Electronic Theses and Dissertation

Penelitian ini bertujuan untuk mengukur pengaruh brand image dan brand personality terhadap purchase intention yang dimediasi oleh flow pada pengguna smartphone apple di universitas syiah kuala. sampel yang digunakan dalam penelitian ini adalah mahasiswa pengguna smartphone apple di universitas syiah kuala dalam 12 fakultas yang berjumlah 200 responden. teknik pengambilan sampel yang digunakan adalah non probability sampling dengan jenis penarikan yang diterapkan adalah purposive sampling. structural equation modelling (sem) digunakan sebagai metode analisis untuk mengetahui pengaruh antar variable-variabel yang terlibat dengan menggunakan amos. hasil penelitian menemukan bahwa brand image dan brand personality secara signifikan mempengaruhi purchase intention pengguna smartphone apple di universitas syiah kuala. hasil penelitian juga menemukan pengaruh yang signifikan antara brand image dan brand personality terhadap flow sehingga flow mampu memediasi pengaruh brand image dan brand personality terhadap purchase intention pengguna smartphone apple di universitas syiah kuala. kata kunci: brand image, brand personality, purchase intention, flow

This study aims to measure the effect of Brand Image and Brand Personality on Purchase Intention mediated by Flow on Apple smartphone users at Syiah Kuala University. The sample used in this study were students who used Apple smartphones at Syiah Kuala University in 12 faculties totaling 200 respondents. The sampling technique used is non probability sampling with the type of withdrawal applied is purposive sampling. Structural Equation Modeling (SEM) is used as an analysis method to determine the influence between the variables involved using AMOS. The results found that Brand Image and Brand Personality significantly influence Purchase Intention of Apple smartphone users at Syiah Kuala University. The results also found a significant influence between Brand Image and Brand Personality on Flow so that Flow is able to mediate the influence of Brand Image and Brand Personality on Purchase Intention of Apple smartphone users at Syiah Kuala University. Keyword: Brand Image, Brand Personality, Purchase Intention, Flow