Rendy Setiawan and Radityo Putro Handrito 2026. The Role of Hedonic and Utilitarian Value Moderation in the Relationship Between Advertising Value and Purchase Intention: A Study of iPhone and Samsung Smartphone Consumers. Al-Kharaj: Journal of Islamic Economic and Business. 8, 3 (Jul. 2026). DOI:https://doi.org/10.24256/kharaj.v8i3.11128.