SURVEY ON CONSUMERS PERCEPTION OF MOBILE COMMERCE APPLICATIONS (A CASE STUDY OF BINUS INTERNATIONAL UNIVERSITY STUDENTS)

Abstract

Mobile Commerce Applications have attracted amount of attention in the last few years in the advanced countries whereas the developing world attempt to „leapfrog‟ by taking advantage of the explosive growth in smart phone usage. Indonesia also takes place here. Indonesia is considered as the most social mobile centric in the world. This condition leads high opportunity for every mobile commerce applications to expand in Indonesia market. The capabilities and prospect of mobile commerce applications vary across the developed and developing countries. Even, in the same countries, people are having their own preferences according to region. Mobile commerce applications company who expect to conduct a market in Indonesia particularly Jakarta need to understand the perception of consumers or smart phones users in order to attain their loyalty to the product. What the desire and need of users are, since mobile commerce application companies are keep growing and that makes a tough competition in order to survive and win Jakarta market. These are the reason why the researcher conducts this research “Survey on Consumer Perception of Mobile Commerce Applications (a Case Study of Binus International University Students)” in Binus International University which is expected to meet the objectives of this research and bring a benefit to mobile commerce applications company as basic research to always improve, expand and keep survive in Jakarta market (college students target market). The result retrieved from this research which consumers perceive convenience as the most significant factor among 5 mobile salient features (ubiquity, convenience, flexibility, localization, personalization) and the least significant factor is flexibility. This research tries to find the most perceived significant and least factors as the enhancement to create a mobile commerce application keep up to date and look for opportunities in Jakarta market.