Pengaruh Copywriting terhadap Minat Beli Konsumen Food and Beverage dimediasi Brand Awareness pada Pengguna Instagram di Kediri
| Autor: | Ernik Anisa Mayasari, Yudiarto Perdana Putra, nindi vaulia puspita |
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| Jazyk: | indonéština |
| Rok vydání: | 2023 |
| Předmět: | |
| Zdroj: | Accounting and Management Journal, Vol 7, Iss 2 (2023) |
| Druh dokumentu: | article |
| ISSN: | 2579-9606 2579-9614 |
| DOI: | 10.33086/amj.v7i2.4959 |
| Popis: | This study aims to determine the effect of copywriting on consumer buying interest, food and beverage mediated by brand awareness in Instagram users in Kediri. The influence you want to know is both direct and indirect. This type of research is explanatory research that explains the position between hypothesized variables. This study used a sample of 96 respondents. Sampling using purposive sampling techniques with the characteristics of active Instagram users and followers of Instagram accounts related to food and beverage. The data collection technique used in this study is by using questionnaires distributed through google forms, while data analysis uses the path analysis method with the help of SmartPLS analysis tools. The results of this test can be concluded that copywriting (X) has a significant influence on brand awareness (Z). Brand awareness (Z) also has a significant influence on buying interest (Y). While copywriting (X) has an insignificant influence on buying interest (Y). The test results also show that copywriting (X) has an indirect influence on buying interest (Y) mediated by brand awareness (Z). |
| Databáze: | Directory of Open Access Journals |
| Externí odkaz: |
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