PENGARUH ADVERTISING CONTENT VALUE DAN MONETARY VALUE TERHADAP PURCHASE INTENTION MELALUI BRAND TRUST SEBAGAI VARIABEL INTERVENING

Stevan Setiawan Gea(1*),


(1) 
(*) Corresponding Author

Abstract


Penelitian ini bertujuan untuk mengetahui pengaruh Entertainment Value dan Economic Value terhadap Purchase Intention konsumen terhadap produk Mixue dengan Brand Trust sebagai variabel Intervening. Data pada penelitian ini dikumpulkan melalui kuesioner dari 113 responden dan diolah menggunakan Partial Least Square. Hasil penelitian membuktikan bahwa Entertainment Value berpengaruh positif terhadap Brand Trust dan Behavioral Intention, Economic Value berpengaruh positif terhadap Brand Trust dan Behavioral Intention, Brand Trust berpengaruh positif terhadap Behavioral Intention, Brand Trust memediasi hubungan Entertainment Value dan Economic Value terhadap Behavioral Intention.

Keywords


Entertainment Value, Economic Value, Brand Trust, Behavioral Intention

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