Pandjaitan, Dorothy Rouly H. (2019) The Effect of Cellular Marketing and the Attitude Towards the Desire to Buy Dunkin Donut in Bandar Lampung. In: 2 rd ICEBE (International Conference of Economics Bussiness & Enterpreneurship) Future Opportunities and Challenges of Bussiness in Digital Era, 1 November 2019, Swiss Bell Hotel Bandar Lampung.

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Abstract

This study is intended to examine the behavior of consumer in responding to mobile advertising that is delivered through text messages. In order to find out the correlation between the variables, the testing done through the statistical test and the data processing techniques done by applying Partial Least Square (smart PLS 3.0). The results prove that the attitude of the consumer has not realized that cellular marketing has not been a trigger for the consumers to buy products from Dunkin Donuts. The subjective norms becomes the factor that make the consumers have the intention to buy the products from Dunkin Donuts and explains that the cellular marketing done by Dunkin Donuts has not been effective in attracting the intention to buy the products. Keywords: attitude, cellular marketing, subjective norms, buying intention.

Item Type: Conference or Workshop Item (Paper)
Subjects: A General Works > AC Collections. Series. Collected works
Divisions: Fakultas Ekonomi dan Bisnis (FEB) > Prodi Manajemen
Depositing User: Dr DOROTHY ROULY PANDJAITAN
Date Deposited: 14 Nov 2019 10:54
Last Modified: 14 Nov 2019 10:54
URI: http://repository.lppm.unila.ac.id/id/eprint/15562

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