Pengaruh Nilai Hedonis Dan Nilai Utilitarian Terhadap Behavioral Intention, Dengan Word Of Mouth (Wom) Sebagai Variabel Mediasi

The purpose of this study is to analyze the direct and indirect effect of hedonic value, utilitarian value, word of mouth, and behavioral intention of consumer in Casa Baio Paradise Resort, Sulawesi Utara. This study use s questionnaires as the research instrument with 108 respondents as the sample. Sampling technique is purposive sampling. This study uses Partial Least Square (PLS) to analyzed the data. The result shows that there are : 1) a...