PENGARUH KREDIBILITAS, INFORMATIF, DAN EMPATI SMS ADVERTISING TERHADAP INTENSI PEMBELIAN KONSUMEN DI JAKARTA
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Abstract
ABSTRAK
Penelitian ini bertujuan untuk mengetahui pengaruh kredibilitas, infomatif dan empati dalam menerima SMS advertising terhadap intensitas pembelian konsumen. Tehnik pemilihan sampel menggunakan purposive sampling sebanyak 93 responden yang tersebar di wilayah Jakarta. Selanjutnya data akan diolah menggunakan PLS (Partial Least Square). Hasil dari penelitian menyatakan bahwa variabel kredibilitas iklan SMS berpengaruh terhadap intensitas pembelian, variabel informatif iklan SMS berpengaruh terhadap intensitas pembelian, variable empati iklan SMS berpengaruh terhadap intensitas pembelian, dan semua variabel independen (kredibilitas, informastif, dan empati) iklan SMS berpengaruh secara simultan terhadap intensitas pembelian konsumen.
Kata kunci: kredibilitas, infomatif, empati, intensitas pembelian, PLS
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