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Title: | Pengaruh Isi Pesan, Sumber Pesan, dan Insentif Terhadap Sikap Konsumen Telepon Seluler Akan SMS Advertising |
Authors: | Saputra, Anggi Surya |
Keywords: | isi pesan;sumber pesan;insentif;dan sikap konsumen |
Issue Date: | 2013 |
Publisher: | Program Studi Manajemen FEB-UKSW |
Abstract: | Kemajuan teknologi telah menyediakan berbagai media baru pengiklanan untuk menjangkau konsumen. Pengiklan harus lebih kreatif dalam perumusan iklan dan memilik media iklan untuk mendapatkan perhatian dari pasar sasaran. Salah satu cara pemasaran modern adalah pengiklanan produk menggunakan SMS melalui telepon seluler. Studi ini berfokus pada pengaruh isi pesan, sumber pesan, dan insentif terhadap sikap konsumen akan SMS advertisng. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Total sampel yang dipakai dalam penelitian adalah 200 responden. Teknik penghitungan data analisis yang digunakan adalah teknik analisis regresi berganda. Hasil penelitian menunjukan bahwa isi pesan, sumber pesan, insentif berpengaruh positif terhadap sikap konsumen akan SMS advertising. Dalam isi pesan, Hasil penelitian menunjukkan bahwa 51,5 persen responden menyatakan cukup setuju
bahwa SMS advertising yang dilakukan IM3 membantu konsumen untuk mengetahui produk-produk yang konsumen butuhkan. Terkait dengan pernyataan sumber pesan dapat dipercaya, 60,5 persen responden menyatakan bahwa sumber pesan SMS advertising dengan nama INDOSAT benar berasal dari IM3 dan dapat dipercaya. Dalam insentif, 61 persen responden menyatakan akan merespon SMS advertsing bila didalamnya terdapat bonus pulsa Technological advancements have provided various new mediums for advertising to reach consumers. Advertisers have to be more creative in the formulation of advertisements and selection mediums for advertising mediums so as to gain the attention of their target market. One of the ways of marketing moderan in advertising of the product is using SMS (Short Message Service) via cellular phone. This study therefore focuses on the of message contents, message source and incentive to the consumer attitude toward SMS advertising. The sampling technique used was purposive sampling.Total samples used in the study was 200 respondents. To test hypothesis data analysis technique used is multiple regression analysis. The results show that contents of message, source of message and an incentive effect of the positive attitude of consumers to the SMS advertising. of message content, the results showed 51,5 percent respondents quite agree that SMS advertising made IM3 help consumers to find the products that consumers need. Relating to statement message source, 60,5 percent respondent said source SMS messages advertising-named indosat right derived from im3 and trustworthy. In incentives, respondents will respond to SMS advertising, if in SMS advertising given a bonus pulse and 61 percent respondents agree with that statement. |
URI: | http://repository.uksw.edu/handle/123456789/3653 |
Appears in Collections: | T1 - Management |
Files in This Item:
File | Description | Size | Format | |
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T1_212007077_Abstract.pdf | Abstract | 147.16 kB | Adobe PDF | View/Open |
T1_212007077_Full text.pdf | full text | 3.72 MB | Adobe PDF | View/Open |
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