The Influenced Of Mobile (Smartphone) Advertising On Consumer Attitude In Jakarta  

Oleh:

Abduh, Dibia ; Setiawan, Barry

Jenis: Article from Proceeding
Dalam koleksi: Proceeding IConEnt 2016 (International Conference on Entrepreneurship) : How Innovation could Improve the Performance and Productivity in Entrepreneurship?, page 212-223.
Topik: Mobile Advertising; Smart-phone Advertising; Consumer Attitude; Consumer Response.
Fulltext: Dibia Abduh, Barry Setiawan.pdf (480.64KB)

Isi artikel

The increasing number of mobile-phone (smart-phone) users in Indonesia throughout the year, and the growth and increasing digital advertising spending by marketers indicates the opportunity to be considered for the marketers to advertise via mobile-phone. Also, the greater impact of mobile advertising compared to online advertising is an important factor for the advertisers to consider in utilizing an advertisement thru mobile. Despite of this positive aspects, the mobile advertisement receptiveness is low and is less favorable among the mobile phone users. Further, majority of the mobile phone users did not respond by clicking the advertisement while using mobile application. A fact describes that Indonesia is among the country in South East Asia with the highest resistance users of mobile advertising. Therefore, this study is important to determine the influenced of mobile advertising on consumer attitude in Jakarta. The significant of the study are for the marketer to get broader knowledge on utilizing mobile advertising strategy and for the digital advertising agency to understand the mobile advertising factors that influence the consumer attitude. The study used a descriptive research with quantitative methods of data collection. The respondents of this research gathered for random sampling are those resides in Jakarta area who are exposed to mobile advertising. Generation Y age between 16-30 years old is the respondent for this research. The result of the study is that there is a positive correlation between mobile advertising and consumer attitude. Further, entertainment factor in mobile advertising has the strongest association in affecting consumer attitudes followed by the usefulness, credibility and irritation factor.

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