PENGARUH KEINFORMATIFAN, KREDIBILITAS, DAN HIBURAN DALAM IKLAN, SERTA SIKAP KONSUMEN TERHADAP PENERIMAAN MOBILE ADVERTISING PADA PENGGUNA APLIKASI SHOPEE DI SURABAYA

Kristiana, Wanda Rose (2018) PENGARUH KEINFORMATIFAN, KREDIBILITAS, DAN HIBURAN DALAM IKLAN, SERTA SIKAP KONSUMEN TERHADAP PENERIMAAN MOBILE ADVERTISING PADA PENGGUNA APLIKASI SHOPEE DI SURABAYA. Undergraduate thesis, STIE Perbanas Surabaya.

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Abstract

This study aims to determine the influence of informativeness, credibility, entertainment in advertisement and consumer attitudes towards acceptance mobile advertising on Shopee application users in Surabaya. This study used a quantitative approach and purposive sampling technique to selected sample . The population in this study was people of Surabaya Shopee application users, involved 100 respondents. Methods of data collection through the distribution of questionnaires. Data analysis using descriptive analysis, and statistical analysis. The data processing tool used WarpPLS version 6.0. The results showed that informativeness, credibility, and entertainment have a significant positive influence on consumer attitudes, as well as consumer attitudes have a significant positive influence on consumer acceptance on mobile advertising Shopee in Surabaya. Key words : Mobile Advertising, Informativeness, Credibility, Entertainment, Consumer Attitudes, Consumer Acceptance, and WarpPLS.

Item Type: Thesis (Undergraduate)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Bachelor of Management
Depositing User: Perpustakaan STIE Perbanas Surabaya
Date Deposited: 14 Mar 2019 03:36
Last Modified: 14 Mar 2019 03:36
URI: http://eprints.perbanas.ac.id/id/eprint/4215

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