Volume -14 | Issue -5
Volume -14 | Issue -5
Volume -14 | Issue -5
Volume -14 | Issue -5
Volume -14 | Issue -5
iPhone is one of the most popular smartphone brands in the world. However, in Indonesia iPhone is less- competitive with Android-based brands. This research aims to investigate the influence of hedonic and utilitarian value on brand trust with brand affect as an intervening variable. The research was a descriptive research, a causal study approach to formulate the problems from research questions and use quantitative research.