“…While the emotional aspect will usually accompany the purchase decision when consumers meet with some additional attributes embedded in the product. This additional attribute can be a beautiful design, a compelling colour (or one that is fanatical with certain colours), the value of which is given by products, associations or images obtained if consuming, buying or using such products and other emotional factors (Santoso, 2018;Bakar, Damara, and Mansyur, 2020;Chen et al, 2020;Lee, Aziz, Sidin, and Saleh, 2014;Liu, Chi, and Gremler, 2019;Pedragosa, Biscaia, and Correia, 2015;Poushneh and Vasquez-Parraga, 2019;Wong, 2004). The attribute of confidence, integrity, pride, and desire chosen to be the dimension of study in this research is a dimension in the emotional factor of a customer.…”