Formosa Journal of Applied Sciences (FJAS)
Vol. 3 No. 2 (2024): Februari 2024

How Hedonic Value Mediated Influence of Brand Experience on Brand Equity

Rahayu, Tuti (Unknown)
Siregar, M. Ridha (Unknown)
Kesuma, T. Meldi (Unknown)
Halim, Hendra (Unknown)
Ullya, Raisa (Unknown)

Article Info

Publish Date
29 Feb 2024

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.

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Journal Info
Formosa Journal of Applied Sciences (FJAS)
Website

Abbrev

fjas

Publisher

PT FORMOSA CENDEKIA GLOBAL

Subject

Control & Systems Engineering Decision Sciences, Operations Research & Management Education Engineering Social Sciences

Description

Formosa Journal of Applied Sciences (FJAS) seeks to propose and disseminate the knowledge by publishing original research findings and novelties, review articles and short communications in the wide spectrum of applied sciences. Scope of the journal includes: Biology, chemistry, physics, ...