Measuring the Impact of Hedonic Motivation, Smart Shopper Perception, Location-Based Coupon Attitude on Intention of Use Location-Based Coupon

Authors

  • Anneu Suryani Universitas Pendidikan Indonesia, Bandung, Indonesia
  • Agus Rahayu Universitas Pendidikan Indonesia, Bandung, Indonesia
  • Puspo Dewi Dirgantari Universitas Pendidikan Indonesia, Bandung, Indonesia

DOI:

https://doi.org/10.31933/dijms.v4i3.1610

Keywords:

Hedonic Motivation, Smart-Shopper Perception, Location-Based Coupon, Intention of Use, Attitude

Abstract

Increasing use of GPS on mobile devices, the format of direct marketing strategy is also developing, and the location-based coupon is the example of this strategy. This study aims to analyze consumer attitudes toward location-based coupons on mobile devices and their intention of use the location-based coupon for shopping. Simple random sampling is used for the sampling method, a 1 – 5 Likert scale questionnaire is used for collecting the data. The results show that hedonic motivation, and smart-shopper perception has a positive effect towards intention of use location-based coupon through location-based coupon attitudes. Even so, the impact is not big because there are several variables excluding of this study that might influence it.

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Published

2023-01-20

How to Cite

Suryani, A., Agus Rahayu, & Puspo Dewi Dirgantari. (2023). Measuring the Impact of Hedonic Motivation, Smart Shopper Perception, Location-Based Coupon Attitude on Intention of Use Location-Based Coupon. Dinasti International Journal of Management Science, 4(3), 413–419. https://doi.org/10.31933/dijms.v4i3.1610

Issue

Vol. 4 No. 3 (2023): Dinasti International Journal of Management Science (January - February 2023)

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