Factors Influencing Purchase Intention of Mbakdiskon`S Consumers
This research was examining the factors influencing purchase intention of Mbakdiskon�s consumers. The independent variables which include are attitude toward Twitter advertising, brand familiarity of Mbakdiskon, and relevance of advertisement. This research is a quantitative research and uses conv...
| Main Authors: | , |
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| Format: | Thesis |
| Published: |
[Yogyakarta] : Universitas Gadjah Mada
2013
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| Subjects: |
| _version_ | 1797032926266785792 |
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| author | , Paulina Gupta Wijaya , Dra. Yulia Arisnani Widyaningsih, M.B.A., Ph.D. |
| author_facet | , Paulina Gupta Wijaya , Dra. Yulia Arisnani Widyaningsih, M.B.A., Ph.D. |
| author_sort | , Paulina Gupta Wijaya |
| collection | UGM |
| description | This research was examining the factors influencing purchase intention of
Mbakdiskon�s consumers. The independent variables which include are attitude
toward Twitter advertising, brand familiarity of Mbakdiskon, and relevance of
advertisement.
This research is a quantitative research and uses convenience sampling to
collect data from questionnaire. Open ended question are also included to ask
about the right time for respondents to read Mbakdiskon�s advertising on Twitter.
Multiple linear regressions are used to analyze the data. The description analysis
is also used to support the quantitative data.
The results show that there is the variables attitude toward Twitter
advertising, brand familiarity, and relevance to advertisement have significant
effect on purchase intention. Besides, it is found that mbakdiskon�s consumers
prefer evening time to read the Mbakdiskon�s Twitter advertising. |
| first_indexed | 2024-03-13T22:46:05Z |
| format | Thesis |
| id | oai:generic.eprints.org:118318 |
| institution | Universiti Gadjah Mada |
| last_indexed | 2024-03-13T22:46:05Z |
| publishDate | 2013 |
| publisher | [Yogyakarta] : Universitas Gadjah Mada |
| record_format | dspace |
| spelling | oai:generic.eprints.org:1183182016-03-04T08:41:54Z https://repository.ugm.ac.id/118318/ Factors Influencing Purchase Intention of Mbakdiskon`S Consumers , Paulina Gupta Wijaya , Dra. Yulia Arisnani Widyaningsih, M.B.A., Ph.D. ETD This research was examining the factors influencing purchase intention of Mbakdiskon�s consumers. The independent variables which include are attitude toward Twitter advertising, brand familiarity of Mbakdiskon, and relevance of advertisement. This research is a quantitative research and uses convenience sampling to collect data from questionnaire. Open ended question are also included to ask about the right time for respondents to read Mbakdiskon�s advertising on Twitter. Multiple linear regressions are used to analyze the data. The description analysis is also used to support the quantitative data. The results show that there is the variables attitude toward Twitter advertising, brand familiarity, and relevance to advertisement have significant effect on purchase intention. Besides, it is found that mbakdiskon�s consumers prefer evening time to read the Mbakdiskon�s Twitter advertising. [Yogyakarta] : Universitas Gadjah Mada 2013 Thesis NonPeerReviewed , Paulina Gupta Wijaya and , Dra. Yulia Arisnani Widyaningsih, M.B.A., Ph.D. (2013) Factors Influencing Purchase Intention of Mbakdiskon`S Consumers. UNSPECIFIED thesis, UNSPECIFIED. http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=58264 |
| spellingShingle | ETD , Paulina Gupta Wijaya , Dra. Yulia Arisnani Widyaningsih, M.B.A., Ph.D. Factors Influencing Purchase Intention of Mbakdiskon`S Consumers |
| title | Factors Influencing Purchase Intention of Mbakdiskon`S Consumers |
| title_full | Factors Influencing Purchase Intention of Mbakdiskon`S Consumers |
| title_fullStr | Factors Influencing Purchase Intention of Mbakdiskon`S Consumers |
| title_full_unstemmed | Factors Influencing Purchase Intention of Mbakdiskon`S Consumers |
| title_short | Factors Influencing Purchase Intention of Mbakdiskon`S Consumers |
| title_sort | factors influencing purchase intention of mbakdiskon s consumers |
| topic | ETD |
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