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"Penelitian ini meneliti dua dimensi dari sikap yang dapat mempengaruhi tanggapan terhadap iklan mobile, yaitu evaluasi berbasis teknologi dan evaluasi berbasis emosi. Penelitian ini juga meneliti kredibilitas yang dianggap memiliki pengaruh dalam menentukan sikap terhadap iklan mobile. Data hasil penelitian diolah menggunakan Structural Equation Modeling (SEM). Hasil penelitian menyatakan bahwa sikap terhadap iklan mobile memberikan pengaruh yang positif dan signifikan terhadap tanggapan pada iklan mobile, kemudian kredibilitas terbukti dapat memberikan pengaruh yang positif dan signifikan pada sikap terhadap iklan mobile. Namun, penerimaan teknologi mobile tidak memberikan pengaruh yang signifikan terhadap tanggapan pada iklan mobile.

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This research examines the two dimensions of attitudes that may affect responses to mobile advertising, namely the technology-based evaluations and emotion-based evaluations. This research also examines credibility which considered to have an influence in determining attitudes toward mobile ads. The data were analyzed using Structural Equation Modeling (SEM).

The results stated that attitudes toward mobile ads have a positive and significant effect on the response to mobile ads, then credibility proven to have a positive and significant effect on attitudes toward mobile ads. However, the acceptance of mobile technology don’t have a significant influence on response to mobile ads."

"[ABSTRAK Pertumbuhan pengguna perangkat mobile dan perkembangan teknologi mobile memberikan peluang terbukanya kanal baru di bidang periklanan Bidang periklanan kini dapat memanfaatkan teknologi ponsel sebagai media penyampaian kampanye iklan yang saat ini lebih dikenal dengan sebutan Mobile Advertising Periklanan Mobile Meski memiliki peluang yang besar mobile advertising masih memiliki beberapa permasalahan yang bisa saja menimbulkan kerugian bagi pihak pemasang iklan ataupun pihak publisher pembuat aplikasi mobile mobile website diantaranya tidak semua orang memiliki keinginan mengklik iklan yang ditayangkan di layar perangkat mobile bahkan ada pula kasus pengguna yang mengklik secara tidak sengaja Hal ini memicu rasa ingin tahu penulis mengenai faktor faktor apa saja yang mempengaruhi penerimaan pengguna perangkat mobile terhadap mobile advertising di Indonesia Penelitian ini bertujuan untuk mengetahui faktor ndash faktor apa saja yang mempengaruhi pengguna perangkat mobile dalam penerimaan terhadap mobile advertising di Indonesia dan memberikan rekomendasi kepada pihak pemasang iklan publisher atau developer dan juga perusahaan Advertising Networks agar iklan yang ditayangkan melalui mobile advertising dapat lebih diterima oleh pengguna perangkat mobile Kerangka pemikiran yang dirancang pada penelitian ini mengadopsi beberapa model penerimaan seperti Technology Acceptance Model TAM Uses and GratificationsTheory UGT dan Innovation Diffusion Theory IDT kemudian penulis mencoba memodifikasi model tersebut mengaitkan dengan fakta yang ada di Indonesia berdasarkan data awal yang penulis peroleh dan juga berdasarkan penelitian penelitian sebelumnya untuk kemudian diajukan sebagai model yang digunakan dalam penelitian Data dikumpulkan dengan menyebarkan kuesioner kepada para pengguna perangkat mobile melalui kuesioner online dan offline Hasil dari pengumpulan data diperoleh 208 kuesioner Data tersebut lalu diolah dengan menggunakan Structural Equation Modeling SEM berbasis varian yaitu Partial Least Square PLS Dari hasil penelitian ini dapat diketahui bahwa faktor faktor personalization informativeness entertainment irritation institutional trust incentive advertising value dan perceived risk mempengaruhi penerimaan pengguna perangkat mobile terhadap mobile advertising di Indonesia ABSTRACT The rapid growth and development of mobile technology has provided an opportunity which open up a new channel in advertising Advertising can now utilize cellphone technology as the media for advertising campaign which is broadly known as mobile advertising Although it has given that much opportunity mobile advertising still has some problems that could cause great loss for advertisers or publishers for instance there are people who still don 39 t have a desire to click on the mobile advertisement shown on the mobile phone screen in fact there are also some cases where the mobile phone user click on the advertisement accidentally Those condition had trigerred the curiosity of the author to seek out the factors that influence the acceptance of mobile devices users toward mobile advertising in Indonesia This research aims to find out which factors that influence the mobile device users in accepting mobile advertising and to give recommendations to advertisers publishers or developers and the advertising networks company so that the advertisement in mobile advertising can be more accepted by mobile device users The theoritical framework in this research is adopted from several acceptance model including Technology Acceptance Model TAM Uses and Gratifications Theory UGT and Innovation Diffusion Theory IDT The model also modified by relating it with Indonesian context based on the data that was initially gathered from Indonesian respondents and also based on the previous research The data was gathered by spreading out questionnaires to mobile users through online and offline questionnaires 208 questionnaires had been gathered these data was processed and analyzed using variance based structural equation modelling SEM which is Partial Least Squares PLS The result gives an understanding that personalization informativeness entertainment irritation institutional trust incentive advertising value and perceived risk influence the mobile users acceptance toward mobile advertising in Indonesia ;The rapid growth and development of mobile technology has provided an opportunity which open up a new channel in advertising Advertising can now utilize cellphone technology as the media for advertising campaign which is broadly known as mobile advertising Although it has given that much opportunity mobile advertising still has some problems that could cause great loss for advertisers or publishers for instance there are people who still don 39 t have a desire to click on the mobile advertisement shown on the mobile phone screen in fact there are also some cases where the mobile phone user click on the advertisement accidentally Those condition had trigerred the curiosity of the author to seek out the factors that influence the acceptance of mobile devices users toward mobile advertising in Indonesia This research aims to find out which factors that influence the mobile device users in accepting mobile advertising and to give recommendations to advertisers publishers or developers and the advertising networks company so that the advertisement in mobile advertising can be more accepted by mobile device users The theoritical framework in this research is adopted from several acceptance model including Technology Acceptance Model TAM Uses and Gratifications Theory UGT and Innovation Diffusion Theory IDT The model also modified by relating it with Indonesian context based on the data that was initially gathered from Indonesian respondents and also based on the previous research The data was gathered by spreading out questionnaires to mobile users through online and offline questionnaires 208 questionnaires had been gathered these data was processed and analyzed using variance based structural equation modelling SEM which is Partial Least Squares PLS The result gives an understanding that personalization informativeness entertainment irritation institutional trust incentive advertising value and perceived risk influence the mobile users acceptance toward mobile advertising in Indonesia , The rapid growth and development of mobile technology has provided an opportunity which open up a new channel in advertising Advertising can now utilize cellphone technology as the media for advertising campaign which is broadly known as mobile advertising Although it has given that much opportunity mobile advertising still has some problems that could cause great loss for advertisers or publishers for instance there are people who still don 39 t have a desire to click on the mobile advertisement shown on the mobile phone screen in fact there are also some cases where the mobile phone user click on the advertisement accidentally Those condition had trigerred the curiosity of the author to seek out the factors that influence the acceptance of mobile devices users toward mobile advertising in Indonesia This research aims to find out which factors that influence the mobile device users in accepting mobile advertising and to give recommendations to advertisers publishers or developers and the advertising networks company so that the advertisement in mobile advertising can be more accepted by mobile device users The theoritical framework in this research is adopted from several acceptance model including Technology Acceptance Model TAM Uses and Gratifications Theory UGT and Innovation Diffusion Theory IDT The model also modified by relating it with Indonesian context based on the data that was initially gathered from Indonesian respondents and also based on the previous research The data was gathered by spreading out questionnaires to mobile users through online and offline questionnaires 208 questionnaires had been gathered these data was processed and analyzed using variance based structural equation modelling SEM which is Partial Least Squares PLS The result gives an understanding that personalization informativeness entertainment irritation institutional trust incentive advertising value and perceived risk influence the mobile users acceptance toward mobile advertising in Indonesia ]"

"Teknik iklan melalui internet saat aktifitas browsing dengan perangkat mobile merupakan jenis iklan mobile yang terus berkembang. Iklan mobile dari operator-operator telekomunikasi indonesia pada penelitian ini dikumpulkan untuk menemukan kombinasi jam tayang pada kategori produk iklan yang akan menghasilkan rasio iklan terbaik pada tiap jenis banner iklan yang disajikan. Metode observasi data secara langsung dilakukan, kemudian data hasil rasio klik dikumpulkan dan dikategorikan berdasarkan kategori produk dan jam tayangnya. Periode data iklan diambil dari histori iklan mobile selesai tayang periode satu tahun terakhir. Hasil temuan menunjukan bahwa adanya tingkat interaksi signifikan dari kategori produk dan jam tayang iklan mobile terhadap rasio klik yang dihasilkan pada tiga jenis banner yang disajikan. Periode jam tayang banner layar penuh mendapatkan rasio klik tertinggi pada periode jam tayang 12:00 s/d 23:59, pada banner melayang ditengah layar rasio klik tertinggi pada periode jam tayang 12:00 s/d 14:59 dan 21:00 s/d 05:59 sedangkan pada banner melayang dibagian bawah layar rasio klik tertinggi diperoleh pada periode jam tayang 00:00 s/d 08:59 dan 12:00 s/d 20:59.

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The advertising technique through internet when the subscriber do browsing activity on their mobile device is one of mobile advertising type that developed continuously. The mobile advertisings of telecommunication operator in Indonesia was collected to find the combination of showtimes period from product ads category which give the best result on each banner type that was provided. Methods of observation data directly carried out, then the data collected and clickthrough results categorized by product category and time slot. Period of data taken from the advertising mobile advertising history was completed through a period of the past year.

The findings indicate that the presence of significant levels of interaction between product categories and mobile advertising airtime on the ratio of clicks resulting in three types of banners are served. Period of airtime in full screen banner get the highest click rate in the showtimes period 12:00 to 23:59, on-screen banner floated in the middle of the screen get the highest click rate in the showtimes period 12:00 to 14:59 and 21:00 to 05:59 while on a floating banner at the bottom of the screen is obtained the highest click rate in the showtimes period 00:00 to 08:59 and 12:00 to 20:59."

"Penelitian ini membahas tentang faktor faktor penerimaan oleh pengguna telepon seluler terhadap iklan SMS berbasis lokasi location based advertisement. Penelitian bertujuan melihat tanggapan masyarakat, khususnya pengguna telepon seluler dalam menerima iklan dalam bentuk SMS dengan teknologi location based dan menemukan faktor yang paling mempengaruhi, menurut penerima iklan SMS berbasis lokasi dalam menerima iklan. Penelitian ini juga memasukan analisis tabulasi dengan tujuan melihat efektifitas iklan SMS berbasis lokasi kepada pembelian oleh penerima iklan. Penelitian ini adalah penelitian kuantitatif dengan regresi berganda sebagai tehnik pengujian hipotesis. Data dikumpulkan menggunakan tehnik survey dengan kuesioner.

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This study discusses the factors of acceptance by mobile phone users toward location based SMS advertising location based advertisement . The study aims to see the public response, especially by the mobile phone users on receive ads in the form of SMS with location based technology, and find the factors that most influence, according to the location based SMS advertising recipient to receive advertises. This research is a quantitative research use a technique of multiple regressions for a hypothesis testing. Data were collected using a questionnaire survey technique."

"Dunia bisnis yang semakin kompetitif membuat perusahaan harus memikirkan berbagai cara untuk dapat menawarkan produk dan jasa mereka dengan cara yang lebih kreatif dan efesien. Seiring dengan perkembangan teknologi komunikasi maka munculah suatu jalur periklanan baru yang cukup mendapat perhatian, yaitu Mobile Advertising. Penelitian ini membahas mengenai faktor-faktor yang mempengaruhi sikap konsumen terhadap iklan di dalam aplikasi mobile (mobile application display advertising). Penelitian ini menggunakan metode survei dengan non-probability sampling dimana responden penelitian ini merupakan mahasiswa Universitas Indonesia yang berjumlah 154 orang. Metode analisis data menggunakan pengujian reabilitas dan validitas dengan SPSS dan pengujian Confirmatory Factor Analysis (CFA) dengan metode Structural Equation Modeling (SEM) melalui software SPSS AMOS. Hasil penelitian menunjukkan bahwa hiburan (entertainment), kredibilitas (credibility), informatif (Informativeness) berkorelasi positif terhadap sikap (attitude) dan keinginan (intention) responden untuk mendownload aplikasi yang ditawarkan dalam iklan. Sementara itu, gangguan (irritation) berkorelasi negatif terhadap sikap (attitude) dan keinginan (intention) responden untuk mendownload aplikasi.

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Increasingly competitive business world drives companies to think of ways in offering their products and services in a more creative and efficient way. Along with the development of communications technology, new advertising channels, which are getting enough attention, are emerged: Mobile Advertising. This study discusses the factors that influence consumer attitudes toward advertising in mobile applications (mobile application display advertising). This research uses survey method with non-probability sampling where the respondent of this research are the students of University of Indonesia which amounted to 154 people. Data analysis method used are reliability and validity test with SPSS and Confirmatory Factor Analysis (CFA) with Structural Equation Modeling (SEM) method through SPSS AMOS software. The results showed that entertainment, credibility , informativeness, positively correlating attitudes, and intention for the respondents to download the applications offered in the ad. Meanwhile, irritation is negatively correlated to attitude and intention of the respondents to download application."

"Perkembangan teknologi mendorong munculnya media baru dalam mengkomunikasikan suatu pesan iklan. Mobile advertising merupakan salah satu media jenis baru yang memanfaatkan media telepon genggam untuk secara langsung menyampaikan suatu pesan terhadap konsumen atau target market. Dari sinilah keunggulan dari mobile advertising muncul dibandingkan oleh media lain. Mobile advertising dengan cepat di adaptasi oleh para marketer. Untuk mengetahui respon penerimaan dari konsumen, penelitian menelti bagaimana faktor internal beliefs dari konsumen mempengaruhi attitudes mereka terhadap mobile advertising. Dengan berdasarkan pada theory of planned behaviour, attitude dengan dibantu oleh subjective norms dan perceived behavioral control nantinya akan mengukur bagaimana pengaruhnya terhadap intention dapat menjadi indikator penerimaan. Hasil dari penelitian ini menunjukkan bahwa terdapat pengaruh positif yang signifikan dari beliefs, attitude, intention.

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Technological developments have encouraged the emergence of new media in communicating an advertising message. Mobile advertising is one of the new type, this type of advertising is to use the media cell phones to directly delivering a message to consumers or target market. From this emerged the advantages of mobile advertising than by other media. Mobile advertising quickly adapted by the marketer.

To determine the responses acceptance from consumers, the study examined how the internal factors beliefs of consumers affect the attitude towards mobile advertising. On the basis of the theory of planned behaviour, by the support of subjective norms and perceived behavioural control, attitude will show an impact on intention which can be an indicator of acceptance.

The results of this study indicate that there is a significant positive effect from the beliefs, attitude, and up to the intention."

"Norma sosial dirasakan sangat kental keberadaannya di Negara dengan tingkat keanekaragaman masyarakatnya tinggi, seperti Indonesia. Bahkan norma sosial menjadi penting untuk dilihat dalam model penerimaan pelanggan dari sebuah layanan yang tak terlihat (intangible services). Mobile telecommunication sebagai salah satu layanan tak terlihat yang memiliki nilai tinggi dalam kehidupan bermasyarakat, seperti telepon seluler, memiliki pertumbuhan penggunaan yang pesat. Di Indonesia, jumlah pengguna telepon seluler nasional di akhir tahun 2012 mencapai 230 juta pelanggan. Ketergantungan masyarakat yang tinggi terhadap fungsi dari peralatan komunikasi seluler ini menjadikan alat komunikasi yang selalu di bawa dan berada dekat dengan pemiliknya. Fenomena ini kemudian dimanfaatkan perusahaan untuk melakukan komunikasi secara one on one kepada konsumen dan menggunakannya sebagai media beriklan atau lebih dikenal dengan mobile advertising. Mobile advertising berbasis LBA SMS sangat digemari oleh pemasar di Indonesia karena dapat spesifik ditujukan kepada pelanggan yang secara fisik berada d lokasi tertentu. Keberadaan fisik pelanggan yang mengetahui pesan iklan tertentu ini diharapkan dapat memudahkan terjadinya transaksi pembelian. Penelitian ini membahas tentang faktor-faktor yang mempengaruhi penerimaan pelanggan terhadap iklan LBA SMS. Terdapat penolakan maupun penerimaan terhadaap hipotesis penelitian. Faktor kegunaan kontekstual (.000**), kepercayaan (.003*), dan norma sosial (.000**) memiliki hubungan yang positif. Sedangkan faktor kendali (.955) dan faktor kegunaan (.047) memiliki hubungan positif namun tidak signifikan dan faktor pengorbanan yang memiliki hubungan yang negatif signifikan (.040). Secara simultan, faktor yang memiliki pengaruh terbesar adalah norma sosial dengan level signifikansi .000**.

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Perceived social norms highly considered for its existence in the high state level diversity society, such as Indonesia. Even social norms have being seen as one of important important aspect to see the customer acceptance of intangible services. Mobile telecommunications, as one of intangible services carrier, such as cell phones, have rapid growth in usage. In Indonesia, the number of mobile phone users nationwide at the end of 2012 reached 230 million subscribers. Dependence of high society to function of mobile communication equipment makes communication tool that is always on and are brought close to the owner.

This phenomenon then used the company to conduct one on one communication to consumers and use it as a medium to advertise, or better known as mobile advertising. LBA SMS-based mobile advertising is very popular for marketers in Indonesia because it can specifically targeted to customers who physically are in business specific location coverage. Physical presence of customers who know a particular advertising message is expected to facilitate the purchase transaction. This study discusses the factors that influence the acceptance customers against LBA SMS advertising.

There is a rejection or acceptance terhadaap research hypothesis. Contextual factors (.000 **), Trust (.003 *), and social norms (.000 **) have a positive Relationship. While the control factor (.955) and the utility factor (.047) had an unsignificant positive relationship and sacrifice factors have a significant negative Relationship (.040). Operating simultaneously, social norms factor has the greatest influence with significance level is 0.000**."