Dinasti International Journal of Management Science
Vol. 4 No. 3 (2023): Dinasti International Journal of Management Science (January - February 2023)

Measuring the Impact of Hedonic Motivation, Smart Shopper Perception, Location-Based Coupon Attitude on Intention of Use Location-Based Coupon

Anneu Suryani (Universitas Pendidikan Indonesia, Bandung, Indonesia)
Agus Rahayu (Universitas Pendidikan Indonesia, Bandung, Indonesia)
Puspo Dewi Dirgantari (Universitas Pendidikan Indonesia, Bandung, Indonesia)

Article Info

Publish Date
20 Jan 2023

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.

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Journal Info
Dinasti International Journal of Management Science
Website

Abbrev

DIJMS

Publisher

Dinasti Publisher

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Other

Description

This research was carried out on Build Operate Transfer investment in Business cooperation model to metering system development project by examinated those criterias by technology preparedness level (TKT) evaluation method, Innovation preparedness level and political, social economic, technology, ...