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Abstrak :
Tesis ini membahas mengenai pengaruh unsur dalam SMS iklan berbasis lokasi (entertainment, credibility, intrusiveness, informativeness, permission, dan customization) pada sikap konsumen sehingga berpengaruh terhadap intensi pembelian mereka. Penelitian ini merupakan penelitian konklusif dengan desain deskriptif. Pengumpulan data dilakukan melalui survey secara online dan mendapat respon dari 330 responden. Hasil penelitian menunjukkan bahwa unsur entertainment, credibility, informativeness dan intrusiveness mempengaruhi sikap konsumen secara signifikan terhadap SMS iklan berbasis lokasi. Semakin positif sikap yang ditunjukkan konsumen terhadap SMS iklan berbasis lokasi, maka konsumen semakin besar kecenderungan, kemungkinan, maupun kesediaannya untuk membeli produk yang ditawarkan. ......This study discusses the effects that features of SMS location-based advertising (entertainment, credibility, intrusiveness, informativeness, permission, and customization) have on consumer attitudes and their purchase intentions. This study is a conclusive research with descriptive design. An online survey was used for data collection. Responses were received from 330 consumers. The result of this study shows that entertainment, credibility, informativeness dan intrusiveness 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.

Abstrak :
ABSTRAK
Tesis ini membahas mengenai pengaruh unsur location based advertising yaitu: content appeal, interactivity, control, attitude toward advertising in general, customization, dan intrusiveness terhadap attitude toward location based advertising dan pengaruhnya terhadap purchase intention pelanggan. Penelitian ini merupakan penelitian konklusif dengan desain deskriptif. Pengumpulan data dilakukan melalui survey secara tatap muka dan memperoleh responden sebanyak 160 data. Hasil penelitian menunjukkan bahwa unsur content appeal, control, dan customization berpengaruh positif secara signifikan terhadap attitude toward location based advertising pelanggan. Attitude toward location based advertising juga berpengaruh positif secara signifikan terhadap purchase intention pelanggan. Moderasi timing memperkuat pengaruh positif customization terhadap attitude toward location based advertising. Moderasi timing juga memperkuat pengaruh attitude toward location based advertising terhadap purchase intention.

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ABSTRACT
This study discusses the effect that features location based advertising which are content appeal, interactivity, control, attitude toward advertising in general, customization, and intrusiveness on attitude toward location based advertising and its effect on customer rsquo s purchase intention. This study is a conclusive research with descriptive design. Data collection was done through offline survey resulted in 160 respondent rsquo s data. The study result shows content appeal, control, and customization significantly have positive effects on attitude toward location based advertising. Attitude toward location based advertising also significantly has positive effect on customer rsquo s purchase intention. Timing moderation enhances customization rsquo s positive effect on attitude toward location based advertising. Timing moderation also enhances attitude toward location based advertising rsquo s positive effect on purchase intention.

Abstrak :
Penyampaian informasi dalam bidang ilmu pemasaran, dikenal sebagai kegiatan komunikasi/promosi yang bertujuan untuk menyampaikan informasi, menyakinkan pasar, dan akhirnya membujuk untuk melakukan transaksi. Salah satu cara yang banyak dilakukan pemasar adalah menyampaikan informasi melalui short message service (sms) yang dikirimkan melalui telpon genggam. SMS dapat dikirimkan dengan ijin penerima (permission message) ataupun SMS yang menggunakan push-based strategy dimana pada stategi ini pesan lebih banyak didorong/ disampaikan kepada calon konsumen tanpa izin atau interaksi dari konsumen. Aplikasi SMS LBA (Short Message Service-Location Based Advertising) merupakan suatu metode untuk mengirimkan pesan secara langsung kepada calon konsumen melalui sms, tanpa membutuhkan nomor telpon yang dituju, tetapi membutuhkan lokasi keberadaan perangkat mobile seorang konsumen. Dalam praktek LBA, calon konsumen menerima sms tanpa keinginannya sendiri karena tidak adanya perjanjian antara penerima dan pengirim pesan, dan hal ini tidak menimbulkan konsekuensi biaya bagi penerima pesan, serta calon konsumen tidak dapat menolak pengiriman sms yang diterima di perangkat mobile yang dimiliki. Tesis ini membahas mengenai hak-hak konsumen terkait aplikasi SMS LBA (Short Message Service-Location Based Advertising) serta permasalahan hukum yang terjadi terkait dengan praktek mengirim SMS LBA. Metode pengiriman SMS LBA (Location Based Advertising), adalah suatu metode pengiriman pesan dalam bentuk teks, gambar atau video yang memanfaatkan infomasi lokasi keberadaan telpon genggam sesuai area BTS provider, tanpa perlu mengetahui nomornya. Dengan menggunakan data mengenai lokasi/keberadaan seseorang, yang diperoleh dari perangkat telpon genggam, pemasar/pengiklan dapat mengirimkan pesan yang berbeda kepada setiap penerima tergantung keberadaan mereka. Penelitian ini dilakukan untuk mengetahui bagaimana pengaturan mengenai praktek SMS LBA serta perlindungan hukum bagi penerima SMS LBA tersebut.Penelitian ini menggunakan penelitian normative. Hasil penelitian menyimpulkan bahwa praktek sms push LBA melanggar privasi konsumen, serta belum jelasnya kewajiban dan larangan terkait akses informasi elektronik oleh para pihak yang terlibat dalam implementasi LBA. Hal ini membutuhkan ketentuan baru dan penyempurnaan peraturan yang telah ada terkait dengan perlindungan konsumen sebagai target penerima pesan oleh teknologi geofenching. ......Information transmission in the field of marketing, known as communication activities/promotions has aim to deliver information, to convince the market, and finally persuaded the customers to make transactions. One way that many marketers do is to transmit the information through short message service (sms) that sent to mobile phones. SMS can be sent with the permission of the recipient (permissions message) or by push-based strategy. In this strategy, message was transmitted to prospective customers without permission or interaction with the them. LBA SMS (Short Message Service-Location Based Advertising) applications is a method to send messages directly to the potential customers via SMS, without telephone number, but needs the location information of mobile devices. In LBA, potential customers will receive sms without his agreement and permission, and it does not have cost consequences, as well as the prospective customers can not resist from sending sms to their mobile phone. This thesis discusses about customer rights related to applications of LBA SMS (Short Message Service-Location Based Advertising) as well as the legal issues associated with the practice of sending SMS LBA. This method of sending SMS LBA (Location Based Advertising), can be transmitted in the form of text, image or video that utilizes location information corresponding area where mobile phone base stations provider, without the need to know the number of mobile phone. Using data of location/presence of someone, which is obtained from mobile phone devices, marketers/advertisers may send a different message to each recipient depend on their existence. This study was conducted to determine how the regulations concerning the practice of SMS LBA and legal protection for SMS receiving. This study was normative research, and the result conclude that the practice of push sms LBA violate the privacy of customers, as well as the unclear obligations and restrictions regarding access to electronic information by the parties involved in the implementation of LBA. It requires a new provision and improvement of the existing regulations related to the protection of consumers as a target recipient of the message by geofenching technology.

Abstrak :
SMS location-based advertising LBA atau iklan berbentuk promosi melalui SMS yang memanfaatkan informasi lokasi telefon seluler diketahui dapat meningkatkan penjualan. Penelitian ini bertujuan untuk menganalisis pengaruh extrinsic dan intrinsic motivation terhadap pembentukan attitude toward SMS LBA yang selanjutnya melihat pengaruhnya terhadap purchase intention dalam konteks foodservice. Pada penelitian ini terdapat uji variabel moderasi yaitu brand familiarity untuk mengetahui apakah tingkat familiaritas terhadap merek mempengaruhi sikap konsumen terhadap niat pembelian produk yang diiklankan melalui SMS LBA. Penelitian ini melibatkan 229 responden dari seluruh Indonesia yang pernah mendapatkan SMS LBA dari Krispy Kreme. Data diolah menggunakan metode Structural Equation Modelling SEM. Hasil penelitian ini menunjukkan bahwa extrinsic dan intrinsic motivation dapat meningkatkan attitude toward SMS LBA yang selanjutnya dapat mendorong purchase intention. Selain itu ditemukan pula bahwa pengaruh ini di moderasi oleh brand familiarity. ...... SMS LBA is a promotion advertising through SMS that uses information of mobile phone rsquo s location in order to increase sales. This study aims to analyze the effect of extrinsic and intrinsic motivation on the establishment of attitude toward SMS location based advertising and its impacts on purchase intention in foodservice area. There is a test of brand familiarity as a moderating variable to find out whether the level of consumer rsquo s brand familiarity affect attitude toward SMS LBA on intention to purchase a product that advertised through SMS LBA. The data for this research were collected from 229 respondents from all over Indonesia who had received SMS LBA from Krispy Kreme. They were then analyzed using Structural Equation Modelling SEM. The result of this research shows that extrinsic and intrinsic motivation increases attitude toward SMS LBA that further leads to increase in purchase intention. Furthermore, the result shows that brand familiarity does moderate attitude toward SMS LBA on purchase intention.

Abstrak :
Perkembangan teknologi juga telah mengubah gaya hidup masyarakat, dan perekonomian telah berkembang dari ekonomi berbasis manufaktur tradisional menjadi ekonomi digital berbasis informasi. Telkomsel sebagai salah satu pelaku usaha yang bergerak dalam bidang perusahaan operator telekomunikasi seluler tentunya produk atau layanan yang diberikan akan selalu bergerak mengikuti perkembangan teknologi. Sebagai penyedia perusahaan operator telekomunikasi seluler, salah satu layanan yang diberikan Telkomsel adalah layanan Short Messaging Services (“SMS”). Dalam perkembangannya, Telkomsel mengembangkan serta menerapkan layanan Location Based Advertising yang merupakan salah satu jenis pemasaran langsung yang dibatasi pada distribusi pesan iklan yang secara khusus dirancang untuk lokasi di mana konsumen mengakses pesan tersebut. Layanan Location Based Advertising ini merupakan alternatif yang dapat menyampaikan pesan iklan di perangkat seluler, dan disaat yang sama akan menggunakan informasi di lokasi konsumen. Layanan Location Based Advertising ini pada perangkat seluler dirasa memiliki dua peluang penting bagi perusahaan. Pertama, ini ditujukan kepada konsumen secara individu, berdasarkan lokasi mereka saat ini, dan secara dinamis dipasarkan dalam waktu nyata. Kedua, Layanan Location Based Advertising ini memberikan fleksibilitas terhadap kesalahan atau adanya perubahan informasi, yang dapat diganti dengan cepat oleh akses jarak jauh. Meskipun dengan munculnya sistem media pemasaran berbasis lokasi memiliki banyak sekali manfaat praktis, tetapi hal tersebut juga dapat dianggap menggelisahkan serta meningkatkan masalah pribadi bagi penggunanya. Sistem yang menggabungkan pelacakan konsumen dan profil geografis, iklan berbasis lokasi dipandang mengganggu dan menimbulkan masalah privasi terhadap data pribadi penggunanya. ......Technological developments have also changed people's lifestyles, and the economy has evolved from a traditional manufacturing-based economy to an information-based digital economy. Telkomsel as one of the business actors engaged in the field of mobile telecommunications operator companies, of course, the products or services provided will always have an impact with technological developments. As a provider of cellular telecommunications operator companies, one of the services provided by Telkomsel is Short Messaging Services ("SMS"). In its development, Telkomsel develops and implements Location Based Advertising services with SMS which is a type of direct marketing that is limited to the distribution of advertising messages specifically designed for the location where consumers access the message. This Location Based Advertising service is an alternative that could deliver advertising messages on mobile devices, and at the same time will use information on the location of consumers. This Location Based Advertising service on mobile devices is considered to have two important opportunities for companies. It is addressed to consumers individually, based on their current location, and dynamically marketed in real time. Location Based Advertising Service provides flexibility against errors or changes in information, which can be replaced quickly by remote access. Although the advent of location-based marketing media systems has many practical benefits, it can also be considered disturbing and raise personal issues for users. Combining consumer tracking and geographic profiling, location-based advertising is seen as intrusive and raises privacy concerns for users' personal data.