The Effect of Utilitarian Value, Hedonic Value on Purchase Intention Through Attitude as a Moderating Variable (Case Study on Buttonscarve Consumers); a Conceptual Paper

The premium hijab industry in Indonesia is experiencing rapid growth, driven by changes in consumer preferences that not only consider functional values such as comfort, but also emotional values that provide satisfaction and pride. This study aims to analyze the effect of Utilitarian Value and Hedonic Value on Purchase Intention, with Attitude as a mediating variable for Buttonscarves consumers. Using quantitative methods through Partial Least Square (PLS) and Likert scale questionnaires, the results show that functional and emotional values have a significant effect in shaping positive attitudes that drive purchase intention for premium hijab. These findings provide strategic insights for companies in understanding the dynamics of consumer preferences.