Factors that have influence customer acceptance towards mobile marketing / Ainur Rahmah Mohd Amin and Nurul Natashaina Mohd Mokhtar

• Main Authors: Mohd Amin, Ainur Rahmah, Mohd Mokhtar, Nurul Natashaina
• Format: Student Project
• Language: English
• Published: Faculty of Business and Management 2014
• Subjects: Social aspects. Social marketing; Market surveys. Including brand choice. Brand loyalty; Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling; Mobile commerce
• Online Access: http://ir.uitm.edu.my/id/eprint/24645/1/PPb_AINUR%20RAHMAH%20MOHD%20AMIN%20M%20BM%2014_5.pdf; http://ir.uitm.edu.my/id/eprint/24645/
• Institution: Universiti Teknologi Mara

This research is implemented to study about the acceptance towards mobile marketing among Generation Y in Johor Bahru area. The study aimed to identify the major factor that influences the acceptance towards mobile marketing advertisement like entertainment, credibility, informativeness and irritation. The study has been done within the area in Johor. The study was conducted at Johor Bahru area where nearby with researcher industrial training places and other places near located in Johor Bahru. The sample size for this study is 100 of respondents who walking around the area. Data obtained using two methods which are primary and secondary data. Respondents been asked to answer the questionnaire that contain the factors of influencing the acceptance of mobile marketing. Data are analyzed using Reliability Test, Chart and frequency Table through SPSS program. The sampling technique that has been used in this study is non – probability sampling technique which is convenience sampling. The results shows that irritation is the most influencing the acceptance towards mobile marketing.