FAKTOR-FAKTOR YANG MEMPENGARUHI ADOPSI LAYANAN MOBILE ADVERTISING OLEH PENGIKLAN: STUDI PADA PT TELEKOMUNIKASI SELULAR
| Main Authors: | , Agung Tanu Sriwidjayanto, , Bayu Sutikno, MSM., Ph.D. |
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| Format: | Thesis NonPeerReviewed |
| Terbitan: |
[Yogyakarta] : Universitas Gadjah Mada
, 2013
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| Subjects: | |
| Online Access: |
https://repository.ugm.ac.id/125410/ http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=65578 |
Daftar Isi:
- The competition in telecommunication industry has been very tight, so that it has influenced the profit growth among all Telco operators in Indonesia. Telkomsel, as the one of the biggest Telco operator in Indonesia, is one of them who revenue�s declined. In order to maintain the revenue growth, Telkomsel introduced the new digital service named mobile advertising. However, today mobile advertising still not becoming the main advertising media for most advertiser. The symptoms can be seen from the budget of advertising spending which is share the most portion into convensional media such as tv, radio, and print ads. In addition, there are differences in perception among advertisers regarding mobile advertising services. Therefore, it is necessary to study the factors that influence advertisers to adopt or use a mobile advertising service. The results showed that there are no variable affect the advertiser adoption. This is just because the advertisers consider other variable out of the research variable such as budget and size of the company.