The Influence of Social Media, Service Quality and Food Quality on Buying Interest that is Mediated in Brand Awareness

Authors

  • Belinda Master of Management Study Program, Faculty of Economics and Business, Sam Ratulangi University, Manado, Indonesia
  • Paulus Kindangen Master of Management Study Program, Faculty of Economics and Business, Sam Ratulangi University, Manado, Indonesia
  • Greis M. Sendow Master of Management Study Program, Faculty of Economics and Business, Sam Ratulangi University, Manado, Indonesia

Keywords:

Social Media, Service Quality, Food Quality, Purchase Intention, Brand Awareness

Abstract

This research was conducted with the aim of examining the direct effect of Social Media, Service Quality, and Food Quality on Purchase Intentions and to test the indirect effect of Social Media, Service Quality, and Food Quality on Purchase Intentions mediated by Brand Awareness. This study uses path analysis and a sample of 99 respondents and uses SPSS version 22. The results show that: (1) Social Media has a significant effect on brand awareness, (2) Service Quality has a positive and significant effect on brand awareness, ( 3) Food Quality has a significant effect on Brand Awareness, (4) Social Media has a significant effect on Purchase Intention.

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Published

2023-01-12

How to Cite

Belinda, Kindangen, P. ., & Sendow, G. M. . (2023). The Influence of Social Media, Service Quality and Food Quality on Buying Interest that is Mediated in Brand Awareness . World of Science: Journal on Modern Research Methodologies, 2(1), 12–23. Retrieved from https://journal.univerpublishing.org/index.php/woscience/article/view/122

Issue

Vol. 2 No. 1 (2023): World of Science: Journal on Modern Research Methodologies

Section

Articles