Success Factors Influencing Consumers’ Willingness to Purchase Brand Advertised Through Mobile Phone in Indonesia

Mobile advertising revenue in Indonesia quadrupled from US$ 6 million in 2013 to US$ 24 million in 2018. However, with this large advertising expenditure, is it effective in influencing consumer purchasing power. Therefore, this study will examine the success factors influencing consumers' willingness to purchase brand advertised through mobile phone in Indonesia. This study uses quantitative data analysis methods. Data is collected through questionnaires distributed using Google Form. There were 100 respondents who had filled out the questionnaire. Based on the analysis of research questionnaires, the results show that there are two variables that influence purchasing through mobile advertising in Indonesia. They are attitude towards mobile advertising and social influence.