Hasil Pencarian  ::  Simpan CSV :: Kembali

"SMS location-based advertising LBA atau iklan berbentuk promosi melalui SMS yang memanfaatkan informasi lokasi telefon seluler diketahui dapat meningkatkan penjualan. Penelitian ini bertujuan untuk menganalisis pengaruh extrinsic dan intrinsic motivation terhadap pembentukan attitude toward SMS LBA yang selanjutnya melihat pengaruhnya terhadap purchase intention dalam konteks foodservice. Pada penelitian ini terdapat uji variabel moderasi yaitu brand familiarity untuk mengetahui apakah tingkat familiaritas terhadap merek mempengaruhi sikap konsumen terhadap niat pembelian produk yang diiklankan melalui SMS LBA. Penelitian ini melibatkan 229 responden dari seluruh Indonesia yang pernah mendapatkan SMS LBA dari Krispy Kreme. Data diolah menggunakan metode Structural Equation Modelling SEM. Hasil penelitian ini menunjukkan bahwa extrinsic dan intrinsic motivation dapat meningkatkan attitude toward SMS LBA yang selanjutnya dapat mendorong purchase intention. Selain itu ditemukan pula bahwa pengaruh ini di moderasi oleh brand familiarity.

---

SMS LBA is a promotion advertising through SMS that uses information of mobile phone rsquo s location in order to increase sales. This study aims to analyze the effect of extrinsic and intrinsic motivation on the establishment of attitude toward SMS location based advertising and its impacts on purchase intention in foodservice area. There is a test of brand familiarity as a moderating variable to find out whether the level of consumer rsquo s brand familiarity affect attitude toward SMS LBA on intention to purchase a product that advertised through SMS LBA.

The data for this research were collected from 229 respondents from all over Indonesia who had received SMS LBA from Krispy Kreme. They were then analyzed using Structural Equation Modelling SEM. The result of this research shows that extrinsic and intrinsic motivation increases attitude toward SMS LBA that further leads to increase in purchase intention. Furthermore, the result shows that brand familiarity does moderate attitude toward SMS LBA on purchase intention."

"Tesis ini membahas mengenai pengaruh unsur dalam SMS iklan berbasis lokasi (entertainment, credibility, intrusiveness, informativeness, permission, dan customization) pada sikap konsumen sehingga berpengaruh terhadap intensi pembelian mereka. Penelitian ini merupakan penelitian konklusif dengan desain deskriptif. Pengumpulan data dilakukan melalui survey secara online dan mendapat respon dari 330 responden. Hasil penelitian menunjukkan bahwa unsur entertainment, credibility, informativeness dan intrusiveness mempengaruhi sikap konsumen secara signifikan terhadap SMS iklan berbasis lokasi. Semakin positif sikap yang ditunjukkan konsumen terhadap SMS iklan berbasis lokasi, maka konsumen semakin besar kecenderungan, kemungkinan, maupun kesediaannya untuk membeli produk yang ditawarkan.

---

This study discusses the effects that features of SMS location-based advertising (entertainment, credibility, intrusiveness, informativeness, permission, and customization) have on consumer attitudes and their purchase intentions. This study is a conclusive research with descriptive design. An online survey was used for data collection. Responses were received from 330 consumers.

The result of this study shows that entertainment, credibility, informativeness dan intrusiveness features have significant effects on creating attitude towards SMS location-based advertising. In addition, when consumers shows positive attitude towards SMS location-based advertising, it is also significantly influence their intention to purchase."

"ABSTRAKPenelitian ini membahas mengenai efektivitas iklan SMS berbasis lokasi dengan mengkaji hubungan antara hiburan, keinformatifan, kredibilitas, personalisasi, gangguan dan gender dengan sikap terhadap iklan SMS. Selanjutnya, sikap terhadap iklan SMS mempengaruhi niat untuk menggunakan iklan SMS, dan niat untuk menggunakan iklan SMS mempengaruhi pembelian produk yang diiklankan melalui iklan SMS. Sebanyak 15 partisipan berusia 18-25 tahun yang pernah menggunakan iklan SMS, khususnya yang berbasis lokasi, serta 106 responden dalam rentang usia yang sama dan pernah menerima iklan SMS serupa berpartisipasi dalam penelitian ini. Analisis data dilakukan dengan metode kualitatif berupa focus group discussion dan kuantitatif berupa Uji Korelasi Pearson, Analisis Regresi Berganda dan Independent Sample T-Test yang diolah menggunakan program SPSS 22.Hasil penelitian menunjukkan bahwa hiburan, keinformatifan, personalisasi dan gangguan berhubungan secara signifikan dengan sikap terhadap iklan SMS. Sedangkan kredibilitas dan gender tidak berhubungan. Selain itu, sikap terhadap iklan SMS juga berhubungan secara signifikan dengan niat untuk menggunakan iklan SMS, dan niat untuk menggunakan iklan SMS berhubungan secara signifikan dengan membeli produk yang diiklankan melalui iklan SMS. Hubungan yang ada seluruhnya berada dalam kekuatan sedang, sehingga dapat dikatakan bahwa iklan SMS cukup efektif dalam memicu pembelian produk yang diiklankan.

---

ABSTRACT

This research examines the effectiveness of location-based SMS advertising by examining the relationship between entertainment, informativeness, credibility, personalization, irritation, gender and attitude towards SMS advertising. Furthermore, this research also examines the relationship between attitude toward SMS advertising and intention to use SMS advertising; and the relationship between intention to use SMS advertising and buying products advertised through SMS advertising as well. 15 participants who use SMS advertising, especially the location-based one, and 106 respondents who receive it participated in this study. Both of them aged between 18-25 years old. Researcher used qualitative method by using focus group discussion and quantitative method by using Pearson Correlation Product Moment, Multiple Regression Analysis and Independent Sample T-Test. To analyze the data, researcher used SPSS 22.

This research finds that entertainment, informativeness, personalization and irritation have significant relationship with attitude toward SMS advertising. However, credibility and gender do not. Moreover, attitude toward SMS advertising has significant relationship with intention toward SMS advertising; and intention toward SMS advertising also has significant relationship with buying products advertised through SMS advertising. All relationships are moderate which show that SMS advertising, especially the location-based one, is quite effective to drive purchase of advertised products."

"Penelitian ini bertujuan untuk menentukan faktor ? faktor yang mempengaruhi keputusan pembelian konsumen khususnya di Jakarta melalui situs c ? to ? c e ? commerce. Pengambilan keputusan pembelian dipengaruhi oleh beberapa faktor. Faktor-faktor tersebut adalah consumer trust, perceived risk, perceived benefit, dan intention of purchase. Lebih lanjut penelitian ini juga melihat faktor anteseden dari consumer trust dan perceived risk. Penelitian ini menggunakan Structural Equation Modelling (SEM), yang menemukan bahwa perceived benefit memiliki pengaruh yang kuat dalam pengambilan keputusan pembelian. Information quality, perceived privacy protection, perceived security protection, dan reputation berpengaruh terhadap kepercayaan konsumen. Sementara hanya perceived security protection yang ditemukan berpengaruh terhadap perceived risk.

---

This study aimed to determine the factors that influence consumer purchase decisions, especially in Jakarta through the site c - to ? ce - commerce. Purchase decision is influenced by several factors. These factors are consumer trust, perceived risk, perceived benefits, and the intention of purchase. Furthermore, this study also look at factors antecedents of consumer trust and perceived risk. This study uses Structural Equation Modeling (SEM), which found that the perceived benefits has a strong influence in making purchasing decisions. Information quality, perceived privacy protection, perceived security protection, and reputation effect on consumer trust. While only perceived security protection found effect on perceived risk."

"Attitude Toward Brand Serta dampaknya bagi Purchase Intention pada mahasiswa S1 Reguler Fakultas Ekonomi Universitas Indonesia. Penelitian ini adalah penelitian kuantitatif dengan desain eksperimen. Hasil penelitian menunjukkan bahwa iklan dan interaksi antara iklan dan gender berpengaruh secara signifikan terhadap ketiga dependent variable secara simultan. Secara lebih spesifik, thinking ads lebih efektif untuk responden wanita sementara feeling ads lebih efektif untuk responden pria. Disarankan untuk melaksanakan penelitian lanjutan untuk low involvement product, thinking ads dan feeling ads yang menggabungkan antara efek kata-kata dengan efek visual, serta klasifikasi gender pada kelompok usia yang berbeda.

---

This thesis disscusses the effect of high involvement product (thinking product and feeling product), print advertisement (thinking ads and feeling ads), and gender (men and women) on attitude toward advertising, attitude toward brand and their impacts on purchase intention in undergraduate students of Faculty of Economics, University of Indonesia. This is a quantitative research using experimental design. The result showes that advertising and its interaction with gender significantly affect the three dependent variables simultaneously. Specifically, thinking ads is more effective for women while feeling ads is more effective for men. Based on this result, it is suggested that future research observe more on low involvement product, thinking ads and feeling ads which combine text effect and visual effect, and gender classification in different range of age."

"Penyampaian informasi dalam bidang ilmu pemasaran, dikenal sebagai kegiatan komunikasi/promosi yang bertujuan untuk menyampaikan informasi, menyakinkan pasar, dan akhirnya membujuk untuk melakukan transaksi. Salah satu cara yang banyak dilakukan pemasar adalah menyampaikan informasi melalui short message service (sms) yang dikirimkan melalui telpon genggam. SMS dapat dikirimkan dengan ijin penerima (permission message) ataupun SMS yang menggunakan push-based strategy dimana pada stategi ini pesan lebih banyak didorong/ disampaikan kepada calon konsumen tanpa izin atau interaksi dari konsumen.Aplikasi SMS LBA (Short Message Service-Location Based Advertising) merupakan suatu metode untuk mengirimkan pesan secara langsung kepada calon konsumen melalui sms, tanpa membutuhkan nomor telpon yang dituju, tetapi membutuhkan lokasi keberadaan perangkat mobile seorang konsumen. Dalam praktek LBA, calon konsumen menerima sms tanpa keinginannya sendiri karena tidak adanya perjanjian antara penerima dan pengirim pesan, dan hal ini tidak menimbulkan konsekuensi biaya bagi penerima pesan, serta calon konsumen tidak dapat menolak pengiriman sms yang diterima di perangkat mobile yang dimiliki.Tesis ini membahas mengenai hak-hak konsumen terkait aplikasi SMS LBA (Short Message Service-Location Based Advertising) serta permasalahan hukum yang terjadi terkait dengan praktek mengirim SMS LBA. Metode pengiriman SMS LBA (Location Based Advertising), adalah suatu metode pengiriman pesan dalam bentuk teks, gambar atau video yang memanfaatkan infomasi lokasi keberadaan telpon genggam sesuai area BTS provider, tanpa perlu mengetahui nomornya. Dengan menggunakan data mengenai lokasi/keberadaan seseorang, yang diperoleh dari perangkat telpon genggam, pemasar/pengiklan dapat mengirimkan pesan yang berbeda kepada setiap penerima tergantung keberadaan mereka. Penelitian ini dilakukan untuk mengetahui bagaimana pengaturan mengenai praktek SMS LBA serta perlindungan hukum bagi penerima SMS LBA tersebut.Penelitian ini menggunakan penelitian normative.Hasil penelitian menyimpulkan bahwa praktek sms push LBA melanggar privasi konsumen, serta belum jelasnya kewajiban dan larangan terkait akses informasi elektronik oleh para pihak yang terlibat dalam implementasi LBA. Hal ini membutuhkan ketentuan baru dan penyempurnaan peraturan yang telah ada terkait dengan perlindungan konsumen sebagai target penerima pesan oleh teknologi geofenching.

---

Information transmission in the field of marketing, known as communication activities/promotions has aim to deliver information, to convince the market, and finally persuaded the customers to make transactions. One way that many marketers do is to transmit the information through short message service (sms) that sent to mobile phones. SMS can be sent with the permission of the recipient (permissions message) or by push-based strategy. In this strategy, message was transmitted to prospective customers without permission or interaction with the them.

LBA SMS (Short Message Service-Location Based Advertising) applications is a method to send messages directly to the potential customers via SMS, without telephone number, but needs the location information of mobile devices. In LBA, potential customers will receive sms without his agreement and permission, and it does not have cost consequences, as well as the prospective customers can not resist from sending sms to their mobile phone.

This thesis discusses about customer rights related to applications of LBA SMS (Short Message Service-Location Based Advertising) as well as the legal issues associated with the practice of sending SMS LBA. This method of sending SMS LBA (Location Based Advertising), can be transmitted in the form of text, image or video that utilizes location information corresponding area where mobile phone base stations provider, without the need to know the number of mobile phone. Using data of location/presence of someone, which is obtained from mobile phone devices, marketers/advertisers may send a different message to each recipient depend on their existence. This study was conducted to determine how the regulations concerning the practice of SMS LBA and legal protection for SMS receiving.

This study was normative research, and the result conclude that the practice of push sms LBA violate the privacy of customers, as well as the unclear obligations and restrictions regarding access to electronic information by the parties involved in the implementation of LBA. It requires a new provision and improvement of the existing regulations related to the protection of consumers as a target recipient of the message by geofenching technology."

"Kehadiran panduan dan direktori seputar restoran meningkatkan kesempatan terjadinya percakapan dalam bentuk electronic word of mouth eWOM . Fenomena ini memberikan dampak besar bagi para pemasar, khususnya di industri food and beverage karena informai eWOM terbukti dapat memengaruhi keputusan konsumsi konsumen. Penelitian ini ditujukan untuk melihat pengaruh dari percakapan dalam bentuk eWOM yang disampaikan pada fitur review Zomato terhadap intensi membeli konsumen. Untuk itu, penelitian ini mengembangkan model penelitian melalui integrasi antara konsep Information Adoption Model IAM dengan Technology Acceptance Model TAM . Model yang dikembangkan kemudian divalidasi menggunakan Structural Equation Modelling SEM berdasarkan data yang diperoleh melalui survei kepada pengguna Zomato dengan kisaran usia antara 18 hingga 34 tahun. Hasil penelitian ini mengonfirmasi bahwa kualitas, kredibilitas, kegunaan, sikap terhadap informasi, serta kesediaan mengadopsi informasi merupakan faktor-faktor eWOM yang mampu memengaruhi intensi membeli konsumen. Implikasi manajerial serta saran bagi penelitian selanjutnya juga dibahas pada penelitian ini.

---

Restaurant search and discovery service have created valuable opportunities for electronic word of mouth eWOM conversations. This phenomenon impacts marketers, especially in food and beverage industry as this easily accessible information could greatly affect consumption decision. The aim of this study is to examine the influence of these conversations in Zomato rsquo s review on consumer rsquo s purchase intention. For this purpose, a conceptual model was developed based on the integration of Information Adoption Model IAM and related components of Technology Acceptance Model TAM . The new model was validated through Structural Equation Modelling SEM based on survey collected from Zomato rsquo s user with range of 18 to 34 years old. The results confirm that quality, credibility, usefulness, attitude towards information, and information adoption are the key factors of eWOM that influence consumers rsquo purchase intention. Managerial implications are discussed as well as recommendations for further research."

"Tren konsumen hijau semakin marak terjadi akhir-akhir ini, apalagi dengan kehadiran teknologi yang menjadi sumber e-WOM untuk mendukung tren tersebut. Penelitian ini bertujuan untuk melihat peran mediasi keterlibatan e-WOM hubungan antara environmental collective efficacy (ECE) dan intensi membeli produk ramah lingkungan (GPI). Partisipan pada penelitian ini sebanyak 488 konsumen berusia 18-34 tahun. Alat ukur yang digunakan dalam penelitian ini terdiri dari e-WOM Involvement Scale, Environmental collective efficacy Scale, dan Green purchase intention Scale. Hipotesis penelitian diuji menggunakan teknik analisis mediasi dari PROCESS milik Hayes. Hasilnya menunjukan bahwa e-WOM Involvement memediasi hubungan antara ECE dan GPI secara signifikan (B = 0,142). Penelitian ini menemukan bahwa kepercayaan individu terhadap kemampuan kelompok yang dibantu dengan keterlibatan pada e-WOM memiliki peran yang cukup kuat dalam meningkatkan intensi konsumen untuk beralih menggunakan produk ramah lingkungan.

---

Green consumer trends are increasingly prevalent, especially with the presence of technology which is the source of e-WOM to support this trend. These study aims to determine the mediating role of e-WOM Involvement in the relationship between environmental collective efficacy (ECE) and green purchase intention (GPI). There are 488 participants in this study aged 18-34 years old. Using e-WOM Involvement Scale, Environmental collective efficacy Scale, and Green purchase intention Scale as measurement, the hypotheses of this study were tested using PROCESS regression analysis technique by Hayes. The result showed that e-WOM Involvement significantly mediates the relationship between ECE and GPI. These study found that individual trust in the ability of groups assisted by involvement in e-WOM has a strong role in increasing consumer green purchase intention."

"Pergeseran perilaku berbelanja secara konvensional menjadi online dengan pemanfaatan e-commerce terus berkembang terutama pada emerging adulthood. E-commerce pun berlomba memberikan promosi dan harga yang kompetitif untuk terus mengembangkan pangsa pasar. Penelitian ini bertujuan mengetahui pengaruh bentuk promosi dan harga terhadap intensi membeli. Penelitian eksperimental dilakukan pada 115 partisipan berusia 18-25 tahun. Partisipan mendapatkan skenario berbelanja online dengan bentuk promosi (diskon dan gratis ongkos kirim) sebagai variabel within-subjects serta harga (murah dan mahal) sebagai variabel between-subjects. Berdasarkan uji Mixed ANOVA, terdapat pengaruh yang signifikan antara harga terhadap intensi membeli (p < ,01). Namun, tidak terdapat hasil yang signifikan antara bentuk promosi terhadap intensi membeli (p = 0,10). Terakhir, tidak ada interaksi antara bentuk promosi dan harga terhadap intensi membeli (p = 0,24).

---

Buying behavior are shifting from conventional method to use of e-commerce especially in emerging adulthood age range. Therefore, e-commerce is competing in providing promotion and price with the best deal to expand their market. This study aims to examine the effect of promotion type and price toward purchase intention. Experimental study was conducted on participants aged 18-25 years old. Participants assigned to purchase scenario with promotion type (discount and free shipping) as within-subjects variable and price (cheap and expensive) as between-subjects variable. Mixed ANOVA result reveal significant effect of price toward purchase intention (p < .01). Meanwhile, there is no significant effect of promotion type toward purchase intention (p = 0.10). Moreover, there is no interaction between the variables toward purchase intention (p = 0.24)."

"Personalized advertising yang dikirimkan melalui Short Message Service (SMS) kepada konsumen menjadi kesempatan yang baik bagi pemasar. Namun, dalam studi sebelumnya menunjukkan bahwa terdapat empat anteseden yang dapat mengakibatkan advertising avoidance pada personalized advertising, yaitu privacy concerns, perceived personalization, advertising irritation, dan advertising skepticism.Penelitian ini bertujuan untuk membandingkat advertising avoidance pada dua jenis pengiriman pesan iklan melalui SMS yaitu SMS iklan location-based dan SMS iklan unsolicited. Studi dilaksanakan dengan metode survey dan dianalisa dengan pendekatan multigrup SEM dengan bantuan software LISREL 8.72.Hasil penelitian menunjukkan bahwa anteseden perceived personalization, advertising irritation, dan advertising skepticism dalam mempengaruhi advertising avoidance adalah berbeda antara SMS iklan location-based dan SMS iklan unsolicited.

---

Personalized advertising sent via Short Message Service (SMS) to the consumers is a good opportunity for marketers. However, the previous study shows that there are four antecedents that caused personalized advertising avoidance, which are privacy concerns, perceived personalization, advertising irritation, dan advertising skepticism.

This study aims to compare personalized advertising avoidance sent via two different methods of SMS: location-based SMS advertising and unsolicited SMS advertising. This study is done using survey method and analyzed using SEM with multi group approach. LISREL 8.72 is used to analyze the data.

The results shows that the effect perceived personalization, advertising irritation, and advertising skepticism on advertising avoidance are different between location-based SMS advertising and unsolicited SMS advertising.

"