How Hedonic Value Mediated Influence of Brand Experience on Brand Equity

Tuti Rahayu; M. Ridha Siregar; T. Meldi Kesuma; Hendra Halim; Raisa Ullya

doi:10.55927/fjas.v3i2.8251

Authors

Tuti Rahayu Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Syiah Kuala, Banda Aceh
M. Ridha Siregar Fakultas Ekonomi dan Bisnis, Universitas Syiah Kuala, Banda Aceh
T. Meldi Kesuma Fakultas Ekonomi dan Bisnis, Universitas Syiah Kuala, Banda Aceh
Hendra Halim Fakultas Ekonomi dan Bisnis, Universitas Syiah Kuala, Banda Aceh
Raisa Ullya Pusat Riset Komunikasi Pemasaran, Pariwisata & Ekonomi Kreatif, Universitas Syiah Kuala, Banda Aceh

DOI:

https://doi.org/10.55927/fjas.v3i2.8251

Keywords:

Hedonic Value, Brand Experience, Brand Equity, Marketing

Abstract

This research aims to assess the impact of brand experience on brand equity, with hedonic value as a mediating factor, among iPhone users in Aceh. The study utilized a sample of 200 iPhone users in Aceh, selected through purposive sampling. Structural Equation Modeling (SEM) was employed as the analytical method to examine the relationships between the variables. The findings indicate that brand experience has a significant impact on both brand equity and hedonic value, while hedonic value also significantly influences brand equity. Additionally, hedonic value was found to partially mediate the relationship between brand experience and brand equity.

Downloads

Download data is not yet available.

References

Aaker, D. A. (2009). The value of brand equity. Journal of Business Strategiy, 13 (4), 27-32. Doi:10.1108/eb039503.

Adedeji, A. N., Sidique, S. F., Rahman, A. A., & Law, S. H. (2016). The role of local content policy in local value in Nigeria’s oil induatry: A structural equation modeling (SEM) approach. Resources Policy, 46, 61-73.

Agnesia, R., & Kamener, D. (2022). Pengaruh Brand Experience dan Brand Image Terhadap Brand Loyalty dengan Brand Trust Sebagai Variabel Mediasi pada Konsumen Smartphone iPhone di Kota Semarang. E-jurnal Bung Hatta, Vol. 21 No.2

Ashraf, S., Iftikhar, A., Yameen, A., & Younas, S. (2018). Empirical Relationship of customer brand engagement with satisfaction and loyalty trough online brand experience. IUP Journal of Brand Management, 15 (3), 23-48.

Batra, R., & Ahtola, O. T. (1991). Meansuring the hedonic and utilitarian sources of customer attitudes. Marketing Letters, 2, 159-170.

Brakus, J.J., Schmitt, B.H., Zarantonello, L. (2009). Brand experience: What is it? How Is it meansured? Does it affect loyalty?. Journal of Marketing, 73,52-68.

Butz, H. E., & Goodstein, L. D (1996). Meansuring customer value: gaining the strategic advantage. Organizational Dynamics, 24 (3), 63-77. Doi: 10.1016/s0090-2616(96)90006-6.

Chatterjee, D. (2018). Apple “Brands Different”: Lessons From The World’s Most Valuable Brand.

Chattopadhyay, A., & Laborie, J. L. (2005). Managing brand experience: The market contact audit. Journal of advertising Research, 45 (1). 9-16.

Chitturi, R., & Raghunathan, R. (2007). Form versus fuction: how the intensities of specific emotions evoked in functional versus hedonic trade offs mediate product preferences. Journal of Marketing Research, 44 (4), 702-714. Doi:10.1509/jmkr.44.4.702.

Daeng ITM, Mewengkang N.,& Kalesaran E. R.(2017). Penggunaan smartphone dalam menunjang aktivitas perkuliahan oleh mahasiswa fispol unsrat manado.EJournal Acta Diurna. Vol. 4 No.1

Databoks.katadata.co.id (2021, 5 September) Penjualan iPhone Capai 1,85 Miliar Unit di Dunia hingga 2020. Diakses pada 21 Januari 2022, dari https://databoks.katadata.co.id/datapublish/2021/09/05/penjualan-iphone-capai-185-miliar-unit-di-dunia-hingga-2020

Doolin, B., Dillon, S., Thompson, F. and Corner, J.L. 2005, Perceived Risk, The Internet Shopping Experience And Online Purchasing Behavior: a New Zealand Perspective, Journal of Global Information Management, Vol. 26 No. 7, pp. 66-88.

Fahllefi, M. R., & Siregar, M. R. (2018) . Pengaruh Nilai Utilitarian dan Nilai Hedonis Terhadap Perpindahan Merek dengan Kepuasan Konsumen sebagai Pemoderasi (Study Kasus Perpindahan Merek dari Smartphone lain ke iPhone pada Mahasiswa di Lingkungan Universitas Syiah Kuala). Jurnal Ilmiah Mahasiswa Ekonomi Manajemen, Vol. 3 No. 3.

Gilbert, A., Churchill, Jr., & Paul, Peter. (1998). Marketing creating value for customers. Library of Congress Cataloging in Publication Data. 143.

Gomez, M., Fernandez, A. C., Molina, A., & Aranda, E. (2018). City branding in european capitals: An analysis from the visitor perspective. Journal of Destination Marketing and Management, 7. 190-201.

Halim, H., Kesuma, T.M., & Siregar, M. R. (2023). Digital Transformation Strategy to Optimize Company Performance. Jurnal Manajemen Bisnis, Akuntansi Dan Keuangan, 2(2), 189–200. https://doi.org/10.55927/jambak.v2i2.7022

Halim, H., & Dinaroe, D. (2019). The influence of money attitude, lifestyle, and personal values on purchase decision of exclusive gadgets in Aceh. Asian Journal of Entrepreneurship and Family Business, 3(1), 13-29.

Hausman, A. (2000). A multi-method investigation customers motivation in impluse buying behavior. Journal of Customer Marketing. Vol. 12 No. 5, pp.403-419.

Hoch, S. J., & Deighton, J. (1998). Managing what consumers learn from experience. Journal of Markrting, 53 (2), 1. Doi: 10.2307/1251410.

Iglesias, O., Markovic, S., & Rialp, J. (2018). How does sensory brand experience influence brand equity? Considering the rules of customer satisfaction, customer affective, commitment, and employee empathy. Journal of Business Research. Doi: 10.1016/j.jbusres.2018.05.043.

Indrawati, Devi. (2015). Pengaruh Citra Merk dan Gaya Hidup Hedonis terhadap Keputusan Pembelian Jilbab Zoya. Surabaya: Universitas Negeri Surabaya. Journal of Research in Economic and Management Volume 15, No. 2.

Karim, N, R. (2022). Pengaruh Gaya Hidup dan Ekuitas Merek Terhadap Keputusan Pembelian Produk iPhone pada Mahasiswa Institut Teknologi dan Bisnis Nobel Indonesia Makasar. Skripsi. Program Studi Manajemen Institut Teknologi dan Bisnis Nobel Indonesia Makasar.

Kotler, P., & Keller, K.L. (2018). Manajemen Pemasaran (12 ed., Vol.1). (J. Purba, Penyunt., & B. Molan, Penerj.) Jakarta : PT Indeks.

Lee,Wan.2017.Effects Among Product Attributes,Involvement,Word-Of-Mouth,And Purchase Intention In Online Shopping.Journal of management.Vol 22.issue 4

Mathew, V., & Thomas, S. (2018). Direct and Indirect Effect of Brand Experience on True Brand Loyalty: Role of Involvement. Asian Pacific Journal of Marketing and Logistics, 30(1).

Moreira, A. C., & Silva, P. M. F. (2017). The effects of brand experience on quality, satisfaction and loyalty: an empirical study in the telecommunucations multiple-play service market. Rev.Innovar, Vol. 27, No. 64, ABRIL-JUNIO DEL 2017.

Priansa, D.J. (2017). Komunikasi pemasaran terpadu pada era media sosial. Bandung: CV Pustaka Setia.

Santoso, I. 2016. Peran Nilai Utilitarian dan Nilai Hedonis Terhadap Kepuasan Pelanggan dan Loyalitas Konsumen Minuman Probiotik. http://journal.ipb.ac.id/index.php/jmagr. DOI: 10.17358/JMA.13.3.183.

Sayyida, S., & Alwiyah, A. (2018). Perkembangan Structural Equation Modeling (SEM) Dan Aplikasinya Dalam Bidang Ekonomi. Jurnal Bisnis & Akuntansi. 8 (1), 10-26.

Scarpi, D. (2012). Work and fun on the internet: the effects of utilitarianism and hedonism online. Journal of Interactive Marketing,26 (1), 53-67. doi : 10.1016/j.intmar.2011.08.001.

Sekaran, Uma & Bougie, Roger. (2016). Research Methods for Business: A Skill Bualding Approach, 7th Edition. New Jersey: Wiley.

Shahzad, M. F., Bilal, M., Xiao, J., & Yousaf, T. (2018), impact of smartphone brand experience on brand equity: with mediation effect of hedonic emotions, utilitarian emotions and brand personality. Journal of Islamic Marketing, https://doi.org.10.1108/JIMA-04-2017-0045

Shamim, A., Mohsin Butt. M. (2013). A critical model of brand experience consequences. Asia Pacific Journal of Marketing and Logistics, 25 (1), 102-117. Doi: 10.1108/13555851311290957.

Sheng, M.L., & Teo, T.S.H. (2012). Product attributes and brand equity in the mobile domain: the mediating role of customer experience. International Journal of Information Management, 32, 139-146. http://dx.doi.org/10.1016/j.ijinfomgt.2011.11.017

Solomon, Michael, R. (2002). Customer behsvior: buying. Having, and being. New jersey: prentice hall.

Subagio, H. (2011). Pengaruh Atribut Supermarket terhadap Motif Belanja Hedonik Motif Belanja Utilitarian dan Loyalitas Konsumen. Jurnal Manajemen Pemasaran, Vol. 6 No. 1.

Walukow, Ellitan, & Suhartatik. (2021). Pengaruh Brand Experience Terhadap Brand Equity melalui Customer Commitment dan Customer Satisfaction pada Kedai Kopi ZXC di Surabaya. Jurnal Ilmiah Mahasiswa Manajemen (JUMMA,) vol. 10 No. 1

Wiastuti, R.D., & Kimberlee, S. (2018). Pengaruh ekuitas merek terhadap keputusan pembelian di simetri coffee roaster puri, jakarta. Jurnal Pariwisata. Vol. 5, No. 2. pp. 133-146. doi: 10.31311/par.v5i2.4428.

Widjaja, M.,Wijaya.S., & Jokom. R. (2007). “Analisis penilaian konsumen terhadap ekuitas merek coffee shops di surabaya. JurnalManajemen Perhotelan, Vol. 3 No. 2

Woodruff, R. B. (1997). Customer value: the next source for competitive advantage. Journal of the Academy of Marketing Science, 139-153.

Yu Xiaolei, & Chunlin Yuan. 2019. How Consumers’ Brand Experiemce in Social Media can Improve Brand Perception and Customer Equity. Asia Pacific Journal of Marketing and Logistics. Emerald Publishing Limited, 1355-5855. Doi:10.1108/APJML-01-2018-0034.

Zhang, Y., Sirion, C., & Combs, H., (2011). The influence of the mall environment on shopper’s value and customer behavior in china. ASBBS Annual Conference, Vol. 18 No. 1, pp. 214-224.

Zuhdi, Z., Suharjo, B., & Sumarno, H. (2016). Perbandingan Pendugaan Parameter Koefesien Struktural Model Melalui SEM dan PLS-SEM. Journal of Mathematics and Its Applications. Vol. 15 No.2