Adidarma, Wijaya and Putri, Intan Utami (2017) EFFECT OF MOBILE ADVERTISING ON CONSUMER ATTITUDE (FOR SMARTPHONE USERS). Universitas Bakrie.
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002. Laporan Penelitian Pengaruh Iklan Mobile pada Sikap Konsumen (Pengguna Smartphone).pdf - Draft Version Available under License Creative Commons GNU LGPL (Software). Download (664kB) | Preview |
Abstract
The uses of mobile advertising were increased recently related to the fast growth of internet and e-commerce in Indonesia. Therefore, this study aims to examine the effect of informativeness, entertainment, and ads credibility on consumer attitudes in mobile advertising. Sample in this study is smartphone users in who have seen ads through mobile devices that live in Jabodetabek. Quantitative data were collected by survey using the structured closed-ended questionnaires. The survey was administered 165 respondents. Data are analysed using multiple regression model to test the proposed hyphotesis. These results show that informativeness and the credibility of the mobile ads influence the consumer attitude. The entertainment content affects on the consumers attitude as well.
| Item Type: | Other |
|---|---|
| Uncontrolled Keywords: | mobile ad, informativeness, entertainment, credibility, attitude toward mobile advertising |
| Subjects: | Customer Behavior |
| Divisions: | Lembaga Penelitian dan Pengembangan |
| Depositing User: | admin |
| Date Deposited: | 13 Feb 2018 08:38 |
| Last Modified: | 06 Sep 2018 02:18 |
| URI: | https://repository.bakrie.ac.id/id/eprint/1266 |
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