Kartikawati, Adiningrum (2025) THE INFLUENCE OF COPYWRITING AND BRAND AMBASSADOR AT INSTAGRAM @KOPIKENANGAN.ID ON PURCHASING DECISION WITH BRAND AWARENESS AS A MODERATING VARIABLE. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This research aims to analyze the influence of copywriting and brand ambassadors on the Instagram account @kopikenangan.id on purchasing decisions with brand awareness as a moderating variable. The research was conducted at Kedai Kopi Kenangan Tunjungan Plaza Surabaya using qualitative methods. The sample consisted of 50 respondents who met the criteria, namely consumers aged at least 17 years, who had purchased at least one product at Kedai Kopi Kenangan Tunjungan Plaza in the last six months, and who followed the official Kopi Kenangan Instagram account. Data collection was conducted through questionnaires and analyzed using the Structural Equation Modeling-Partial Least Square (SEM-PLS) method. The results showed that copywriting had a significant effect on purchasing decisions, while the brand ambassador did not have a significant effect on purchasing decisions. In addition, brand awareness has been shown to negatively moderate copywriting and positively moderate brand ambassador effects on purchasing decisions. These findings emphasize the importance of appropriate marketing communication strategies through social media, particularly in the use of engaging copywriting and the selection of suitable brand ambassadors to enhance consumer buying decision. The results of this study can serve as input for the management of Kopi Kenangan in developing more effective marketing strategies to improve competitiveness and customer loyalty.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | S Agriculture > S Agriculture (General) | ||||||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | Adiningrum Kartikawati | ||||||||||||
| Date Deposited: | 28 Jul 2025 08:16 | ||||||||||||
| Last Modified: | 28 Jul 2025 08:16 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/40999 |
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