Pengaruh Technology Readiness Index Pada Pengguna Telepon Seluler Terhadap Kemauan Untuk Mendaftar Berlangganan SMS Iklan

TL;DRAbstract

The cell phone is part of the development of wireless technology that provides voice-based communication facilities as well as the text-based namely Short Message Service (SMS). SMS has been widely used by service companies as an alternative medium for the promotion or advertising. The large number of cell phone owners in Indonesia is a big market for services companies as the target market for advertising. Although some cell phone users are willing to receive ads through SMS, but some other cell phone users feel disturbed. This research was conducted to determine the influence of Technology Readiness Index (Parasuraman, 2000) on the willingness of cell phone users to sign up for subscription to SMS advertising. Technology Readiness Index is a parameter of a person receiving either positively or negatively to the technology and classify them into four dimensions of optimism, innovativeness, discomfort, and insecurity. Logistic regression analysis used to determine the effect on the Tec

Chat with Paper

AI Agents for this Paper