RESPON KONSUMEN TERHADAP IKLAN EMAIL DARI BIRO TUR DAN PERJALANAN DI INDONESIA
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Keywords:
Quality of information, Entertainment, Financial rewards, Costumer response, Perceived intrusiveness
Abstract
This study aims to determine and analyze consumer response to email advertising from online agent Tour and Travel in Indonesia.This type of research is causal research with quantitative approach. This study using purposive sampling approach with an assessment of the researchers who can be made respondents in accordance with the characteristics of the population. Thecharacteristics of the population is consumer who buy and used online agent Tour and Travel 2 times in the last 1 year, live in Indonesia, minimum of level education is bachelor.Respondents in t his study amounted to 125 people. The analysis in this study using a model of SEM (Structural Equation Modeling) through SPSS software version 22.0 for Windows and AMOS version 21.0 for Windows for testing Measurement and Structural Model.The result of this study indicate that with the intention of consumers to buy, build relationship, and trust with good service then consumers will read, open, take advantage of email advertising from Tours and Travel in Indonesia and even consumers want to get email ads in the future.
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References
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Cabrera, M.J. (2011), “Determinants and consequences of perceived intrusiveness in pro-roll video online advertising”, pp. 1-147.
Cho, C.H., dan Cheon, H.J. (2004), “Why do people avoid advertising on the internet?”,Journal of Advertising, Vol. 53 No. 4, pp. 89-97.
Dickinger, A. dan Kleijnen, M. (2008), Coupons going wireless: Determinants of consumer intentions to redeem mobile coupons, Journal of Interactive Marketing, Vol. 22 No. 3, pp. 23-29.
Edwards, S.M, Li, H dan Lee, J.H. 2013, Forced Exposure and Psychological Reactance: Antecedents and Consequences of the oerceived Intrusiveness of Pop-Up Ads, Journal of Advertising, Vol. 31 pp. 83-95.
Hernandez, M.D., Chapa, S., Minor, M.S., Maldonado, C. dan Barranzuela, F. (2004), “Hispanic Attitudes Toward Advergames: a proposed model of their antecedents”, Journal of Interactive Advertising, Vol 5 No.1, pp. 74-83.
John E, Lola M C, 1998, Adding Value in the Information Age: Uses and Gratifications of sites on the World Wide Web, Vol. 41 pp. 187-194.
Krishnamurthy, S. (2001), “A Comprehensive analysis of permission marketing”, Journal of Compter-Mediated Communication, Vol. 6 No. 2, pp. 1-20.
Li, H., Edwards, S.M. dan Lee, J.H. (2002), “Measuring the Intrusiveness of Advertisement Scale Development and Validation”, Journal of Advertising, Vol 31 No. 2, pp. 37-47.
MacKenzie, S.B., Lutz, R.J. dan Belch, G.E. (1986). “Attitude toward the ad as a mediator of advertising effectiveness: a test of competing explanations”, Journal of Marketing Research, Vol. 23 No. 2, pp. 130-143.
Martin, B.A.S., Durne, J.V., Raulas, M. and Merisavo, M. (2003) , ”Email advertising: exploratory insights from Finland”, Journal of Advertising Research, Vol. 43 No. 3, pp. 293-300.
Milne, G. dan Gordon, M.E. (1993), “Direct mail privacy-efficiency trade-offs within an implied social contact framework”, Journal of Public and Marketing, Vol 12 No.2, pp. 206-216.
Morimoto, M. and Chang, S. (2006), “ Consumers’ attitudes toward unsolicited commercial e-mail and postal direct mail marketing methods: intrusiveness, perceived loss of control, and irritation”, Journal of Interactive Advertising, Vol. 7 No. 1, pp. 8-20.
Rowley J, 2001, Remodeling marketing communications in an Internet environment, Internet Research, Vol. 11 No. 3, pp. 203-212.
Septianita, W., Agus, W.W. dan Arif, A. (2014), “Effect System Quality, Information Quality, Service Quality of Rail Ticketing System (RTS) to User Satisfaction”, Vol. 1 No. 1, pp. 53-56.
Schlosser, A.E., Shavitt, S. dan Kanfer, A. 1999, “A Survey of internet users’ attitudes toward internet advertising”, Journal of Interactive Marketing, Vol. 13 No. 3, pp. 34- 54.
Tezinde, T., Smith, B. dan Murphy, J. 2002, “Getting permission: exploring factors affecting permission marketing”, Journal of Interactive Marketing, Vol. 16 No. 4, pp. 28-36.
Zia ul Haq, 2009, E-mail advertising: A study of consumer attitude toward e-mail advertising among Indian users, Vol. 8 pp. 207-223.
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http://ecomputernotes.com/mis/what-is-mis/quality-of-information http://www.radicati.com/wp/wp-content/uploads/2015/02/Email-Statistics-Report-2015-2019-Executive-Summary.pdf (diunduh pada 8 Maret 2017)
https://www.statista.com/statistics/499694/forecast-of-online-travel-sales-worldwide/ (diunduh pada 10 Maret 2017)
https://www.panorama-tours.com/ (diakses pada 10 Maret 2017)
Published
2018-03-01
Section
Bidang Manajemen (M)
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