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

Abstrak

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.

Kata Kunci