Abstract:

Takaya, Rowlan, and Ramli, Abdul Haeba, Trisakti University, February 2019 “The influences of advertisement value and context awareness value on purchase intention through brand attitude and advertising attitude on smartphone advertising”. The problem of this research was that the fast growing number user of smartphone in Indonesia and the duration of use smartphone in daily are getting longer made the advertising industry is shifting to digital mobile advertising. Advertise in smartphone have better advantage than traditional channel, advertiser can utilize the smartphone features like GPS, application, browser, camera, speaker, and Bluetooth. So advertiser can deliver more personalize advertisement to their target segment. Therefore advertisers are challenged to be more effective when delivering the advertisement to get better acceptance of message by customer and generate purchase intention. The objective of this research was to analyze the influences of advertise...