THE DRIVING FORCES OF YOGYAKARTA UNIVERSITY STUDENTS’ INTENTION TO REDEEM MOBILE COUPON

Santoso, Glanlay Gabriel (2018) THE DRIVING FORCES OF YOGYAKARTA UNIVERSITY STUDENTS’ INTENTION TO REDEEM MOBILE COUPON. S1 thesis, UAJY.

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Abstract

Hand in hand with technology development, the market also growth with new characteristics and trends. In this modern era the most basic technology that consumers have is their mobile phone, and the business take advantages of this phenomenon develop the new marketing approaches which is mobile marketing and one of the subset is mobile coupon. Therefore this study conducted with the aim of examine the factors that drive consumers’ intention to redeem mobile coupon. With the proposed hypothesis that economic benefit, convenience aspects, positive attitude, perceived control, and social influence as a driving forces of consumers’ intention to redeem mobile coupon. A closed survey of 181 respondents verify the proposed hypothesis as a driving forces of consumers’ intention to redeem mobile coupon. The finding provide the insight for the business to designing their mobile coupon. By creating the consumers positive attitude that can be done by accentuate the economic benefits and convenience aspect of mobile coupon, giving the consumers sufficient control over the mobile coupon they receive, and considering the social factors that exist in the market segmentation can potentially increase their redemption rates.

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