Peran Sikap Dalam Memediasi Hubungan Iklan Instagram Terhadap Minat Beli Konsumen Milenial

Abstract

Strategies in an effort to attract potential consumers through Instagram as a promotional medium, especially reaching millennials. The purpose of this study was to determine the role of attitude in mediating the relationship between Instagram advertising and the buying interest of millennial consumers who follow Instagram @warungkayumanisbali. The  size  of  the  sample  taken  100  respondents  by purposive sampling technique. The result of this study showed that advertising has a significant effect on consumer attitudes. Advertising has a significant effect on buying interest. Attitude has a significant effect on buying interest. In addition, consumer attitudes are able to mediate the influence of Instagram advertising on the buying interest of millennial consumers who follow Instagram @warungkayumanisbali