TRIYADI, ARIES (2011) PENGARUH SMS MOBILE ADVERTISING “INDOSAT” DI PONSEL DAN MINAT MEMANFAATKAN SMS TERHADAP KEPUTUSAN PEMBELIAN PRODUK (SURVEY: KONSUMEN INDOSAT DI WILAYAH KECAMATAN PASANGGRAHAN, JAKARTA SELATAN). S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
The purpose of this study was to determine the effect of mobile sms advertising ‘Indosat’ on the phone and take advantage of interest sms advertising on product purchase decision with purposive sampling. Review of methods of research used survey and type research is causal, questionnaire data collection techniques and literature review, quantitative analysis methods, and interpretation using structural equation modeling analysis. The results showed mobile sms advertising ‘Indosat’ telephone direct positive effect on interest in the use of SMS, then sms mobile advertising ‘Indosat’ on the phone direct positive effect on product purchase decisions, and use of research for the benefit of sms advertisement showed no influence on product purchase decisions. Keywords: sms advertisement, intention use, purchase decisions. Study ini untuk menganalisis pengaruh sms mobile advertising “Indosat” di ponsel dan minat memanfaatkan sms advertising terhadap keputusan pembelian produk, dengan sampel purposive. Metode riset yang digunakan survei dan jenis penelitian causal, teknik pengumpulan data yaitu kuesioner dan kajian pustaka. Metode analisis secara kuantitatif, dan interpretasi analisis menggunakan structural equation modeling. Hasil penelitian menunjukkan sms mobile advertising “Indosat” di Ponsel secara langsung berpengaruh positif terhadap minat memanfaatkan SMS, kemudian sms mobile advertising “Indosat” di Ponsel secara langsung berpengaruh positif terhadap keputusan pembelian produk, dan hasil penelitian untuk minat memanfaatkan sms advertising ternyata tidak menunjukkan adanya pengaruh terhadap Keputusan pembelian produk. Kata Kuci: sms advertising, minat memanfaatkan, keputusan pembelian
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-551-11-001 |
| NIM/NIDN Creators: | 55109110065 |
| Uncontrolled Keywords: | sms advertising, minat memanfaatkan, keputusan pembelian, sms advertisement, intention use, purchase decisions. MPS, Manajemen Pemasaran |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | ORYZA LUVITA |
| Date Deposited: | 09 May 2022 06:26 |
| Last Modified: | 12 Jul 2022 02:55 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/60829 |
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