PENGARUH MOBILE ADVERTISING TERHADAP PURCHASE INTENTION: Survei terhadap Followers Instagram Transportasi Online Maxim Indonesia

Mochamad Firman, - (2024) PENGARUH MOBILE ADVERTISING TERHADAP PURCHASE INTENTION: Survei terhadap Followers Instagram Transportasi Online Maxim Indonesia. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Penelitian ini bertujuan untuk mengetahui Pengaruh Mobile Advertising terhadap Purchase Intention. Jenis penelitian yang digunakan adalah deskriptif dan vertifikatif dengan pendekatan kuantitatif. Variabel dependen dalam penelitian ini adalah purchase intention (Y), dan mobile advertising (X) sebagai variabel independen. Populasi dalam penelitian ini adalah followers Instagram transportasi online Maxim Indonesia (@maxim_indo). Pengambilan sampel dalam penelitian ini menggunakan teknik probability sampling, yaitu metode simple random sampling terhadap 414 responden. Teknik analisis yang digunakan adalah analisis regresi linier sederhana. Hasil temuan penelitian menunjukkan bahwa gambaran mobile advertising terhadap purchase intention berada pada kategori cukup baik. Mobile advertising memiliki pengaruh yang cukup signifikan terhadap purchase intention. Berdasarkan hasil penelitian tersebut, penulis memiliki beberapa rekomendasi mengenai dampak dari mobile advertising terhadap purchase intention. Variabel mobile advertising dengan dimensi terendah: intrusiveness dan purchase intention dengan dimensi terendah: web identification. Maka dari itu, penulis memiliki rekomendasi agar perusahaan Maxim meningkatkan kualitas iklan yang dapat menarik minat calon pengguna, meningkatkan pelayanan-pelayanan Maxim, hingga meningkatkan kualitas aplikasi Maxim agar pelanggan tidak kesulitan dalam menggunakan transportasi Maxim sehingga dapat menggunakan Maxim dengan pengalaman yang berkesan. This study aims to determine the influence of mobile advertising on purchase intention. The type of research used is descriptive and verification with a quantitative approach. The dependent variable in this research is purchase intention (X) and mobile advertising as the independent variable. The population of this study is Maxim Indonesia Instagram followers (@maxim_indo). Sampling in this study used a probability sampling technique, namely a simple random sampling method of 414 respondents. This analysis technique used is simple linear regression analysis. The finding of this study indicated the mobile advertising on purchase intention is in a fairly good category. Mobile advertising has quite a significant influence on purchase intention. Based of the results of this research, the author has several recommendations regarding impact of mobile advertising on purchase intention. Mobile advertising variables with the lowest dimensions: intrusiveness and purchase intention with the lowest dimensions: web identification. The author has recommendations for the Maxim company to improve the quality of advertising that can attract the interest of potential users, improve Maxim's services, and improve the quality of Maxim's application so that customers do not have difficulty using Maxim transportation so they can use Maxim with a memorable experience.

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Official URL: https://repository.upi.edu
Item Type: Thesis (S1)
Additional Information: https://scholar.google.com/citations?view_op=new_profile&hl=en&authuser=1 ID SINTA Dosen Pembimbing: Girang Razati: 0029076306 Dita Amanah: 0019027302
Uncontrolled Keywords: Mobile advertising, Purchase intention, Transportasi online Mobile advertising, Purchase intention, Online transportation
Subjects: L Education > L Education (General)
Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Manajemen Bisnis
Depositing User: Mochamad Firman
Date Deposited: 27 Sep 2024 09:57
Last Modified: 27 Sep 2024 09:57
URI: http://repository.upi.edu/id/eprint/126382

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