib ility , info r m a tio n , ir ritatio n a n d e n te rtain m e n t. T h e r e s u lts o f this s u r v e y in d ic ate th at (I) th e r e is a d ir e ct r ela tio ns h ip b e tw e e n c o n s u m e r attitu d e s a n d c o n s u m e r in te ntio ns a n d (2) c re d ib ility a n d in fo r m a tio n a r e tw o o f th e m o s t im p o r ta n t fa c tor s in a ffe ctin g c o n s u m e r ’s a ttitu d e to w a rd m o b ile a d v e rtisin g . T h u s th e o p e rato r a n d m a rk e te rs sh o uld effe ctive ly s tr a te giz e th e ir a d v e r tisin g d e s ig ns b y c o n sid e r in g th e s e fa c to rs . K e y w o r d s : m o b ile a d v e rtis in g , S M S , attitu d e , in te ntio n . T ingginya terobosan baru pada teknologi te le p o n s e lula r te la h m engakibatkan m eningkatnya penggunaan perangkat genggam terseb u t u n tu k m enjalankan perdagangan bergerak ( m o b ile c o m m e r c e ). P erikla n a n b erg e ra k se b a g a i sala h satu k ela s a plik a si p e ri klanan bergerak ( m o b ile a d v e rtisin g ) , m enjadi s a n ga t m e n ja n jika n untuk m eningkatkan keuntungan dengan kem am puan in te ra ktif d a n re s p o n nya yang cepat. S M S (s h o rt m e ss a g e s e rvic e ) s e c a ra s p e s ifik t e l a h s u k s e s m e m b a n t u b i d a n g p e m a s a r a n . P e n e li ti a n te r a k h ir m e n unjukkan faktor - faktor yang akan m em pengaruhi sikap konsum en terhadap iklan bergerak d e n g a n p e n e k a n a n k h u s u s p a da k re d ibilitas , in form asi, g a n g g u a n dan hiburan. H a s il d a ri p e n e litia n ini m e n u nju k k a n a (1 ) te rd a pa t h u b u n g a n y a n g lan g su n g antara sik ap p elan g g a n te rha d a p nia t a ta u k e in gin a n pe la n g g a n u n tu k m enggunakan atau m em beli dari produk yang diiklankan m elalui S M S oleh o p e r a t o r . F a c t o r k e p e r c a y a a n p e l a n g g a n t e r h a d a p p r o d u k d a r i i k la n S M S o p e r a t o r d a n fa cto r in form a si m e n ja di fa k tor y a n g p a lin g p e ntin g m e m pengaruhi sikap p e l a n g g a n te r h a d a p i k l a n S M S . M a k a , p a r a o p e r a t o r a t a u b a g ia n p e m a s a r a n h a r u s le b ih m e n stra te g ik a n dis ain ikla n m e re k a d e n g a n le b ih e fe ktif la gi d e n g a n m e m p e rtim b a n g k a n fa k to r - fa kto r te rs e b ut. K a ta k u n c i : ik la n b erg e ra k , SM S , sik a p d a n n iat atau keinginan
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-552-11-001 |
| NIM/NIDN Creators: | 55408110013 |
| Uncontrolled Keywords: | iklan bergerak , SMS , sikap dan niat atau keinginan, mobile advertising , SMS , attitude , intention;MTEL |
| Subjects: | 600 Technology/Teknologi > 670 Manufacturing/Manufaktur, Pabrik-pabrik |
| Divisions: | Pascasarjana > Magister Teknik Elektro |
| Depositing User: | ORYZA LUVITA |
| Date Deposited: | 07 Apr 2022 02:45 |
| Last Modified: | 12 Jul 2022 02:50 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/59532 |
Actions (login required)
 |
View Item |
