The influences of smartphone advertising on students� purchase intention
Also available in printed version
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| Format: | Bachelor thesis |
| Language: | English |
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Universiti Teknologi Malaysia
2025
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| Online Access: | https://utmik.utm.my/handle/123456789/42279 |
| Abstract | Abstract here |
| _version_ | 1854975098089373696 |
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| author | Ili AyuniSahbudin@Sahabudin |
| author2 | Ahmad Sharifuddin Shamsuddin, supervisor |
| author_facet | Ahmad Sharifuddin Shamsuddin, supervisor Ili AyuniSahbudin@Sahabudin |
| author_sort | Ili AyuniSahbudin@Sahabudin |
| description | Also available in printed version |
| format | Bachelor thesis |
| id | utm-123456789-42279 |
| institution | Universiti Teknologi Malaysia |
| language | English |
| publishDate | 2025 |
| publisher | Universiti Teknologi Malaysia |
| record_format | dspace |
| record_pdf | Abstract |
| spelling | utm-123456789-422792025-08-21T08:56:41Z The influences of smartphone advertising on students� purchase intention Ili AyuniSahbudin@Sahabudin Ahmad Sharifuddin Shamsuddin, supervisor Business Also available in printed version As the telecommunications infrastructure expands, the resulting rise in mobile coverage has led to an increase in smartphone use. It also led to the fast growth in smartphone advertising. The purpose of this research is to identify the characteristics of smartphone advertising message contents that affecting consumer�s purchase intention towards smartphone advertising at the University of Technology Malaysia (UTM). This study has been mainly adopted from models advertising value and advertising on the web developed by Ducoffe (1996). This research will focus on the characteristics of smartphone advertising message content which are entertainment, informativeness, irritation, and personalization. A total number of 140 survey questionnaires will be collected from Marketing�s students in UTM. The outcome of this study attempts to help marketers or advertisers to explore information and experiences about the relationship between the purchasing intention of the customer and smartphone advertisement. This research will form an evaluation to know which characteristics of message contents affecting smartphone advertising, and approaches that analysed the consumer�s purchase intention towards smartphone advertising, and also which advertising value is the most influences the students� purchase intention. By using the convenience sampling method, the online question was distributed by using the Google Form link. The data analysis techniques that will be used in this research are descriptive analysis, path coefficient analysis, and beta coefficient analysis. The data was analysed using SmartPLS (v.3.3.2) and Statistical Package for Social Science (SPSS) version 25.0 software. fahmimoksen UTM 63 p. Project paper (Sarjana Muda Pengurusan (Pemasaran)) - Universiti Teknologi Malaysia, 2021 2025-03-11T03:30:53Z 2025-03-11T03:30:53Z 2021 Bachelor thesis https://utmik.utm.my/handle/123456789/42279 vital:145106 valet-20220117-08386 ENG Closed Access UTM Complete Unpublished Completion application/pdf Universiti Teknologi Malaysia |
| spellingShingle | Business Ili AyuniSahbudin@Sahabudin The influences of smartphone advertising on students� purchase intention |
| thesis_level | Other |
| title | The influences of smartphone advertising on students� purchase intention |
| title_full | The influences of smartphone advertising on students� purchase intention |
| title_fullStr | The influences of smartphone advertising on students� purchase intention |
| title_full_unstemmed | The influences of smartphone advertising on students� purchase intention |
| title_short | The influences of smartphone advertising on students� purchase intention |
| title_sort | influences of smartphone advertising on students� purchase intention |
| topic | Business |
| url | https://utmik.utm.my/handle/123456789/42279 |
| work_keys_str_mv | AT iliayunisahbudinsahabudin theinfluencesofsmartphoneadvertisingonstudentspurchaseintention AT iliayunisahbudinsahabudin influencesofsmartphoneadvertisingonstudentspurchaseintention |