在克迪里Instagram用户中,文案对以品牌意识为中介的食品和饮料消费者购买兴趣的影响

Erni Mayasari, Yudiarto Perdana Putra, Nindi vaulia Puspita
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引用次数: 0

摘要

本研究旨在确定文案对消费者购买兴趣的影响,食品和饮料在克迪里Instagram用户中以品牌意识为中介。您想要了解的影响既有直接影响,也有间接影响。这类研究属于解释性研究,解释假设变量之间的位置。本研究使用了 96 个受访者样本。抽样采用目的性抽样技术,具有活跃的 Instagram 用户和与食品饮料相关的 Instagram 账户关注者的特征。本研究采用的数据收集技术是通过谷歌表格发放调查问卷,数据分析采用路径分析方法,并借助 SmartPLS 分析工具。测试结果表明,文案(X)对品牌知名度(Z)有显著影响。品牌知名度(Z)对购买兴趣(Y)也有显著影响。而文案(X)对购买兴趣(Y)的影响不显著。检验结果还表明,文案(X)通过品牌意识(Z)的中介作用对购买兴趣(Y)产生间接影响。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Pengaruh Copywriting terhadap Minat Beli Konsumen Food and Beverage dimediasi Brand Awareness pada Pengguna Instagram di Kediri
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).
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