The Effect of Flow Factor on Brand Attitude and Purchase Intention in Mobile Legend: Bang-Bang

Anandya, Dudi and Darsono, Brilliant Prabowo Agung and Indarini, Indarini (2023) The Effect of Flow Factor on Brand Attitude and Purchase Intention in Mobile Legend: Bang-Bang. Journal of Entrepreneurship & Business (JEB), 4 (3). pp. 159-166. ISSN 2721-706X

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Abstract

Purpose: This research aims to analyze the influence of flow antecedents, which can elicit brand attitudes and purchase intentions. Method: By design, this research is included in causal research, which aims to examine causal relationships between variables. The scale used is an interval of 7 points. The target population is active mobile legends: Bang-bang players who play at least two games daily. The player must have purchased at least two items in the last six months and be 17 years old. Purchase decisions must be made with the player's considerations. The number of samples collected was 300 respondents. The sampling technique used is non-probability sampling with a purposive sampling method. The analysis technique used is structural equation modeling with two stages. The analysis technique used is structural equation modeling with two stages. Hypothesis testing uses a t-test with an alpha of 10%. Result: Only skills that do not contribute to the formation of flow. This result is in line with previous research, so the role of skill as an antecedent need to be studied further. Flow has been shown to shape brand attitudes and purchase intentions.

Item Type:	Article
Uncontrolled Keywords:	Skill, Flow, Brand Attitude, Purchase Intention
Subjects:	H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Faculty of Business and Economic > Department of Management
Depositing User:	Indarini 3127
Date Deposited:	05 Jun 2024 01:37
Last Modified:	15 Jul 2024 09:04
URI:	http://repository.ubaya.ac.id/id/eprint/46478

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