Electronic Theses and Dissertation

Penelitian ini bertujuan untuk menganalisis pengaruh online advertising ter-hadap purchase intention yang dimediasi oleh flow experience dan advertising val-ue pada smartphone Samsung di Kota Banda Aceh. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 180 responden yang pernah melihat iklan online Samsung dalam enam bulan terakhir dan merupakan pengguna smartphone Samsung. Teknik pengambilan sampel menggunakan non-probability sampling, sedangkan analisis data dilakukan dengan metode Structural Equation Modeling (SEM) berbasis Partial Least Squares (PLS). Hasil penelitian menunjuk-kan bahwa online advertising berpengaruh positif dan signifikan terhadap purchase intention, flow experience, dan advertising value. Selain itu, flow experience dan advertising value juga berpengaruh positif dan signifikan terhadap purchase inten-tion. Hasil pengujian mediasi menunjukkan bahwa flow experience dan advertising value mampu memediasi pengaruh online advertising terhadap purchase intention secara signifikan. Temuan ini mengindikasikan bahwa efektivitas iklan online tidak hanya ditentukan oleh kualitas penyampaian informasi, tetapi juga oleh kemampuan iklan dalam menciptakan pengalaman yang menarik serta memberikan nilai yang dirasakan konsumen.
Kata Kunci: Online Advertising, Purchase Intention, Flow Experience, Advertis-ing Value, Smartphone Samsung.

This study aims to analyze the effect of online advertising on purchase inten-tion mediated by flow experience and advertising value among Samsung smartphone consumers in Banda Aceh. This research employed a quantitative ap-proach using a survey method involving 180 respondents who had viewed Samsung online advertisements within the last six months and were Samsung smartphone users. The sampling technique used was non-probability sampling, and the data were analyzed using Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) approach.The results indicate that online advertising has a positive and significant effect on purchase intention, flow experience, and advertising value. Furthermore, flow experience and advertising value also have positive and signifi-cant effects on purchase intention. The mediation analysis reveals that both flow experience and advertising value significantly mediate the relationship between online advertising and purchase intention. These findings suggest that the effective-ness of online advertising is determined not only by the quality of information pro-vided but also by its ability to create engaging experiences and deliver perceived value to consumers. Keywords: Online Advertising, Purchase Intention, Flow Experience, Advertising Value, Samsung Smartphone.