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All Journal AkMen JURNAL ILMIAH
Muhammad Hdayatullah Rahman
STIE Nobel Indonesia Makassar
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Other

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PENGARUH VIDEO ADVERTISING DAN SOSIAL MEDIA KONTEN MELALUI BRAND AWARENESS TERHADAP MINAT BELI PADA APLIKASI GOFOOD DI KOTA MAKASSAR Mashur Razak; Muhammad Hidayat; Muhammad Hdayatullah Rahman
AkMen JURNAL ILMIAH Vol 18 No 1 (2021): AkMen JURNAL ILMIAH
Publisher : Lembaga Penelitian dan Publikasi Nobel Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37476/akmen.v18i1.1602

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.
Co-Authors Mashur Razak Muhammad Hidayat