Setiawan, Barry and Abduh, Dibia Merinda and Pasasa, Linus (2014) The Analysis of Mobile Advertising Effectiveness Toward Indonesian Consumer Attitudes (Case Study of Smartphone in Jakarta). Bachelor thesis, Swiss German University.

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Abstract

As Smartphone functionality improves and expands, along with consumer awareness and knowledge of Smartphone functions, consumer spending in amount of time on Smartphone is increasing. The increase of Smartphone usage in Indonesia brings an insight for advertisers to connect with consumers. It shows a good opportunity for advertisers to utilize the mobile advertising. However, there is an issue about the readiness of industries and advertising agencies in utilizing digital platforms in Indonesia. Many agencies and advertisers in Indonesia are still testing the formats of the mobile ads to see the effectiveness. Therefore, with the confusion about the key determinants of mobile advertising effectiveness for driving consumer acceptance in Indonesia, the objective of this finding is to analyse which variable is the most effective in affecting consumer attitudes. The quantitative method of primary data is conducted in this study through 100 close-ended questionnaires, with the support from the secondary data. The interpretation of the data input will be implementing by using SPSS and AMOS statistical tools. The result in this study shows that entertainment factor in mobile ads has the strongest association in affecting consumer attitudes. This study also shows that the consumer responses toward mobile ads are positively significant in Indonesia.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Mobile-Web Advertising, E-mail Advertising, Consumer Attitude, Mobile Ads Effectiveness.
Subjects:	H Social Sciences > HF Commerce > HF5001 Business H Social Sciences > HF Commerce > HF5415 Consumer Behavior H Social Sciences > HF Commerce > HF5801 Advertising
Divisions:	Faculty of Business Administration and Communication > Department of Business Administration
Depositing User:	Faisal Ifzaldi
Date Deposited:	23 Jul 2021 13:45
Last Modified:	23 Jul 2021 13:45
URI:	http://repository.sgu.ac.id/id/eprint/2109

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