Please use this identifier to cite or link to this item: http://ir.unikl.edu.my/jspui/handle/123456789/17870
metadata.conference.dc.title: THE ATTITUDE OF MOBILE USERS ON MOBILE MARKETING : CASE STUDY ON FAST FOOD RESTAURANT AT BUKIT BINTANG
metadata.conference.dc.contributor.*: Norwani Mohd Nazari, Mohd Faiq Bin Abdul Fattah
Dr. Zalina Binti Zainuddin, Dr. Haslian Binti Yusoff
(UniKL BiS)
metadata.conference.dc.subject: Mobile Marketing
Fast Food Restaurant
Theory Reason Action
metadata.conference.dc.date.issued: 8-Feb-2018
metadata.conference.dc.description.abstract: Mobile marketing is increasing popularity despite, it is not fully utilized in fast food restaurant. The objective of the study are, firstly to examine customer attitude toward mobile marketing, secondly to assess the perceptions that influence attitude towards mobile marketing, thirdly to identify significant relationship between attitude and mobile marketing promotional tools, and forth, to evaluate the effectiveness of mobile marketing as promotional tool. The study area is in Bukit Bintang, Kuala Lumpur over sample of 384 respondents. Triangulation methodology of qualitative and quantitative methods such as survey questionnaire, field observation, telephone and face to face interview used. The finding shows, favorable attitude towards mobile marketing in the population. The factors influencing the attitude are Perceived Usefulness (PU), Perceived Ease of Use (PEU) and Mobile Phone Self-Efficacy (MSE). The underlying motives influencing actual use of mobile marketing of fast food restaurant are Speed, Functionality, Customer Friendly and Hospitality. Ranges of promotional tools have significance relationship with attitude, inducing actual use of mobile marketing of fast food restaurant and effective to achieve marketing goal such as increase sales and market growth.
metadata.conference.dc.identifier.uri: http://ir.unikl.edu.my/jspui/handle/123456789/17870
metadata.conference.dc.conference.name: ASIA International Multidisciplinary Conference
metadata.conference.dc.conference.year: 2017
Appears in Collections:Conference Papers

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