International Journal of Economics, Business and Accounting Research (IJEBAR)
Vol 4, No 03 (2020): IJEBAR, VOL. 04 ISSUE 03, SEPTEMBER 2020

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

Achmad, Gusti Noorlitaria (Unknown)
Hudayah, Syarifah (Unknown)
Ilmi, Zainal (Unknown)

Article Info

Publish Date
23 Sep 2020

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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Journal Info
International Journal of Economics, Business and Accounting Research (IJEBAR)
Website

Abbrev

IJEBAR

Publisher

STIE AAS Surakarta

Subject

Economics, Econometrics & Finance

Description

International Journal of Economics, Business, and Accounting Research (IJEBAR) is a peer-reviewed, open access international scientific journal dedicated for rapid publication of high-quality original research articles as well as review articles in all areas of Economics, Business and Accounting. ...