Electronic Theses and Dissertation

Penelitian ini bertujuan untuk menguji pengaruh brand personality dan brand image terhadap purchase intention pada mulia hotel kabupaten gayo lues teknik pengambilan sampel pada penelitian ini menggunakan nonprobability sampling dengan sampel 150 responden. hasil penelitian ini menunjukkan bahwa variabel brand personality berpengaruh terhadap variabel purchase intention, variabel brand image berpengaruh terhadap variabel purchase intention dan variabel brand personality dan brand image secara bersamaaan berpengaruh terhadap variabel purchase intention pada mulia hotel kabupaten gayo lues. kata kunci : brand personality, brand image dan purchase intention

This study aims to examine the effect of Brand Personality and Brand Image on Purchase Intention at Mulia Hotel, Gayo Lues Regency. The sampling technique in this study used Nonprobability Sampling with a sample of 150 respondents. The results of this study indicate that the Brand Personality variable affects the Purchase Intention variable, the Brand Image variable affects the Purchase Intention variable and the Brand Personality and Brand Image variables simultaneously affect the Purchase Intention variable at Mulia Hotel, Gayo Lues Regency. Keywords: Brand Personality, Brand Image and Purchase Intention