Anteseden penerimaan mobile advertising
Nomor Panggil : 2016_TA_MJ_022110055
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2016
Pembimbing 1 : Harsini Sutomo
Subyek : Attitude toward mobile advertising
Kata Kunci : perceived usefuness, entertainment, irritation, mobile advertising.
Status : Lengkap
Status Posting : Published
No. | Nama File | Hal. | Link |
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1. | 2016_TA_MJ+022110055-Halaman-Judul.pdf | ||
2. | 2016_TA_MJ+022110055-Bab-1.pdf | ||
3. | 2016_TA_MJ+022110055-Bab-2.pdf |
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4. | 2016_TA_MJ+022110055-Bab-3.pdf |
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5. | 2016_TA_MJ+022110055-Bab-4.pdf |
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6. | 2016_TA_MJ+022110055-Bab-5.pdf |
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7. | 2016_TA_MJ+022110055-Daftar-Pustaka.pdf | ||
8. | 2016_TA_MJ+022110055-Lampiran.pdf |
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T Tujuan dari penelitian ini adalah untuk menganalisa faktor-faktor yang mempengaruhi attitude toward mobile advertising pada mobile advertising acceptance. Pengumpulan data dikumpulkan dengan menyebarkan kuisioner kepada 264 responden yang sering menerima mobile advertising. Penelitian ini menggunakan purposive sampling. Alat analisis data yang digunakan adalah Structural Equation Model (SEM) dengan menggunakan program AMOS. Hasil dari penelitian ini menunjukkan bahwa, terdapat pengaruh positif Perceived Usefuness dan entertainment terhadap attitude toward mobile advertising pada mobile advertisng acceptance. Sedangkan, terdapat pengaruh negatif antara Irritation terhadap attitude toward mobile advertising pada mobile advertising acceptance. Penelitian ini menghasilkan implikasi bagi manajer pemasaran perusahaan iklan untuk memperhatikan dan memperkuat variabel – variabel seperti Perceived Usefuness, Entertainment dan mengurangi tingkat Irritation dari sebuah mobile advertising, agar dapat meningkatkan pada attitude toward mobile advertising ke arah yang lebih positif pada mobile advertisng acceptance.Untuk Penelitian selanjutnya disarankan untuk menambahkan variabel gender dan menklasifikasikan mobile advertising yang berunsur perceived usefulness, irritation, entertainment.
T The purpose of this study was to analyze the factors that influence attitude toward mobile advertising on mobile advertising acceptance. The collection of data collected by distributing questionnaires to 264 respondents who often receive mobile advertising. This study using purposive sampling. Data analysis tool used is Structural Equation Model (SEM) using AMOS program. The results of this study indicate that there is a positive influence Perceived Usefuness and entertainment to the attitude toward mobile advertising on mobile advertisng acceptance. Meanwhile, there is a negative influence among Irritation of the attitude toward mobile advertising on mobile advertising acceptance. This study have implications for the marketing manager advertising companies to pay attention to and strengthen the variables - variables such as perceived Usefuness, Entertainment and reduce the level of Irritation of a mobile advertising, in order to improve the attitude toward mobile advertising into a more positive direction in the mobile advertisng acceptance.Untuk Research it is further recommended to add the variable gender and customize the mobile advertising berunsur perceived usefulness, irritation, entertainment.