AN EMPIRICAL STUDY OF THE DRIVERS OF CONSUMER ACCEPTANCE OF MOBILE ADVERTISING (SHORT MESSAGE SERVICES) IN INDONESIA - Ratihayu, Anabelle Paramita; Alumni of BINUS BUSINESS SCHOOL, BINUS UNIVERSITY, JWC Campus, Jl. Hang Lekir I No. 6, Kebayoran Baru, South Jakarta 12120 (Bina Nusantara University, 2008)