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Gede Dimas Harikusuma
University of Mataram
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Other

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PENGARUH HEDONIC DAN UTILITARIAN MOTIVE TERHADAP BRAND TRUST McDONALD’s MELALUI BRAND SATISFACTION Gede Dimas Harikusuma; Lalu M. Furkan; Emilia Septiani
Distribusi - Journal of Management and Business Vol. 10 No. 2 (2022): Distribusi, September 2022
Publisher : Fakultas Ekonomi dan Bisnis Universitas Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29303/distribusi.v10i2.271

Abstract

This study aims to determine the effect of hedonic and utilitarian motives on brand trust mediated by their satisfaction with McDonald's brand products. This research was conducted by distributing 100 questionnaires to respondents who had consumed McDonald's products. The analytical technique used is quantitative analysis technique with path analysis method using SEM AMOS. In this study, it was found that there was a positive and significant effect of hedonic and utilitarian motives on McDonald's brand trust through satisfaction with the brand.
Co-Authors Lalu M. Furkan Septiani, Emilia