FAKTOR-FAKTOR YANG MEMPENGARUHI PENERIMAAN MOBILE MARKETING PADA KONSUMEN MUDA DI INDONESIA

Yohana, Shirleen (2013) FAKTOR-FAKTOR YANG MEMPENGARUHI PENERIMAAN MOBILE MARKETING PADA KONSUMEN MUDA DI INDONESIA. S2 thesis, UAJY.

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Abstract

The aim of the current paper is to identify determinants of mobile marketing acceptance among youth consumers in Indonesia. It replicated a previous study conducted in China (Gao, Sultan and Rohm, 2010). The original research found that risk acceptance and personal attachment influence mobile marketing acceptance among youth consumers in China. It also emphasizes the role of marketing-related mobile activity (providing information, accessing and sharing content) in mediating the relationships between the two antecedent factors and mobile marketing acceptance. This present study examines if the same findings hold in Indonesian context. The present study adopted instruments used in the mobile marketing research conducted in China. Data collection was done by using both offline and online survey. Data analysis was conducted by multiple and simple linear regression analyses. It is found that risk acceptance and personal attachment influence mobile marketing acceptance among youth consumers in Indonesia. The two factors were mediated by providing information and sharing content. While accessing content found no significant impact on mobile marketing acceptance.

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