Pengaruh Copywriting terhadap Minat Beli Konsumen Food and Beverage dimediasi Brand Awareness pada Pengguna Instagram di Kediri
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Abstract
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).
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