PENGARUH ADVERTISING CONTENT VALUE DAN MONETARY VALUE TERHADAP PURCHASE INTENTION MELALUI BRAND TRUST SEBAGAI VARIABEL INTERVENING
Keywords:
Ownership Structure, Corporate Governance, External Ownership, Government Ownership, Foreign Ownership, Public Ownership, Voluntary Disclosure, Intellectual Capital, Firm Performance.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.References
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