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All Journal Jurnal Pendidikan Matematika BAHAS Innovative Journal of Curriculum and Educational Technology MUDRA Jurnal Seni Budaya Budapest International Research and Critics in Linguistics and Education Journal (Birle Journal) Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Gesture: Jurnal Seni Tari Formosa Journal of Applied Sciences (FJAS) International Journal of Performing Arts (IJPA)
Tuti Rahayu
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Religion Arts Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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How Hedonic Value Mediated Influence of Brand Experience on Brand Equity Rahayu, Tuti; Siregar, M. Ridha; Kesuma, T. Meldi; Halim, Hendra; Ullya, Raisa
Formosa Journal of Applied Sciences Vol. 3 No. 2 (2024): Februari 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/fjas.v3i2.8251

Abstract

This research aims to assess the impact of brand experience on brand equity, with hedonic value as a mediating factor, among iPhone users in Aceh. The study utilized a sample of 200 iPhone users in Aceh, selected through purposive sampling. Structural Equation Modeling (SEM) was employed as the analytical method to examine the relationships between the variables. The findings indicate that brand experience has a significant impact on both brand equity and hedonic value, while hedonic value also significantly influences brand equity. Additionally, hedonic value was found to partially mediate the relationship between brand experience and brand equity.
Co-Authors Angga Cahya Wibawa, Angga Cahya AZMI AZMI Damayanti, Intan Halim, Hendra Heru Nurcahyo Heru Nurcahyo Joko Aryanto Kesuma, T. Meldi Maridi Maridi Maridi Maridi Meti Indrowati Muzayyinah Muzayyinah Muzayyinah Muzayyinah Purwoko Purwoko Purwoko Purwoko Russel Akbar Fauzi Setyawati Handayani Siregar, M. Ridha Sitti Rahmah Sitti Rahmah Ullya, Raisa Wiflihani Yusnizar Heniwaty Yusnizar Yusnizar Zebua, Ayu Marnila Zulkardi Zulkardi