LOCATION BASED MOBILE ADVERTISING (LBA): DAMPAKNYA TERHADAP MINAT BELI: Survei pada Pengguna Tokopedia

Rifki Bagus Ramadhan, - (2024) LOCATION BASED MOBILE ADVERTISING (LBA): DAMPAKNYA TERHADAP MINAT BELI: Survei pada Pengguna Tokopedia. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Tingginya minat untuk berbelanja online semakin meningkat seiring dengan bertambahnya jumlah pengguna internet. Kondisi ini mendorong sektor marketplace melakukan pengembangan strategi pemasaran yang lebih efektif guna menjadi pilihan utama di benak konsumen. Salah satu strategi yang potensial adalah pemanfaatan Location Based Mobile Advertising (LBA) sebagai media pemasaran secara langsung. Namun, masih terdapat tantangan dalam memaksimalkan pengaruh LBA terhadap minat beli konsumen, terutama pada pengguna platform marketplace seperti Tokopedia. Tokopedia sendiri telah menggunakan LBA sebagai media pemasarannya. Oleh karena itu, penelitian ini dilakukan dengan tujuan untuk mengetahui bagaimana kinerja LBA, tingkat minat beli pengguna Tokopedia, serta mengetahui bagaimana pengaruh LBA aplikasi Tokopedia terhadap minat beli pengguna Tokopedia. Penelitian ini menggunakan metode kuantitatif dengan pendekatan deskriptif dan verifikatif dengan kriteria responden, yaitu pengguna Tokopedia dan pernah menerima push notification yang bersifat LBA dari aplikasi Tokopedia sebanyak 400 responden. Hasil penelitian menunjukkan bahwa terdapat pengaruh langsung yang positif dan signifikan antara LBA terhadap minat beli. Dari empat dimensi LBA, Tokopedia perlu mengoptimalkan Location Context Quality. The high interest in online shopping is increasing along with the increase in the number of internet users. This condition encourages the marketplace sector to develop more effective marketing strategies to become the main choice in consumers' minds. One potential strategy is the use of Location Based Mobile Advertising (LBA) as a direct marketing medium. However, there are still challenges in maximizing the influence of LBA on consumer buying intentiont, especially for users of marketplace platforms such as Tokopedia. Tokopedia itself has used LBA as its marketing medium. Therefore, this research was conducted with the aim of finding out how the LBA performs, the level of buying interest of Tokopedia users, and knowing how the LBA of the Tokopedia application influences the buying intentions of Tokopedia users. This research uses a quantitative method with a descriptive and verification approach with the criteria of respondents, namely Tokopedia users and 400 respondents who have received LBA push notifications from the Tokopedia application. The research results show that there is a positive and significant direct influence between LBA on purchasing intentionst. Of the four dimensions of LBA, Tokopedia needs to optimize Location Context Quality.

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Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?view_op=new_profile&hl=en ID SINTA Dosen Pembimbing: Dr. Prof. Dr. Vannesa Gaffar, S.E.Ak., MBA : 5993246 Arief Budiman, S.S., S.SOS., IMSME: 5992927
Uncontrolled Keywords:	Marketplace, Location Based Mobile Advertising, Minat Beli, Pengguna tokopedia Marketplace, Location Based Mobile Advertising, Purchase Intention, Tokopedia users
Subjects:	L Education > L Education (General)
Divisions:	Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan)
Depositing User:	Rifki Bagus Ramadhan
Date Deposited:	07 Oct 2024 03:17
Last Modified:	07 Oct 2024 03:17
URI:	http://repository.upi.edu/id/eprint/127028

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