This research explores Loket subscribers’ behavior and the factors that influence their behaviour

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ANALYSIS OF SUBSCRIBERS’ BEHAVIOR TOWARDS E-MAIL NEWSLETTERS: THE CASE OF LOKET INDONESIA

By

Chellsa Ayu Setiawan 11310006

BACHELOR’S DEGREE in

COMMUNICATION & PUBLIC RELATIONS BUSINESS ADMINISTRATION & HUMANITIES

SWISS GERMAN UNIVERSITY The Prominence Tower

Jalan Jalur Sutera Barat No. 15, Alam Sutera Tangerang, Banten 15143 - Indonesia

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STATEMENT BY THE AUTHOR

I hereby declare that this submission is my own work and to the best of my knowledge, it contains no material previously published or written by another person, nor material which to a substantial extent has been accepted for the award of any other degree or diploma at any educational institution, except where due acknowledgement is made in the thesis.

Chellsa Ayu Setiawan

____________________________________________

Student Date

Approved by:

Matthias Reese, MA.

____________________________________________

Thesis Advisor Date

Dr. Nila Krisnawati Hidayat, SE., MM.

____________________________________________

Dean Date

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THE CASE OF LOKET INDONESIA

ABSTRACT

ANALYSIS OF SUBSCRIBERS’ BEHAVIOR TOWARDS E-MAIL NEWSLETTERS:

By

Chellsa Ayu Setiawan Matthias Reese, MA, Advisor

SWISS GERMAN UNIVERSITY

E-mail marketing is a communication tool used for communications between a company and its customers. Loket uses e-mail marketing in form of bi-weekly newsletters to inform their customers about upcoming events. Loket is still developing their newsletter to find the best one that fits to the subscribers. Therefore, they should understand their subscribers’ behaviour first and find out the preferences of their subscribers. This research explores Loket subscribers’ behavior and the factors that influence their behaviour. In addition, Loket subscribers’ preferences regarding the newsletter are analysed. Based on the data of 169 Loket’s subscribers it can be concluded that with reference to the Theory of Planned Behavior (1) Loket subscribers’ behavior is influenced by intention and (2) perceived behavioural control and intention is influenced by attitude, subjective norm, and perceived behavioural control. It is recommended to consider content, sender, subject line, design, and frequency of the newsletter to improve it.

Keywords: E-mail marketing, E-mail newsletter, Loket, Behavior, Intention, Attitude, Subjective norm, Perceived behavioral control, Preferences.

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DEDICATION

I dedicate this works for Loket to create better newsletter that fits to their customer.

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ACKNOWLEDGEMENTS

This thesis might not have completed without the following people. I would like to express my gratitude for these people who have helped me, supported me, and prayed for me during this research.

To God, without your grace and blessing, I might not be here today and finished this research.

To my mom and dad, for their endless love, support, and prayer especially during my study in Swiss German University.

To Mr. Matthias Reese, thank you for your guidance and advice during the completion of this research. Thank you for your time and effort to help and teach me about SPSS.

To Mrs. Loina L.K. Perangin-angin and Mrs. Deborah Simorangkir, thank you for your input for my research.

To CommPR 2013, thank you for all laughs, tears, and everything that we had in this four years.

To my care group at GII BSD, thank you for your prayers and encouragements.

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TABLE OF CONTENTS

STATEMENT BY THE AUTHOR ... 2

ABSTRACT ... 3

DEDICATION ... 5

ACKNOWLEDGEMENTS ... 6

TABLE OF CONTENTS ... 7

LIST OF FIGURES ... 9

LIST OF TABLES ... 10

CHAPTER 1 – INTRODUCTION ... 11

1.1. Background ... 11

1.2. Loket ... 14

1.3. Research Problems ... 15

1.4. Research Purpose and Objectives ... 16

1.5. Significance of Study ... 16

1.6. Research Questions and Hypothesis ... 16

1.7. Scope and Limitation ... 17

CHAPTER 2 – LITERATURE BACKGROUND ... 18

2.1. Theory of Planned Behavior ... 18

2.2. Loket ... 20

2.3. Digital Marketing ... 20

2.4. E-mail Marketing ... 24

2.5. Previous Research ... 29

2.6. Research Model ... 35

2.7. Theoretical Hypotheses ... 35

CHAPTER 3 – METHODOLOGY ... 37

3.1. Type of Study ... 38

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3.4. Data Collection Techniques ... 40

3.5. Question Design ... 41

3.6. Data Analysis ... 43

CHAPTER 4 – RESULT AND DISCUSSION ... 47

4.1. Loket Newsletter ... 47

4.2. Research Results ... 49

CHAPTER 5 – CONCLUSIONS AND RECCOMENDATIONS ... 68

5.1. Conclusion ... 68

5.2. Recommendations ... 69

REFERENCES ... 70

APPENDICES ... 74

CURRICULUM VITAE ... 130