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

AKMEN Jurnal Ilmiah

View Publication Info
 
 
Field Value
 
Title PENGARUH VIDEO ADVERTISING DAN SOSIAL MEDIA KONTEN MELALUI BRAND AWARENESS TERHADAP MINAT BELI PADA APLIKASI GOFOOD DI KOTA MAKASSAR
PENGARUH VIDEO ADVERTISING DAN SOSIAL MEDIA KONTEN MELALUI BRAND AWARENESS TERHADAP MINAT BELI PADA APLIKASI GOFOOD DI KOTA MAKASSAR
 
Creator Razak, Mashur
Hidayat, Muhammad
Rahman, Muhammad Hdayatullah
 
Description 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.
Tujuan dari penelitian ini adalah untuk menganalisis pengaruh langsung dan tidak langsung dari iklan video dan konten media sosial melalui kesadaran merek terhadap minat beli pada aplikasi GoFood di Kota Makassar. Dalam penelitian ini peneliti menggunakan penelitian deskriptif dengan pendekatan kuantitatif. Populasi dalam penelitian ini adalah 95 pengguna aplikasi GoFood di Kota Makassar, penentuan sampel berdasarkan rumus Rambut dimana ukuran sampel adalah 5-10 kali jumlah indikator. Penelitian ini menggunakan 19 indikator pada waktu 5 sehingga jumlah sampel menjadi 95. Teknik pengambilan sampel menggunakan random sampling dengan pendekatan purposive sampling. Teknik analisis data dalam penelitian ini adalah Partial Least Square dengan menggunakan aplikasi Smart PLS. Hasil penelitian ini menunjukkan bahwa (1) Iklan video berpengaruh terhadap minat beli (2) Konten media sosial tidak berpengaruh terhadap niat beli (3) Iklan video melalui kesadaran merek berpengaruh terhadap minat beli (4) Konten media sosial melalui kesadaran merek berpengaruh terhadap minat beli (5) Kesadaran merek berpengaruh terhadap minat beli pada aplikasi GoFood di Kota Makassar.
 
Publisher Lembaga Penelitian dan Publikasi Nobel Indonesia
 
Date 2021-04-15
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier https://e-jurnal.stienobel-indonesia.ac.id/index.php/akmen/article/view/1602
10.37476/akmen.v18i1.1602
 
Source AkMen JURNAL ILMIAH; Vol 18 No 1 (2021): AkMen JURNAL ILMIAH; 84-97
2621-4377
1829-8524
10.37476/akmen.v18i1
 
Language eng
 
Relation https://e-jurnal.stienobel-indonesia.ac.id/index.php/akmen/article/view/1602/1036
 
Rights Copyright (c) 2021 AkMen JURNAL ILMIAH
http://creativecommons.org/licenses/by-nc-sa/4.0
 

Contact Us

The PKP Index is an initiative of the Public Knowledge Project.

For PKP Publishing Services please use the PKP|PS contact form.

For support with PKP software we encourage users to consult our wiki for documentation and search our support forums.

For any other correspondence feel free to contact us using the PKP contact form.

Find Us

Twitter

Copyright © 2015-2018 Simon Fraser University Library