THE EFFECT OF UTILITARIAN VALUE AND HEDONIC VALUE ON LOYALTY THROUGH SATISFACTION IN SHOPEE'S E-COMMERCE (CASE STUDY ON STUDENTS OF THE FACULTY OF ECONOMICS, UNIVERSITY OF SARJANAWIYATA TAMANSISWA)

Authors

  • Wayan Deni Ardane University of Sarjanawiyata Tamansiswa, Indonesia, Indonesia
  • Ida Bagus Nyoman Udayana University of Sarjanawiyata Tamansiswa, Indonesia, Indonesia
  • Bernadetta Diansepti Maharani University of Sarjanawiyata Tamansiswa, Indonesia, Indonesia

DOI:

https://doi.org/10.29040/ijebar.v5i2.2331

Abstract

This study aims to determine the effect of utilitarian value on satisfaction, the effect of hedonic value on satisfaction, the effect of satisfaction on loyalty, the effect of utilitarian value on loyalty, the effect of hedonic value on loyalty. The sample in this study were 100 active students of the faculty of economics, University of Sarjanawiyata Tamansiswa Yogyakarta who used the e-commerce shopee. The data collection method uses a questionnaire method via google form and is distributed using a purposive sampling technique. This research used data quality test, classical assumption test (normality test, multicollinearity test, and heteroscedasticity test), multiple linear regression analysis and hypothesis testing. The data analysis in this study was carried out using the assistance of the SPSS program version 22. The results of this study indicate that utilitarian value has a positive and significant effect on satisfaction, hedonic value has a positive and significant effect on satisfaction, Satisfaction has a positive and significant effect on loyalty, utilitarian value has a positive and significant effect on loyalty. , and hedonic value has a negative and insignificant effect on loyalty.

References

Bagus Nyoman Udayana, Ida, and Naili Farida. 2019. “The Factors Which Influence the Relationship Between a Network’S Synergizing Capability and the Increase in a Salesperson’S Performance.†Journal of Indonesian Economy and Business 34 (2): 131. https://doi.org/10.22146/jieb.29221.

Hanaysha, Jalal, and Khawaja Khalid Mehmood. 2016. “The Strategic Role of Hedonic Value and Utilitarian Value in Building Brand Loyalty : Mediating Effect of Customer Satisfaction.†Social Sciences 35 (JANUARY 2015): 1025–36.

Hanzae, K.H., & Rezaeyeh, S.P. 2013. “Investigation of The Effects of HedonicValue and Utilitarian Value on Customer Satisfaction and Behavioural Intentions.†African Journal of Business Management 7 (11): 818–25.

Ishak, Asmai. 2012. “Analisis Kepuasan Pelanggan Dalam Belanja Online: Sebuah Studi Tentang Penyebab (Antecedents) Dan Konsekuensi (Consequents).†Jurnal Siasat Bisnis 16 (2): 141–54. https://doi.org/10.20885/jsb.vol16.iss2.art1.

Kamilullah, Jihad, Ari Kusyanti, and Himawat Aryadita. 2018. “Analisis Pengaruh Kepercayaan, Kepuasan, Dan Reputasi Terhadap Loyalitas Konsumen Online Shop Dalam Pembelian Produk Di Toko XYZ.†Jurnal Pengembangan Teknologi Informasi Dan Ilmu Komputer (J-PTIIK) Universitas Brawijaya 2 (7): 2660–69.

Lestari, Dian. 2018. “KEPUASAN DAN LOYALITAS KONSUMEN PADA ONLINE SHOPPING PRODUK FASHION,†no. 4.

Nggai, Nensi Laurence, and Dudy Anandya. 2020. “The Influence of Utilitarian Value , Hedonic Value , and Perceived Risk on Customer Satisfaction and Customer Loyalty to Shopee Customers in Surabaya.â€

Sofiyudin, Achmad. 2015. “Pengaruh Utilitarian Value Dan Hedonic Value Terhadap Kepuasan Konsumen Indomaret Point Cabang Colombo Yogyakarta.†Jurnal Marketing 1 (1): 1–66.

Tifferet, S., dan R. Herstein. 2012. “Gender Differences In Brand Commitment, Impulse Buying, And Hedonic Consumption.†Journal of Product & Brand Management Vol.21, , (No.3): pp.176–182.

Valentika, Nina. 2020. “An Analysis of the Effect of Utilitarian Values on Shopee E- Commerce Satisfaction and Loyalty with SEM-PLS†3 (2): 117–24. https://doi.org/10.24042/djm.

William, Terrel. 2012. “Social Class Influences on Purchase Evaluation Criteria.†Journal of Consumer Marketing Vol. 19 (3): 251.

Yistiani, Ni Nyoman Manik, Ni Nyoman Kerti Yasa, and I G. A. Ketut Gede Suasana. 2012. “Pengaruh Atmosfer Gerai Dan Pelayanan Ritel Terhadap Nilai Hedonik Dan Pembelian Impulsif Pelanggan Matahari Department Store Duta Plaza Di Denpasar.†Jurnal Manajemen, Strategi Bisnis, Dan Kewirausahaan Vol. 6 No. (2): h. 139-149.

Downloads

Published

2021-06-30

How to Cite

Ardane, W. D., Udayana, I. B. N., & Maharani, B. D. (2021). THE EFFECT OF UTILITARIAN VALUE AND HEDONIC VALUE ON LOYALTY THROUGH SATISFACTION IN SHOPEE’S E-COMMERCE (CASE STUDY ON STUDENTS OF THE FACULTY OF ECONOMICS, UNIVERSITY OF SARJANAWIYATA TAMANSISWA). International Journal of Economics, Business and Accounting Research (IJEBAR), 5(2). https://doi.org/10.29040/ijebar.v5i2.2331

Issue

Vol. 5 No. 2 (2021): IJEBAR, VOL. 05 ISSUE 02, JUNE 2021

Section

Articles

Citation Check

License

Authors who publish with IJEBAR agree to the following terms: Authors retain copyright and grant the IJEBAR right of first publication with the work simultaneously licensed under a Creative Commons Attribution License (CC BY-SA 4.0) that allows others to share (copy and redistribute the material in any medium or format) and adapt (remix, transform, and build upon the material) the work for any purpose, even commercially with an acknowledgement of the work's authorship and initial publication in IJEBAR. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in IJEBAR. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).