Journal of Artificial Intelligence and Digital Business
Vol. 4 No. 2 (2025): Mei - Juli

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

Angraini, Rezki (Unknown)
Musafir, Musafir (Unknown)
Arifin, Arifin (Unknown)

Article Info

Publish Date
26 May 2025

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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Journal Info
Journal of Artificial Intelligence and Digital Business
Website

Abbrev

RIGGS

Publisher

Universitas Pahlawan Tuanku Tambusai

Subject

Computer Science & IT Economics, Econometrics & Finance Electrical & Electronics Engineering Engineering

Description

Journal of Artificial Intelligence and Digital Business (RIGGS) is published by the Department of Digital Business, Universitas Pahlawan Tuanku Tambusai in helping academics, researchers, and practitioners to disseminate their research results. RIGGS is a blind peer-reviewed journal dedicated to ...