UI - Tesis Membership :: Kembali

UI - Tesis Membership :: Kembali

Advertising avoidance: perbandingan antara sms iklan location-based dan sms iklan unsolicited = Advertising avoidance a comparison between location based sms advertising and unsolicited sms advertising

Margaretha Habeahan; Sri Rahayu Hijrah Hati, supervisor; Nurdin Sobari, examiner; Tengku Ezni Balqiah, examiner (Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2016)

 Abstrak

Personalized advertising yang dikirimkan melalui Short Message Service (SMS) kepada konsumen menjadi kesempatan yang baik bagi pemasar. Namun, dalam studi sebelumnya menunjukkan bahwa terdapat empat anteseden yang dapat mengakibatkan advertising avoidance pada personalized advertising, yaitu privacy concerns, perceived personalization, advertising irritation, dan advertising skepticism.
Penelitian ini bertujuan untuk membandingkat advertising avoidance pada dua jenis pengiriman pesan iklan melalui SMS yaitu SMS iklan location-based dan SMS iklan unsolicited. Studi dilaksanakan dengan metode survey dan dianalisa dengan pendekatan multigrup SEM dengan bantuan software LISREL 8.72.
Hasil penelitian menunjukkan bahwa anteseden perceived personalization, advertising irritation, dan advertising skepticism dalam mempengaruhi advertising avoidance adalah berbeda antara SMS iklan location-based dan SMS iklan unsolicited.

Personalized advertising sent via Short Message Service (SMS) to the consumers is a good opportunity for marketers. However, the previous study shows that there are four antecedents that caused personalized advertising avoidance, which are privacy concerns, perceived personalization, advertising irritation, dan advertising skepticism.
This study aims to compare personalized advertising avoidance sent via two different methods of SMS: location-based SMS advertising and unsolicited SMS advertising. This study is done using survey method and analyzed using SEM with multi group approach. LISREL 8.72 is used to analyze the data.
The results shows that the effect perceived personalization, advertising irritation, and advertising skepticism on advertising avoidance are different between location-based SMS advertising and unsolicited SMS advertising.

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 Metadata

Jenis Koleksi : UI - Tesis Membership
No. Panggil : T46050
Entri utama-Nama orang :
Entri tambahan-Nama orang :
Entri tambahan-Nama badan :
Program Studi :
Subjek :
Penerbitan : Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2016
Bahasa : ind
Sumber Pengatalogan : LibUI ind rda
Tipe Konten : text
Tipe Media : unmediated ; computer
Tipe Carrier : volume ; online resource
Deskripsi Fisik : xiii, 120 pages : illustration ; 28 cm + appendix
Naskah Ringkas :
Lembaga Pemilik : Universitas Indonesia
Lokasi : Perpustakaan UI, Lantai 3
  • Ketersediaan
  • Ulasan
  • Sampul
No. Panggil No. Barkod Ketersediaan
T46050 15-19-045877862 TERSEDIA
Ulasan:
Tidak ada ulasan pada koleksi ini: 20433836
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