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All Journal Dinasti International Journal of Management Science
Anneu Suryani
Universitas Pendidikan Indonesia, Bandung, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Other

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Measuring the Impact of Hedonic Motivation, Smart Shopper Perception, Location-Based Coupon Attitude on Intention of Use Location-Based Coupon Anneu Suryani; Agus Rahayu; Puspo Dewi Dirgantari
Dinasti International Journal of Management Science Vol 4 No 3 (2023): Dinasti International Journal of Management Science (January - February 2023)
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31933/dijms.v4i3.1610

Abstract

Increasing use of GPS on mobile devices, the format of direct marketing strategy is also developing, and the location-based coupon is the example of this strategy. This study aims to analyze consumer attitudes toward location-based coupons on mobile devices and their intention of use the location-based coupon for shopping. Simple random sampling is used for the sampling method, a 1 – 5 Likert scale questionnaire is used for collecting the data. The results show that hedonic motivation, and smart-shopper perception has a positive effect towards intention of use location-based coupon through location-based coupon attitudes. Even so, the impact is not big because there are several variables excluding of this study that might influence it.
Co-Authors Agus Rahayu Puspo Dewi Dirgantari