The Influence of Hedonic Value and Brand Engagement on Willingness to Pay Premium Price on Instagram Followers of Fitlife Community

This study aims to obtain an overview and influence of hedonic value and brand engagement on willingness to pay premium price on Instagram followers of Fitlife Community. The type of research used is descriptive and verification. With a quantitative approach, the population in this study amounted to 1,198 with a sample of 270 respondents who were Instagram followers of Fitlife Community using the simple random sampling technique. Data were processed statistically using the Structural Equation Modeling (SEM) method. The findings of this study found that hedonic value and brand engagement have a positive and significant influence on willingness to pay premium price, this is indicated by the magnitude of the critical ratio value which is greater than the minimum value, meaning that there is a positive and significant influence between the hedonic value and brand engagement variables on willingness to pay premium price simultaneously. This statement can be assumed that the better the company pays attention to hedonic value and brand engagement, the better the willingness to pay premium price that appears in consumers for the company. The results of the contribution given by the highest hedonic value variable in forming willingness to pay premium price are supplement quality and the lowest hedonic value dimension in forming willingness to pay premium price is the sensory dimension. The brand engagement dimension that has the highest contribution in forming willingness to pay premium price is behavioral engagement and the one that has the lowest contribution in forming willingness to pay premium price is physical fitness.