The Effect Of Brand Prestige, Hedonic Value, Consumer Happiness, And Loyalty On Vespa Motorcycle Users In East Java
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Institusion
Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Author
Prasasti, Intan Emilia
Subject
330 - ECONOMICS
Datestamp
2023-12-22 04:22:17
Abstract :
Brand Prestige is a brand that has a unique brand that can change status (certainly) which is marked by the quality and performance of a specially labeled product. Hedonic value is an assessment that is carried out subjectively and individually from shopping activities to seek pleasure and entertainment whose pleasure value is obtained by customers when buying products or services. Consumer happiness is consuming goods or services which translates into satisfaction levels that have a positive influence on their lives. Loyalty is a consumer who is loyal to a brand as a choice compared to choosing another brand in a product category. The number of respondents in this study were 110 respondents from several areas of East Java with criteria <19 -> 40 years who had used a Vespa motorbike for at least two months. Respondents were selected by means of purposive sampling. With data analysis techniques using SPSS stats 25 and WarpPLS 8.0. The results of this study prove that Brand Prestige has a positive effect on Hedonic Value, while Hedonic Value has a positive effect on Loyalty, and Consumer Happiness has a positive effect on positive towards Loyalty. Keywords: Brand Prestige, Hedonic Value, Consumer Happiness, Loyalty
Brand Prestige is a brand that has a unique brand that can change status (certainly) which is marked by the quality and performance of a specially labeled product. Hedonic value is an assessment that is carried out subjectively and individually from shopping activities to seek pleasure and entertainment whose pleasure value is obtained by customers when buying products or services. Consumer happiness is consuming goods or services which translates into satisfaction levels that have a positive influence on their lives. Loyalty is a consumer who is loyal to a brand as a choice compared to choosing another brand in a product category. The number of respondents in this study were 110 respondents from several areas of East Java with criteria <19 -> 40 years who had used a Vespa motorbike for at least two months. Respondents were selected by means of purposive sampling. With data analysis techniques using SPSS stats 25 and WarpPLS 8.0. The results of this study prove that Brand Prestige has a positive effect on Hedonic Value, while Hedonic Value has a positive effect on Loyalty, and Consumer Happiness has a positive effect on positive towards Loyalty. Keywords: Brand Prestige, Hedonic Value, Consumer Happiness, Loyalty
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