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

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@article{1704455,
      author = {Rina Rahmawati},
      title = {The Effect of Copywriting and E-WOM in Instagram Ads on Gen-Z Purchase Intention Through Brand Equity},
      journal = {Iconic Research And Engineering Journals},
      year = {2023},
      volume = {6},
      number = {11},
      pages = {495-500},
      issn = {2456-8880},
      url = {https://www.irejournals.com/formatedpaper/1704455.pdf},
      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},
      month = {May},
  }