<![CDATA[This study examines the associations between consumption values and consumers’ attitudes toward Jaecoo vehicles in Surabaya. A cross-sectional survey used purposive sampling to obtain responses from 303 people with prior information about Jaecoo, and the data were analysed using PLS-SEM in SmartPLS. Functional and conditional values showed positive associations with attitudes under the main reporting criterion. Epistemic value received support only in an exploratory assessment using a threshold selected after the results were inspected. The symbolic and emotional paths were not supported. The findings suggest examining practical vehicle benefits, purchase conditions and opportunities to explore product information in future communication tests. However, overlap among the measured values, collinearity and unresolved item direction limit separate interpretations. The results describe provisional associations within the surveyed group and do not establish causal effects, purchase intention or actual purchasing behaviour]]>
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