The Influence of Utilitarian and Hedonic Value to Traveler Purchase Intention at Singapore Changi Airport International

Abstract

This study aimed at determining and analyzing the effect of utilitarian and hedonic values on the purchase intention of travelers at Changi International Airport, Singapore. This study employed quantitative research methods. The number of samples in this study was 100 people who were travelers at Changi International Airport, Singapore, from January to November 2019. The sampling technique used was simple random sampling. The data were collected through interviews, questionnaires, and observations. The research data were processed and analyzed using SPSS ver. 25. The results show that there was a significant and unidirectional influence between 1) utilitarian value on traveler's purchase intention with a significance value of 0.000 (p-value <0.05) and a contribution value of 0.546 or 54.6%, 2) hedonic value towards a traveler's purchase intention with a significance value of 0.000 (p-value < 0.05) and a contribution value of 0.499 or 49.9%, and 3) a utilitarian value and a hedonic value together with a traveler's purchase intention with a significance value of 0.000 (p-value < 0.05) and the coefficient of determination is 0.521 or 52.1%.

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

“…If a brand can present its products creatively, it can increase purchase interest. The results of this study support research conducted by (Yanson et al, 2022) that the utility value variable value test makes a significant and positive contribution to sustainable purchase intentions. The results of this study are also supported by utility theory which was first proposed by Jereny Bentham, where this theory emphasizes the maximization of happiness or practical benefits, which is in accordance with the concept of utility values.…”

“…Utility value refers to the usability and practical benefits that consumers get from a product or service. Yanson et al, (2022) found that utility value contributes positively and significantly to purchase intentions. Individuals tend to make decisions based on an assessment of the utility or practical benefits obtained from purchasing a product or service.…”

“…This theory emphasizes the maximization of happiness or practical gains, which corresponds to the concept of utility value. Based on research conducted by (Yanson et al, 2022) that the value test of the utility value variable makes a significant and positive contribution to purchase intentions.…”