The Effect Of Personal Traits, Functional Value, And Brand Trust On App Love Of Students In Medan City

Abstract

With the development of the increasingly advanced era, many students are trying to adjust their lifestyles. You can choose to buy goods online or in person. Students have been trapped in a hedonistic lifestyle and excessive shopping because of this lifestyle. Therefore, this study will investigate the influence of personal traits, functional values, and brand trust on the application of love in students in the city of Medan. Data were collected through quantitative literature studies. The results showed that Personal Traits have a positive and significant influence on App Love, as well as Functional Value. The Brand Trust variable also has a positive and significant influence on App Love.

Keywords: Personal Traits, Functional Value, Brand Trust, App Love, Students, Medan City