The impact of copywriting on consumer decisions to purchase mie gacoan products
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Abstract
This study aims to describe the impact of copywriting on consumers' purchase decisions for Mie Gacoan. The method used in this study is a quantitative description. Data collection techniques in this study used questionnaires and observations. Based on the study's results, the Mie Gacoan brand's copywriting has attracted consumers' initial attention and is informative. Although the copywriting has attracted consumers' initial attention to try Mie Gacoan products, 65.1% of the 43 respondents preferred Mie Gacoan products based on the quality of the product or the food served. Thus, it can be concluded that copywriting affects consumer interest in Mie Gacoan, but to support its impact on consumer purchasing decisions, the Mie Gacoan brand needs to be strengthened by the consistency and quality of its products.
Keywords: Copywriting; Purchasing Decision; Mie Gacoan
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