THE INFLUENCE OF SMS BASED ON LOCATION TOWARDS PURCHASE INTENTION
This study discusses the influence of SMS based on Location towards Purchase Intention. The features of SMS location-based advertising (entertainment, credibility, intrusiveness, informativeness, permission, and customization) have on consumer attitudes and will affect their purchase intentions to t...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/26591 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | This study discusses the influence of SMS based on Location towards Purchase Intention. The features of SMS location-based advertising (entertainment, credibility, intrusiveness, informativeness, permission, and customization) have on consumer attitudes and will affect their purchase intentions to the product. This study is a conclusive research with descriptive design. A quantitative approach is applied by spreading online questionnaire to the closest friends and collecting 300 respondents. The result of this research will be asses using confirmatory factor analysis and structural equation modelling, The findings revealed that all the variable, Customization, entertainment, credibility, informativeness, intrusiveness and permission 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. |
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