Amanda, Anastasia
(2019)
Anteseden yang mempengaruhi niat untuk menggunakan location based advertising studi empiris my ads Telkomsel.
Bachelor thesis, Universitas Pelita Harapan.
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Abstract
These days mobile phones have increased development as well as the existence of a Global Positioning System (GPS). Furthermore, with the development of GPS, can provide opportunity for practitioners to create innovative advertising channels, such as Location Based Advertising (LBA). This study is formed because there is still lack of study that investigate how to increase intention to use LBA in Indonesia. Purpose of this study is to examine the relationships between variables that can affect the use of LBA. The variables in this study include advertising value, intention to use Location Based Advertising, brand trust, privacy concerns, and privacy self-efficacy. The object of this research was MyAds Telkomsel. Data collection techniques in this study conducted by questionnaire with non-probability sampling method. Respondents of this study were people who used telephone services from Telkomsel and had received offers through LBA. The number of respondents was 200 respondents. Data then analyzed by Structural Equation Modelling (SEM). Result shows that 4 from total hypotheses are accepted. These hypotheses include, there is a significant positive relationship between advertising value and intention to use. But, intention to use has a significant negative relationship with privacy concerns. Also brand trust has a significant negative relationship with privacy concerns. Last, there is a significant negative relationship between privacy self efficacy and privacy concerns. This study also provides research limitations and suggestions for further research. Through the result of this study, researcher expected that further researchers can examine LBA from other telephone services besides Telkomsel. Also, further researchers can use different variables than researcher used in this study by looking at their relevance and suitability with LBA. In addition, further researchers are expected to be able to use a wider sample population, it helps to obtain accuracy from the results of relationships between variables that have been obtain.
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