The Effect of Utilitarian Value and Hedonic Value on Customer Loyalty with Customer Satisfaction As an Intervening Variable: Empirical Evidence from Indonesia

Zainurrafiqi, Zainurrafiqi; Amar, Siti Salama; Rohmaniyah, Rohmaniyah; Aristin, Rini; Muchtar, R.P.Much; Rusnani, Rusnani; Arifin, Miftahol; Hadi, Abdul; Bangsa, Kusik Kusuma; Hidayati, Nurul

doi:10.18415/ijmmu.v8i5.2670

Cited by 7 publications

(7 citation statements)

References 36 publications

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“…The analysis shows that customer satisfaction significantly and positively affects client loyalty. These findings are consistent with those of Ulfa & Mayliza, (2019) and Zainurrafiqi et al (2021), who found that customer satisfaction has a significant impact on customer loyalty.…”

Section: Customer Satisfaction On Customer Loyaltysupporting

confidence: 93%

Utilitarian, hedonic, and social values on e-commerce customer loyalty: mediating role of customer satisfaction

Yusnara

Soepatini

2023

JED

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Purpose — The objective of this research is to examine how utilitarian value, hedonic value, and social value influence customer loyalty in e-commerce, as well as to investigate whether customer satisfaction can serve as a mediator.Method — A quantitative research methodology was employed in this study, utilizing students from Soloraya as the population. The primary means of data collection was through the distribution of questionnaires, which were designed using a Likert scale. The study consisted of 105 respondents, and data analysis was conducted using Partial Least Squares (PLS) analysis with SMARTPLS software. PLS-SEM analysis comprises two models: an outer model and an inner model.Result — We found that utilitarian value, hedonic value, and social value had a positive and significant impact on customer loyalty, as well as customer satisfaction. Furthermore, utilitarian value, hedonic value, and social value were observed to have a positive and significant impact on customer satisfaction. In addition, the findings also indicate that customer satisfaction plays a mediating role in the relationship between utilitarian value, hedonic value, social value, and customer loyalty.Contribution — The present study provides valuable insights to the academic community by expanding knowledge in the marketing field, specifically with regards to the influence of utilitarian, hedonic, social value, and customer satisfaction on customer loyalty. Moreover, this study has the potential to make a significant contribution to the advancement of the e-commerce subsector in Indonesia by presenting novel and relevant information.

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Section: Customer Satisfaction On Customer Loyaltysupporting

confidence: 93%

Utilitarian, hedonic, and social values on e-commerce customer loyalty: mediating role of customer satisfaction

Yusnara

Soepatini

2023

JED

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“…Initiatives like TikTok Shop reflect efforts to create a more dynamic digital commerce ecosystem. (Zainurrafiqi et al, 2021).…”

Section: Introductionmentioning

confidence: 99%

The Effect of Utility Value, Hedonic Value and Social Value on Sustainable Purchase Intentions

Febriyanti,

Irmawati

2024

JIMKES

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Consumers not only consider the functional needs of products, but also other values such as personal enjoyment and social values. This research aims to examine the factors influencing sustained purchasing intention among TikTok users in Solo Raya. Within the framework of Utility Value, Hedonic Value, and Social Value, hypotheses are proposed and tested to comprehend the impact of independent variables on purchasing intention, with the mediating role of customer trust. A quantitative method utilizing Partial Least Squares Structural Equation Modeling (PLS-SEM) is employed to analyze data collected through the distribution of closed-ended questionnaires to respondents aged 17-30 who have made purchases via TikTok. The research sample comprises 70 respondents from Solo Raya. This study seeks to provide in-depth insights into consumer behavior in the digital era, specifically focusing on the TikTok platform. Practical implications encompass guidelines for e-commerce practitioners to understand and enhance factors influencing sustained purchasing intention. Additionally, this research contributes to the literature on the influence of values and trust in the context of online purchasing, particularly through social media platforms.

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“…Utilitarian value is a value that shows consumer interest in using a product based on the usefulness, nature, and practical function of the product because there is a need that must be met. Utilitarian value can be defined as the monetary benefits and convenience received by consumers when making transactions for a product or service (Rintamäki et al, 2006;Zainurrafiqi et al, 2021). From the monetary side, consumers tend to want to pay a low price to get the maximum benefit from the product or service.…”

Section: Introductionmentioning

confidence: 99%

“…Exploration and freedom will make them feel fulfilled (To et al, 2007). Therefore, delivering the hedonic aspect to consumers will provide a good experience when shopping as well as have a positive impact on customer satisfaction (Rintamäki et al, 2006;Ryu et al, 2010;Turley & Milliman, 2000;Zainurrafiqi et al, 2021;).…”

Section: Introductionmentioning

confidence: 99%

The Influence of Utilitarian, Hedonic, and E-Service Quality on Consumer Satisfaction Toward E-Grocery

Kolondam

Reynaldi

Darmawan

et al. 2023

IJOMS

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Digitalization has rapidly changed consumer behavior. People can easily buy items from the internet, including groceries, without having to pay for them. Due to this demand, several e-grocery platforms have emerged. High competition in the e-grocery industry is forcing the company to adopt a new marketing strategy. This study examined factors that might affect customer satisfaction with products or services provided by e-groceries. Moreover, the study was conducted to gather a more comprehensive view of online grocery purchasing in Indonesia by combining shopping value and e-service quality that impact customer satisfaction, repurchase intention, and e-WOM purchase and purchase value in Indonesia and the U.S. It shows that shopping value (utilitarian and hedonistic) and e-service quality have a positive impact on customer satisfaction. Moreover, if customer satisfaction is fulfilled, this leads to repurchase intentions and a positive word-of-mouth response to a customer's satisfaction level. A quantitative method was used in this study with the following criteria for respondents: they must live in Jabodetabek and have used e-grocery in the past three months. The data were simulated using the SMART PLS 4 software.

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The Effect of Utilitarian Value and Hedonic Value on Customer Loyalty with Customer Satisfaction As an Intervening Variable: Empirical Evidence from Indonesia

Cited by 7 publications

References 36 publications

Utilitarian, hedonic, and social values on e-commerce customer loyalty: mediating role of customer satisfaction

Utilitarian, hedonic, and social values on e-commerce customer loyalty: mediating role of customer satisfaction

The Effect of Utility Value, Hedonic Value and Social Value on Sustainable Purchase Intentions

The Influence of Utilitarian, Hedonic, and E-Service Quality on Consumer Satisfaction Toward E-Grocery

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