Peran Brand Love Dalam Memediasi Pengaruh Brand Trust terhadap Purchase Intention pada Pengguna Iphone Di Kota Gorontalo

Rezki Angraini; Musafir Musafir; Arifin Arifin

doi:10.31004/riggs.v4i2.699

Authors

Rezki Angraini Universitas Ichsan Gorontalo
Musafir Universitas Ichsan Gorontalo
Arifin Universitas Ichsan Gorontalo

DOI:

https://doi.org/10.31004/riggs.v4i2.699

Keywords:

Brand Trust, Purchase Intention, Brand Love

Abstract

This study aims to analyze and explain the Influence of Brand Love's Role in Mediating the Influence of Brand Trust on Purchase Intention on iPhone Users in Gorontalo City. The method used in this study is a quantitative approach with descriptive presentation. Data collection used by using a survey, the number of samples in this study was 90 respondents. The analysis method used is SEM PLS 3.0. The results of the study show that. Brand Trust (X) has an indirect effect on Purchase Intention (Y) Mediating Brand Love (Z) on iPhone Products in Gorontalo City.

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