| Summary: | 碩士 === 國立臺灣科技大學 === 企業管理系 === 107 === Smartphone user in the world is increasing year by year. In Indonesia, more than 83.7 million people are using smartphone and internet. The increasing of internet users in Indonesia will be a good idea for a marketer to make a new marketing tool. One of them is a mobile coupon. A mobile coupon is one of the promotional media that uses the internet and mobile phones as its main media.
Indonesia has a high number of coffee consumption and a trend of living standards and a modern lifestyle of coffee consumption patterns, especially in young people. The younger generation prefer to enjoy a variety of coffee offerings in the coffee shop rather than enjoying coffee at home. EXCELSO as one of the pioneers of the Coffeeshop business in Indonesia
The increasing level of interest in mobile coupons and coffee shops in Indonesia can provide a great opportunity for the EXCELSO Company to increase sales by using mobile coupons as a promotion media. That is why this study examines the relationship between Indonesian people’s attitude, trust, subjective norm, and awareness in mobile coupon affect their purchase intention in EXCELSO by using a mobile coupon. A total of 251 valid questionnaires were collected and analysed by using IBM SPSS. The results indicated that perceived usefulness, entertainment, and redemption effort as the factors impact to the Indonesian’s attitude. The result also indicated that Indonesian people's attitude, trust, subjective norm, and awareness in mobile coupon impact their purchase intention in EXCELSO by using a mobile coupon.
|
|---|
