PENGARUH HEDONIC DAN UTILITARIAN MOTIVE TERHADAP BRAND TRUST MCDONALD’S MELALUI BRAND SATISFACTION

Autor:	Gede Dimas Harikusuma, Lalu M. Furkan, Emilia Septiani
Rok vydání:	2022
Zdroj:	Distribusi - Journal of Management and Business. 10:187-200
ISSN:	2477-1767 0853-957X
DOI:	10.29303/distribusi.v10i2.271
Popis:	This study aims to determine the effect of hedonic and utilitarian motives on brand trust mediated by their satisfaction with McDonald's brand products. This research was conducted by distributing 100 questionnaires to respondents who had consumed McDonald's products. The analytical technique used is quantitative analysis technique with path analysis method using SEM AMOS. In this study, it was found that there was a positive and significant effect of hedonic and utilitarian motives on McDonald's brand trust through satisfaction with the brand.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::c076a1661d0092475d8414cb59c2c333 https://doi.org/10.29303/distribusi.v10i2.271 Zobrazit plný text záznamu