EVALUASI PEMANFAATAN MOBILE MARKETING BERBASIS ANDROID DENGAN MENGGUNAKAN METODE BUYER BLACKBOX PADA PERUSAHAAN RETAIL DI JAKARTA

Abstract

The increasing use of smartphones in the world causes mobile marketing to be one of the most considered marketing methods. Indonesia is one of the countries with a large number of mobile device users. This has resulted in increasingly frequent access to mobile content which ultimately has greater potential to innovate in mobile marketing. Based on these conditions, we are very interested in conducting research with the theme of mobile marketing with the aim and our long-term goal is to be able to add to our scientific insights in the field of digital marketing or commonly referred to as e-commerce. While our specific target is to help business people to easily understand and use mobile marketing in their marketing strategies. In this study we will use the black box method with tools such as questionnaires and interviews. The purpose of using this questionnaire and interview is to survey smartphone users and business people so that we can find out whether the mobile marketing that has been used in the business contributes to the company's income. Then we give a limit to the success of the results of the questionnaire. So that we get evaluation results that can be used as material for comparison and learning for business people in particular and for us in general.