The Influence of Brand Awareness and Instagram Content Quality Toward Purchase Intention of By.U Product :Case on Instagram User At West Sumatera

Ahmad, Dzaki Al Anshori (2021) The Influence of Brand Awareness and Instagram Content Quality Toward Purchase Intention of By.U Product :Case on Instagram User At West Sumatera. Diploma thesis, Universitas Andalas.

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Abstract

The internet has become an important part of developing social interaction, especially for the business circle. According to the needs of today's internet, various providers try to emerge and make innovations for business. This study aims to provide an empirical analysis of the impact of brand awareness and Instagram content quality have on purchase intention product of by.U. This quantitative study used online questionnaire data from 131 respondents who are domiciled in West Sumatra and aged over 17 years with sampling techniques of non-probability and purposive sampling. The study using for data analysis. The results showed that content quality and brand awareness had a significant effect on purchase intention. Brand awareness role as a mediator also successfully mediate content quality and purchase intention

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