AkMen JURNAL ILMIAH
Vol 18 No 1 (2021): AkMen JURNAL ILMIAH

PENGARUH VIDEO ADVERTISING DAN SOSIAL MEDIA KONTEN MELALUI BRAND AWARENESS TERHADAP MINAT BELI PADA APLIKASI GOFOOD DI KOTA MAKASSAR

Mashur Razak (Unknown)
Muhammad Hidayat (STIE Nobel Indonesia Makassar)
Muhammad Hdayatullah Rahman (STIE Nobel Indonesia Makassar)



Article Info

Publish Date
15 Apr 2021

Abstract

The purpose of this study is to analyze the direct and indirect effects of video advertising and social media content through brand awareness toward purchase interest in the GoFood application in Makassar City. In this study, the researchers used descriptive study with a quantitative approach. The population in this study were 95 users of the GoFood application in Makassar City, determining the sample based on the Hair formula where the sample size was 5-10 times the number of indicators. This study used 19 indicators at times 5 so that the number of samples becomes 95. The sampling technique used random sampling with a purposive sampling approach. The data analysis technique in this study was Partial Least Square using the Smart PLS application. The results of this study indicate that (1) Video advertising has an effect toward purchase intention (2) Social media content has no effect toward purchase intention (3) Video advertising through brand awareness has an effect toward purchase interest (4) Social media content through brand awareness has an effect toward purchase interest (5) Brand awareness affects purchase interest in the GoFood application in Makassar City.

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Journal Info

Abbrev

akmen

Publisher

Subject

Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Other

Description

Jurnal AkMen adalah jurnal berkala yang diterbitkan oleh Lembaga Penelitian dan Publikasi Nobel Indonesia. Jurnal AkMen memuat artikel dalam bidang Akuntansi (yang meliputi Akuntansi Keuangan, Akuntansi Manajemen, Akuntansi Perpajakan, Akuntasi Syariah, Auditing dan Akuntansi sektor publik) dan ...