Perception of figurative language in copywriting and its influence on buying behavior

Abstrak

Copywriting is an important part of a marketing strategy because it can influence people's perceptions of the advertised product or service.
One of the techniques often used in copywriting is figurative language, which is the use of words that are not in accordance with their
conventional meaning to create special effects or convey messages in a more compelling way.The purpose of this research is to find out the
perceptions of Indonesian people towards figurative language in copywriting and its influence on buying behavior. Literature review shows
that using figurative language in copywriting can help increase advertising effectiveness, but it can also overcome message comprehension if
not used properly.The research method used was a survey by distributing questionnaires to 100-200 people in Indonesia aged 18 years and
over. The questionnaire will include questions about demographic information, perceptions of figurative language in copywriting, and the
influence of figurative language on buying behavior. The data obtained will be analyzed descriptively and inferentially using statistical
software. By conducting this research, it is hoped that it will provide deeper insight into the role of figurative language in copywriting and
how it influences people's perceptions and buying behavior.
Keywords: Buying behavior, Copywriting, Figurative language, Perception