NILAI HEDONIS DAN NILAI UTILITARIAN TERHADAP KEPUASAN PELANGGAN SERTA DAMPAKNYA TERHADAP NIAT MEMBELI KEMBALI
Abstract
Usaha angkringan menjamur baik di Denpasar maupun di daerah pariwisata Kuta, Badung. Usaha yang sederhana, namun disukai sebagai tempat nongkrong kalangan anak muda. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh nilai hedonis dan nilai utilitarian terhadap kepuasan konsumen, serta pengaruhnya terhadap niat membeli kembali. Jumlah responden dalam penelitian sebanyak 100 responden. Data penelitian dianalisis menggunakan analisis SEM (Structural Equation Modelling). Hasil penelitian menunjukkan bahwa nilai hedonis, nilai utilitarian, dan kepuasan konsumen berpengaruh positif dan signifikan terhadap niat membeli kembali. Kepuasan konsumen mampu memediasi nilai hedonis dan nilai utilitarian terhadap niat beli ulang.
Angkringan businesses are widely spread both in Denpasar and in the tourist area of Kuta, Badung. A simple business, but popular as a hangout place for young people. The aim of this research is to determine the influence of hedonic value and utilitarian value on consumer satisfaction, as well as their influence on repurchase intentions. The number of respondents in the research was 100 respondents. Research data was analyzed using SEM (Structural Equation Modeling) analysis. The research results show that hedonic value, utilitarian value, and consumer satisfaction have a positive and significant effect on repurchase intentions. Consumer satisfaction is able to mediate hedonic value and utilitarian value on repurchase intentions.
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Soebandhi, S., Wahid, A., & Darmawanti, I. (2020). Service Quality And Store Atmosphere On Customer Satisfaction And Niat membeli kembali. BISMA (Bisnis Dan Manajemen), 13(1), 26–36.
Sujarweni, V. W. (2015). Metodologi Penelitian Bisnis dan Ekonomi. Pustaka Baru Press.
Wu, L.-L., Wang, Y.-T., Wei, C.-H., & Yeh, M.-Y. (2015). Controlling Information Flow In Online Information Seeking: The moderating effects of utilitarian and hedonic consumers. Electronic Commerce Research and Applications, 14(6), 603–615. https://doi.org/10.1016/j.elerap.2015.09.002
Amstrong, G., & Philip, K. (2012). Dasar-Dasar Pemasaran(A. Sindoro & B. Molan, Eds.). Penerbit Prenhalindo.
Arnold, M. J., & Reynolds, K. E. (2003). Hedonic Shopping Motivations. Journal of Retailing, 79(2), 77–95. https://doi.org/10.1016/S0022-4359(03)00007-1
Arrondo, R., Garcia, N., & Gonzalez, E. (2018). Estimating product efficiency through a hedonic pricing best practice frontier. BRQ Business Research Quarterly, 21(4), 215–224. https://doi.org/10.1016/j.brq.2018.08.005
Babin, B. J., & Krey, N. (2020). Meta-Analytic Evidence On Personal Shopping Value.Recherche et Applications En Marketing (English Edition), 35(3), 124–132. https://doi.org/10.1177/2051570720922930
Babin, B. J., Lee, Y., Kim, E., & Griffin, M. (2005). Modeling Consumer Satisfaction And Word‐Of‐Mouth: Restaurant Patronage In Korea. Journal of Services Marketing, 19(3), 133–139. https://doi.org/10.1108/08876040510596803
Brito, P. Q., McGoldrick, P. J., & Raut, U. R. (2019). Shopping Centre Patronage: Situational Factors Against Affect. Vision: The Journal of Business Perspective, 23(2), 189–196. https://doi.org/10.1177/0972262919844619Chiu, C., Chang, C., Cheng, H., & Fang, Y. (2009). Determinants Of Customer Niat membeli kembaliIn Online Shopping. Online Information Review, 33(4), 761–784. https://doi.org/10.1108/14684520910985710
Chung, Y.-S. (2015). Hedonic And Utilitarian Shopping Values In Airport Shopping Behavior.Journal of Air Transport Management, 49, 28–34. https://doi.org/10.1016/j.jairtraman.2015.07.003
Fishbein, M., & Ajzen, I. (2011). Predicting and Changing Behavior. Psychology Press. https://doi.org/10.4324/9780203838020
Gupta, V., Khanna, K., & Gupta, R. K. (2018). A Study On The Street Food Dimensions And Its Effects On Consumer Attitude And Behavioural Intentions. Tourism Review, 73(3), 374–388. https://doi.org/10.1108/TR-03-2018-0033
Hanaysha, J. R. (2017). Impact of Social Media Marketing, Price Promotion, and Corporate Social Responsibility on Customer Satisfaction. Jindal Journal of Business Research, 6(2), 132–145. https://doi.org/10.1177/2278682117715359
Handoyo, T. W., & Mani, L. (2021). Repurchase Decision on iPhone in Indonesia; The Influenced of Social Media between Utilitarian and Hedonic Values in Customer Satisfaction.Toggle Navigation Turkish Journal of Computer and Mathematics Education (TURCOMAT), 12(6), 4825–4834.
Irani, N., & Hanzaee, K. H. (2011). The Effects of Variety-seeking Buying Tendency and Price Sensitivity on Utilitarian and Hedonic Value in Apparel Shopping Satisfaction . International Journal of Marketing Studies, 3(3).
Kang, J., & Park‐Poaps, H. (2010). Hedonic and utilitarian shopping motivations of fashion leadership. Journal of Fashion Marketing and Management: An International Journal, 14(2), 312–328. https://doi.org/10.1108/13612021011046138
Khare, A., & Rakesh, S. (2011). Antecedents of Online Shopping Behavior in India: An Examination.Journal of Internet Commerce, 10(4), 227–244. https://doi.org/10.1080/15332861.2011.622691
Kitapci, O., Akdogan, C., & Dortyol, İ. T. (2014). The Impact of Service Quality Dimensions on Patient Satisfaction, Niat membeli kembalis and Word-of-Mouth Communication in the Public Healthcare Industry. Procedia -Social and Behavioral Sciences, 148, 161–169. https://doi.org/10.1016/j.sbspro.2014.07.030
Kusumadewi, D. F., Soewarno, N., & Isnalita, I. (2019). Pengaruh Kualitas Situs Web, Nilai Hedonis, Dan Nilai Utilitarian Terhadap Niat Membeli Kembali. E-Jurnal Akuntansi, 542. https://doi.org/10.24843/EJA.2019.v28.i01.p21
Lee, G., & Lin, H. (2005). Customer Perceptions Of E‐Service Quality In Online Shopping.International Journal of Retail & Distribution Management, 33(2), 161–176. https://doi.org/10.1108/09590550510581485
Lee, J.-H., Kim, H.-D., Ko, Y. J., & Sagas, M. (2011). The Influence Of Service Quality On Satisfaction And Intention: A Gender Segmentation Strategy. Sport Management Review, 14(1), 54–63. https://doi.org/10.1016/j.smr.2010.02.002
Lee, S., & Kim, D.-Y. (2018). The Effect Of Hedonic And Utilitarian Values On Satisfaction And Loyalty Of Airbnb Users. International Journal of Contemporary Hospitality Management, 30(3), 1332–1351. https://doi.org/10.1108/IJCHM-09-2016-0504
Moon, Y. J. (2016). Consumer’s Shopping Values for e-Satisfaction and e-Loyalty: Moderating Effect of Personality. International Journal of U-and e-Service, Science and Technology, 9(2), 331–342. https://doi.org/10.14257/ijunesst.2016.9.2.32
Nikhashemi, S. R., Valaei, N., & Tarofder, A. K. (2017). Does Brand Personality and Perceived Product Quality Play a Major Role in Mobile Phone Consumers’ Switching Behaviour?Global Business Review, 18(3_suppl), S108–S127. https://doi.org/10.1177/0972150917693155
Oliver, R. L. (2014). Satisfaction: A Behavioral Perspective on the Consumer. Routledge. https://doi.org/10.4324/9781315700892
Oliver, R. L., & DeSarbo, W. S. (1988). Response Determinants in Satisfaction Judgments.Journal of Consumer Research, 14(4), 495. https://doi.org/10.1086/209131
Peña, A. I. P., Frías Jamilena, D. M., & Rodríguez Molina, M. Á. (2017). The Effects Of Perceived Value On Loyalty: The Moderating Effect Of Market Orientation Adoption. Service Business, 11(1), 93–116. https://doi.org/10.1007/s11628-016-0303-8
Razzaq, Z., Razzaq, A., Yousaf, S., & Hong, Z. (2018). The Impact of Utilitarian and Hedonistic Shopping Values on Sustainable Fashion Consumption: The Moderating Role of Religiosity.Global Business Review, 19(5), 1224–1239. https://doi.org/10.1177/0972150918777947
Ryu, K., & Han, H. (2010). Influence of the Quality of Food, Service, and Physical Environment on Customer Satisfaction and Behavioral Intention in Quick-Casual Restaurants: Moderating Role of Perceived Price. Journal of Hospitality & Tourism Research, 34(3), 310–329. https://doi.org/10.1177/1096348009350624
Scarpi, D. (2012). Work and Fun on the Internet: The Effects of Utilitarianism and Hedonism Online. Journal of Interactive Marketing, 26(1), 53–67. https://doi.org/10.1016/j.intmar.2011.08.001
Soebandhi, S., Wahid, A., & Darmawanti, I. (2020). Service Quality And Store Atmosphere On Customer Satisfaction And Niat membeli kembali. BISMA (Bisnis Dan Manajemen), 13(1), 26–36.
Sujarweni, V. W. (2015). Metodologi Penelitian Bisnis dan Ekonomi. Pustaka Baru Press.
Wu, L.-L., Wang, Y.-T., Wei, C.-H., & Yeh, M.-Y. (2015). Controlling Information Flow In Online Information Seeking: The moderating effects of utilitarian and hedonic consumers. Electronic Commerce Research and Applications, 14(6), 603–615. https://doi.org/10.1016/j.elerap.2015.09.002
Published
2024-01-30
How to Cite
SEMINARI, Ni Ketut; RASTINI, Ni Made.
NILAI HEDONIS DAN NILAI UTILITARIAN TERHADAP KEPUASAN PELANGGAN SERTA DAMPAKNYA TERHADAP NIAT MEMBELI KEMBALI.
E-Jurnal Manajemen, [S.l.], v. 12, n. 12, p. 1373 - 1392, jan. 2024.
ISSN 2302-8912.
Available at: <https://ojs.unud.ac.id./index.php/manajemen/article/view/107384>. Date accessed: 22 apr. 2025.
doi: https://doi.org/10.24843/EJMUNUD.2023.v12.i12.p06.
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