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THE IMPACT OF CUSTOMER ENGAGEMENT ON PURCHASE INTENTION: CUSTOMER VALUE CREATION AS AN INTERMEDIARY
This research aims to examine the influence of customer engagement on businesses' social media accounts on purchase intention, with social value, hedonic value, and co-creation value as mediating variables. The sampling technique employed purposive…
Efek Nilai Hedonik Terhadap Cinta Merek: Efek Mediasi Emosi Konsumen dan Ikatan Merek Pada Pelanggan Reguler Makanan Siap Saji
The objectives of this study are: (1) to examine the antecedents of brand love derived from the hedonic value of a product/service, consumer emotions, and brand attachment, and (2) to explore the role of consumer emotions, and brand attachment in…