AKSEPTANSI KONSUMEN MUDA TERHADAP IKLAN SMS (SMS ADVERTISING) DI TIMOR LESTE

Barreto, Lauriano Pereira (2014) AKSEPTANSI KONSUMEN MUDA TERHADAP IKLAN SMS (SMS ADVERTISING) DI TIMOR LESTE. S2 thesis, UAJY.

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Abstract

The growth and potential of SMS advertising is a significant opportunity for marketers to reach consumers in the digital age. But not independent of the factors that influence the willingness of consumers to accept advertisements is trying to integrate some SMS. Penelitian previous studies such as Phau et al., (2010) and Phau and Thea (2009) adapted into the context of the new nation of Timor-Leste, with intent to determine the effect of the use of SMS motivation, perception iklanSMS utilities, use of contextual information in SMS advertising, sacrifice perceived by young consumers to receive SMS advertisements, control or self-control when receiving an SMS ad, a young consumer confidence in the contents of personal information in SMS advertising, and attitudes of young consumers in ads SMS to young consumers willingness to accept SMS advertising in Timor-Leste. This research could also be beneficial in terms of both managerial and academic in order to increase knowledge about SMS advertising-based marketing communications. In this study in the context of Timor-Leste is a new new country, with a sample of 300 male and female students aged 18-40 years in Dili with a model of a self-administered questionaire research is divided in three leading campus in East Timor namely: the East Timor National University, Univercidade da Paz, and Dili Institute of Technology which was held on September 20-October 30, 2013 by using a Likert scale of five alternatives. Descriptive analysis and multiple linear regression were used in data processing research shows all the independent variables can affect the dependent variable with a high degree of measurement scales and multiple linear regression analysis and simple regression analysis also showed a significant effect on the willingness of young consumers to receive SMS ads in Timor-Leste. Some of the implications, limitations role in this research as: The study was only among young consumers in Dili so it is very important for a further study to determine the cultural and demographic segments in general and detail. The sample in this study also only young consumers aged 18-40 years also be a limitation, because the Timor-Leste has a diverse range of consumers from all walks of life with diverse socio-economic status as well.

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