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

DOI

10.2991/insyma-18.2018.40How to use a DOI?

Keywords

entertainment, financial rewards, consumer's response, perceived intrusiveness

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.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Jonathan Kurniawan Halim
AU  - Silvia Margaretha
AU  - Christina Rahardja Honantha
PY  - 2018/03
DA  - 2018/03
TI  - Consumer's response to e-mail advertisement from tour and travel agency in Indonesia
BT  - Proceedings of the 15th International Symposium on Management (INSYMA 2018)
PB  - Atlantis Press
SP  - 162
EP  - 165
SN  - 2352-5398
UR  - https://doi.org/10.2991/insyma-18.2018.40
DO  - 10.2991/insyma-18.2018.40
ID  - KurniawanHalim2018/03
ER  -