source: Distribusi - Journal of Management and Business
Abstract
This study aims to determine the effect of hedonic and utilitarian motives on brand trust mediated by their satisfaction with McDonald's brand products. This research was conducted by distributing 100 questionnaires to respondents who had consumed McDonald's products. The analytical technique used is quantitative analysis technique with path analysis method using SEM AMOS. In this study, it was found that there was a positive and significant effect of hedonic and utilitarian motives on McDonald's brand trust through satisfaction with the brand.
Concepts :
Digital Marketing and Social Media
SMEs Development and Digital Marketing
Consumer Behavior and Marketing Influence
article
cite 6
Year 2022
source Distribusi - Journal of Management and Business
Citations by Year
| Year | Count |
|---|---|
| 2022 | 6 |