THE INFLUENCE OF HEDONIC VALUE AND UTILITARIAN VALUE ON BRAND TRUST AND LOYALTY

Authors

  • Gusti Noorlitaria Achmad Mulawarman University, Indonesia
  • Syarifah Hudayah Mulawarman University, Indonesia
  • Zainal Ilmi Mulawarman University, Indonesia

DOI:

https://doi.org/10.29040/ijebar.v4i03.1287

Abstract

This study aims to examine and analyze the influence of Hedonic Value and Utilitarian Value on Brand Trust and loyalty on shoe products. This research will be conducted by distributing questionnaires to 100 respondents who use shoe products. The analysis technique used is quantitative analysis techniques with path analysis methods. The results of this study indicate that the hedonic value has a significant positive effect on brand trust. Utilitarian values do not have a significant influence on brand trust. Brand trust has a significant positive effect on Loyalty.

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Published

2020-09-23

How to Cite

Achmad, G. N., Hudayah, S., & Ilmi, Z. (2020). THE INFLUENCE OF HEDONIC VALUE AND UTILITARIAN VALUE ON BRAND TRUST AND LOYALTY. International Journal of Economics, Business and Accounting Research (IJEBAR), 4(03). https://doi.org/10.29040/ijebar.v4i03.1287

Issue

Vol. 4 No. 03 (2020): IJEBAR, VOL. 04 ISSUE 03, SEPTEMBER 2020

Section

Articles

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