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All Journal JURNAL AKUNTANSI, MANAJEMEN DAN EKONOMI Asian Journal of Management Analytics
Rosabella Cynthia
Universitas Asa Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Customer Satisfaction Through Brand Trust in Mixue: Hedonic and Product Innovation Rosabella Cynthia; Meylani Tuti
Asian Journal of Management Analytics Vol. 2 No. 3 (2023): July 2023
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ajma.v2i3.4383

Abstract

The goal of this study is to determine how hedonic and creative product effects affect consumer happiness and brand trust. A survey that was delivered to Mixue customers using a purposive sample strategy was the research method employed. 222 people were sampled. The Structural Equation Model is used in the data analysis technique with the use of smart pls 3 software. The findings demonstrate that hedonistic and innovative goods have a large direct and indirect impact on brand trust and consumer happiness. To draw deeper inferences about brand trust and consumer pleasure, many more factors than product innovation and hedonic analysis might be included in the future study.
Pengaruh Hedonis dan Inovasi Produk terhadap Kepuasan Pelanggan Melalui Kepercayaan Meerek di Mixue Rosabella Cynthia; Meylani Tuti
Jurnal Akuntansi, Manajemen dan Ekonomi Vol 25 No 2 (2023): April - June, 2023
Publisher : Faculty of Economics and Business, Jenderal Soedirman University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32424/1.jame.2023.25.2.8166

Abstract

Tujuan dari penelitian ini adalah untuk mengetahui bagaimana efek produk hedonis dan kreatif mempengaruhi kebahagiaan konsumen dan kepercayaan merek. Sebuah survei yang disampaikan kepada pelanggan Mixue menggunakan strategi sampel purposive adalah metode penelitian yang digunakan. Sampel yang diambil sebanyak 222 orang. Model Persamaan Struktural digunakan dalam teknik analisis data dengan menggunakan software smart pls 3. Temuan menunjukkan bahwa barang hedonistik dan inovatif memiliki dampak langsung dan tidak langsung yang besar pada kepercayaan merek dan kebahagiaan konsumen.
Co-Authors Meylani Tuti