Mobile Marketing: Pengaruh Aspek Kepercayaan Diri, Kepercayaan Institusi dan Kontrol Diri Pengguna
AbstractAbstractThis study analyzed the consumer behavior using mobileÂ phone marketing. The growth of mobile marketing usage wasÂ increasing in Indonesia. This gave the opportunity forÂ marketers to use this technology to capture and to maintainÂ consumers in the long-term period. This study aimed atÂ analyzing the consumer behavior to use mobile marketing asÂ the recipients of information. The study used theÂ institutional trust, personal trust, perceived control. TheseÂ variables were analyzed using survey to a number ofÂ respondents. The respondents were workers and students.Â The total number was 83. The sampling uses non-probabilityÂ sampling, namely purposive sampling. TheÂ data was analyzed using multiple regression statistics. TheÂ managerial implications were explored to provide vividÂ understanding about the usage of mobile marketing inÂ Indonesia. Only personal trust had positive correlation withÂ consumer behavior to use mobile marketing.
Aug 22, 2017
How to Cite
. Mobile Marketing: Pengaruh Aspek Kepercayaan Diri, Kepercayaan Institusi dan Kontrol Diri Pengguna. Jurnal Universitas Paramadina, [S.l.], v. 13, p. 1401-1429, aug. 2017. ISSN 2356-1051. Available at: <http://journal.paramadina.ac.id/index.php/upm/article/view/109>. Date accessed: 30 oct. 2020.
mobile marketing, institutional trust, personal trust, perceived control.