Setiawan, Chellsa Ayu and Reese, Matthias (2017) Analysis Of Subscribers’ Behavior Towards E-Mail Newsletters: The Case Of Loket Indonesia. Bachelor thesis, Swiss German University.

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Abstract

E-mail marketing is a communication tool used for communications between a company and its customers. Loket uses e-mail marketing in form of bi-weekly newsletters to inform their customers about upcoming events. Loket is still developing their newsletter to find the best one that fits to the subscribers. Therefore, they should understand their subscribers’ behaviour first and find out the preferences of their subscribers. This research explores Loket subscribers’ behavior and the factors that influence their behaviour. In addition, Loket subscribers’ preferences regarding the newsletter are analysed. Based on the data of 169 Loket’s subscribers it can be concluded that with reference to the Theory of Planned Behavior (1) Loket subscribers’ behavior is influenced by intention and (2) perceived behavioural control and intention is influenced by attitude, subjective norm, and perceived behavioural control. It is recommended to consider content, sender, subject line, design, and frequency of the newsletter to improve it.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	E-mail marketing; E-mail newsletter; Loket; Behavior; Intention
Subjects:	H Social Sciences > HF Commerce > HF5410 Marketing H Social Sciences > HF Commerce > HF5415 Consumer Behavior
Divisions:	Faculty of Business Administration and Communication > Department of Communication and Public Relations
Depositing User:	Astuti Kusumaningrum
Date Deposited:	17 May 2020 15:32
Last Modified:	17 May 2020 15:32
URI:	http://repository.sgu.ac.id/id/eprint/467

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