Abstract: Brand makes it easier for the consumer to make efficient purchase decision. Consumers choose product or brand based on utilitarian and hedonic considerations. The main purpose of this study was to examine the effect of perceived symbolic value and utilitarian value on consumers attitudes toward brand and purchase intentions. The respondents in this study are university students in Jogjakarta. The sampling technique used for this study was purposive sampling. There were only 235 respondents among 400 questioners whom can be used as samples. Validity and reliability testing were conducted in order to figure out the validity rate and data reliability. The data were analyzed by using Regression Analysis. The results provide support for six of the eight hypotheses. The results provide that symbolic value and utilitarian value are two different values but still related. The results show that symbolic value and utilitarian value have a positive impact on consumers attitudes and purchase intentions.

Keywords: Symbolic Value, Utilitarian Value, Consumer Attitudes, Purchase Intentions

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