Pengaruh Nilai Simbolis dan Utilitarian Persepsian pada Sikap Konsumen dan Niat Beli
Brand makes easier consumer to take efficiently purchase decision about the product. Consumer choices product or brand are driven by utilitarian and hedonic considerations. The main purpose of this study was to examine the effect of perceived symbolic value and utilitarian value on consumer attitude...
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| Format: | Article |
| Language: | English |
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Bina Nusantara University
2011-11-01
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| Series: | Binus Business Review |
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| Online Access: | https://journal.binus.ac.id/index.php/BBR/article/view/1234 |