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All Journal Accounting and Management Journal
Mayasari, Ernik Anisa
Unknown Affiliation
Decision Sciences, Operations Research & Management

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Pengaruh Copywriting terhadap Minat Beli Konsumen Food and Beverage dimediasi Brand Awareness pada Pengguna Instagram di Kediri Mayasari, Ernik Anisa; Putra, Yudiarto Perdana; puspita, nindi vaulia
JURNAL AKUNTANSI DAN MANAJEMEN Vol 7 No 2 (2023): Accounting and Management Journal
Publisher : Universitas Nahdlatul Ulama Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33086/amj.v7i2.4959

Abstract

 This study aims to determine the effect of copywriting on consumer buying interest, foodand beverage mediated by brand awareness in Instagram users in Kediri. The influence you want toknow is both direct and indirect. This type of research is explanatory research that explains theposition between hypothesized variables. This study used a sample of 96 respondents. Samplingusing purposive sampling techniques with the characteristics of active Instagram users andfollowers of Instagram accounts related to food and beverage. The data collection technique used inthis study is by using questionnaires distributed through google forms, while data analysis uses thepath 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). Brandawareness (Z) also has a significant influence on buying interest (Y). While copywriting (X) has aninsignificant influence on buying interest (Y). The test results also show that copywriting (X) hasan indirect influence on buying interest (Y) mediated by brand awareness (Z).
Co-Authors Nindi Vaulia Puspita, Nindi Vaulia Yudiarto Perdana Putra, Yudiarto Perdana