Consumer's response to e-mail advertisement from tour and travel agency in Indonesia

Halim, Jonathan Kurniawan and Margaretha, Silvia and Rahardja, Christina (2018) Consumer's response to e-mail advertisement from tour and travel agency in Indonesia. In: Proceeding 15th International Symposium on Management (INSYMA 2018). Advances in Social Science, Education and Humanities Research . Atlantis Press, pp. 162-165. ISBN 978-94-6252-475-0

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Official URL / DOI: https://www.atlantis-press.com/proceedings/insyma-...

Abstract

This study aims to determine and analyze consumer response to email advertising from online tour and travel agency in Indonesia. This study used purposive sampling approach with an assessment of the researchers who can be made respondents in accordance with the characteristics of the population. The characteristics of the population were consumers who bought and used online tour and travel agency twice in the past year, lived in Indonesia, and the minimum of level education was a bachelor. The number of respondents in this study was up to 125 people. The analysis in this study used a model of SEM (Structural Equation Modeling). The result of this study indicated that with the intention of consumers to buy, build a relationship, and trust with good service then consumers will read, open, take advantage of email advertising from tour and travel agencies in Indonesia and even be willing to receive email ads in the future.

Item Type: Book Section
Uncontrolled Keywords: entertainment, financial rewards, consumer's response, perceived intrusiveness
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Business and Economic > Department of Management
Depositing User: Ester Sri W. 196039
Date Deposited: 03 Jul 2019 02:22
Last Modified: 13 Apr 2021 14:47
URI: http://repository.ubaya.ac.id/id/eprint/34952

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