Electronic Theses and Dissertation

Abstrak penelitian ini bertujuan untuk mengukur pengaruh online advertising terhadap purchase intention yang dimediasi oleh flow experience dan advertising value pada produk smartphone vivo di kota takengon. sampel yang digunakan dalam penelitian ini adalah pengguna smartphone vivo yang berjumlah 200 responden. peralatan pengumpulan data yang digunakan di dalam penelitian ini adalah kuesioner. teknik pengambilan sampel yang digunakan adalah purposive sampling. structural equation modelling (sem) digunakan sebagai metode analisis untuk mengetahui pengaruh antar variabel-variabel yang terlibat. berdasarkan hasil analisis sem mengidentifikasikan bahwa online advertising berpengaruh positif terhadap purchase intention, online advertising berpengaruh positif terhadap flow experience, online advertising berpengaruh positif terhadap advertising value, flow experience berpengaruh positif terhadap purchase intention, advertising value berpengaruh positif terhadap purchase intention, flow experience dapat memediasi hubungan antara online advertising terhadap purchase intention, dan advertising value dapat memediasi hubungan antara online advertising terhadap purchase intention. kata kunci: online advertising, purchase intention, flow experience, advertising value, structural equation modelling.

ABSTRACT This study aims to measure the effect of online advertising on purchase intention interest mediated by flow experience and advertising value on Vivo smartphone products in the city of Takengon. The sample used in this study was Vivo smartphone users, totaling 200 respondents. Data collection equipment used in this study is a questionnaire. The sampling technique used is purposive sampling. Structural Equation Modelling (SEM) is used as an analytical method to determine the effect between the variables involved. Based on the results of SEM analysis identified that online advertising has a positive effect on purchase intention, online advertising has a positive effect on flow experience, online advertising has a positive effect on advertising value, flow experience has a positive effect on purchase intention, advertising value has a positive effect on purchase intention, flow experience can mediate the relationship between online advertising and purchase intention, and advertising value can mediate the relationship bertween online advertising and purchase intention. Keywords: Online Advertising, Purchase Intention, Flow Experience, Advertising Value, Structural Equation Modelling