The Effect of Copywriting and E-WOM in Instagram Ads on Gen-Z Purchase Intention Through Brand Equity

• Author(s): Rina Rahmawati
• Paper ID: 1704455
• Page: 495-500
• Published Date: 19-05-2023
• Published In: Iconic Research And Engineering Journals
• Publisher: IRE Journals
• e-ISSN: 2456-8880
• Volume/Issue: Volume 6 Issue 11 May-2023

Abstract

The purpose of this study is to analyze the effect of copywriting and e-WOM in Instagram ads on gen-Z purchase intention through brand equity. The population of this study are gen-Z followers of Coolio barber shop Instagram account. The sample size is 200 respondents. The data were collected through an online questionnaire. The data analysis method used is Structural Equation Modelling-Partial Least Square (SEM-PLS). The result of this study shows that copywriting and e-WOM have a significant effect on gen-Z’s purchase intention. Moreover, brand equity perception has a significant effect on gen-Z’s purchase intention. Furthermore, brand equity perception has the essential role as mediator of copywriting and e-WOM's effect in Instagram ads on purchase intention of gen-Z.

Keywords

Copywriting, e-WOM, Instagram Ads, Gen-Z, Brand Equity, Purchase Intention

Citations

IRE Journals:
Rina Rahmawati "The Effect of Copywriting and E-WOM in Instagram Ads on Gen-Z Purchase Intention Through Brand Equity" Iconic Research And Engineering Journals Volume 6 Issue 11 2023 Page 495-500

IEEE:
Rina Rahmawati "The Effect of Copywriting and E-WOM in Instagram Ads on Gen-Z Purchase Intention Through Brand Equity" Iconic Research And Engineering Journals, 6(11)