JURNAL MANAJEMEN MOTIVASI
Vol 22 No 1 (2026): Jurnal Manajemen Motivasi

The Willingness to Pay Premium Luxurious Cosmetics Product based on Brand Equity mediated by Hedonic Value of Live Streaming Users

Saajida, Alya (Unknown)
Rufaidah, Popy (Unknown)

Article Info

Publish Date
20 Nov 2025

Abstract

This study investigates how brand equity influences consumers' willingness to pay a premium for Yves Saint Laurent (YSL) cosmetics through the mediating role of hedonic value. Using a quantitative approach with purposive sampling, data were collected from 108 social media users who had viewed YSL’s live-streaming ads and analyzed via SEM-PLS. Results show brand equity positively affects both hedonic value and willingness to pay a premium. Hedonic value also significantly enhances willingness to pay more. Consumers’ readiness to pay higher prices for luxury cosmetics is shaped by brand strength and the pleasure derived from the products.

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Journal Info
JURNAL MANAJEMEN MOTIVASI
Website

Abbrev

jm_motivasi

Publisher

Universitas Muhammadiyah Pontianak

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Manajemen Motivasi (JMM) adalah Jurnal Ilmiah Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Pontianak yang diterbitkan secara berkala 2 (dua) kali dalam satu tahun (Juni dan Oktober) sebagai sarana untuk menyebarluaskan hasil penelitian dan ilmu pengetahuan di bidang ilmu manajemen ...