## 5 Discussion and Implementations  
### Discussion of Research Results  
In this empirical investigation of the relationship between the three distinct dimensions of perceived value, customer satisfaction, trust, and loyalty within entertainment platforms, 13 hypotheses were rigorously examined using structural equation modeling. The findings indicated that both utilitarian and hedonic values significantly and positively influenced customer satisfaction and that social value did not exhibit a significant impact. This aligns with the findings of [PERSON] and [PERSON] (2018) and [PERSON] et al. (2019). These results suggest that enhancing utilitarian and hedonic values in entertainment platforms can contribute to increased customer satisfaction. Furthermore, this study revealed that all three perceived value dimensions, namely, utilitarian, hedonic, and social values, had a significant and positive impact on trust. These \begin{table}
\begin{tabular}{l c c c c c c} \hline \hline \multirow{2}{*}{**Relationship**} & \multicolumn{2}{c}{**Total Effect**} & \multicolumn{2}{c}{**Direct Effect**} & \multicolumn{2}{c}{**Indirect Effect**} & \multirow{2}{*}{**Result**} \\ \cline{2-2} \cline{4-6}  & \(\beta\) & \(p\) & \(\beta\) & \(p\) & \(\beta\) & \(p\) \\ \hline
**H12.**_Utilitarian value -\(>\) Customer_ & & & & & & \\ _satisfaction -\(>\) Loyalty_ & & & & & & \\ \hline
**H13.**_Utilitarian value -\(>\) Trust -\(>\) Loyalty_ & & & & & & \\ _H14._Hedonic value -\(>\) Customer satisfaction_ & & & & & \\ _-\(>\) Loyalty_ & & & & & & \\ _-\(>\) Loyalty_ & & & & & & \\ \hline
**H15.**_Hedonic value -\(>\) Trust -\(>\) Loyalty_ & & & & & & \\ _-\(>\) Loyalty_ & & & & & & \\ \hline
**H16.**_Social value -\(>\) Customer satisfaction_ & & & & & & \\ _-\(>\) Loyalty_ & & & & & & \\ _-\(>\) Loyalty_ & & & & & & \\ \hline
**H17.**_Social value -\(>\) Trust -\(>\) Loyalty_ & & & & & & \\ \hline \hline \end{tabular} Note: **\(p<0.01\), ***\(p<0.001\). The confidence level for all bias-corrected confidence intervals is 95%.  
\end{table} 
Table 5: Total, direct, and indirect effects. findings are in line with those reported by [PERSON] et al. [70] and [PERSON] et al. [71], indicating that perceived values significantly influence trust. This indicates that customers are more likely to develop trust in a brand or service when they perceive tangible benefits, enjoyable experiences, and a sense of social belonging. The significant impact of social value on trust, despite its non-significant impact on customer satisfaction, highlights the nuanced role of social factors in building trust independently of direct customer satisfaction. This implies that social connections and perceived societal benefits are more critical in fostering trust than in enhancing immediate customer satisfaction. In addition, this study found that utilitarian value directly affected loyalty and that hedonic and social values did not. This result is in line with the findings of [PERSON] et al. [26] and [PERSON] and [PERSON] [72]. The analysis demonstrated the differentiated impact of perceived value dimensions on loyalty. Utilitarian value positively influenced loyalty, indicating that functional benefits and practical utility are pivotal for customer retention. However, hedonic and social values did not significantly affect loyalty directly. This suggests that while enjoyment and social connections are important for immediate satisfaction and trust, they do not necessarily translate into long-term loyalty unless they are mediated by other factors. Customer satisfaction and trust are influential factors that drive loyalty, as shown in the studies of [PERSON] and [PERSON] [62] and [PERSON] et al. [50]. In this study, customer satisfaction partially mediated the relationship between utilitarian value and loyalty and fully mediated the relationship between hedonic value and loyalty. These findings are in line with those reported by [PERSON] and [PERSON] [69], suggesting that customer satisfaction mediates the relationship between perceived value and loyalty.