ANALYSIS OF MOBILE ADVERTISING EFFECT ON PURCHASE INTENTION WITH BRAND IMAGE AS THE INTERVENING VARIABLES (CASE STUDY: TELKOMSEL MOBILE COUPON)

Abstract

This research was conducted with the aim to know and analyze the effect of mobile advertising to purchase intention with brand image as the intervening variable (Case Study: Telkomsel Mobile Coupon). The type of research used in this research is descriptive quantitative research method with causality research approach. This study is intended to build a real depiction of a phenomenon that is in the research context. The population in this study is all Starbucks consumers in DKI Jakarta area. The sample used is Jakarta Starbucks customer of 180 people. The results showed that Mobile Advertising (M-Coupon) directly has positive affect on the Brand Image. Mobile Advertising (M-Coupon) directly affects positively on Purchase Intention. Brand Image directly positively affects Purchase Intention. Brand Image can mediate the influence between Mobile Advertising (M-Coupon) and Purchase Intention. Mobile Advertising (M-Coupon) and Brand Image mutually influence positively on Purchase Intention.