THE INFLUENCE OF ATTITUDE AND SOCIAL NORMS ON BEHAVIORAL INTENTION SMS MARKETING OF XL IN SURABAYA
Abstract: These days, it can be denied that cellurar phone alredy became the part humans lif. SMS is added as the new marketing media tools in order to maket brands, products, and services; since SMS can reach the target market personally. The appearance of SMS Marketing from cellular phone operator is something that can be avoided. Nevertheless, there are things that need to be considered by cellular operator, regarding to the perception of its users toward SMS Marketing. This paper suggests and investigates utility and factors attitude including behavior, cognitive, affective, perceived untility and perceived risk. The purpose of this research is determine the factors that influence attitude and behavioral intention the most from the perspective of the users. This paper is causal and confirmatory research; therefore it needs both primary and secondary data. A distribution of 120 questionnaires to university students in Surabaya is done. Surveys of indicators which measure attitude are evaluated. Convenience sampling is used in order to gather the most reliable data for the research. The data is processed using SPSS and AMOS programs. It is discovered that the main reason that university students chose XL as their cellular phone operator is because of the promotion. The relation between attitudes and the indicators; and the relation between attitudes, social norms and behavioral intention are the main focus in this research. In this paper, the research has confirmed that attitude is the best indicator that affects the behavioral intention of university students toward SMS Marketing in Surabaya. It determines that if the university students attitude toward SMS Marketing is positive, the behavioral intetion will also be positive.Keywords : Attitude toward Mobile Marketing, Social Norms, Behavioral Intetion, Causal, Confirmatory Research, Structural Equation Model, Convenience Sampling.
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