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). https://doi.org/10.24256/kharaj.v8i3.11128.