While 61% Indonesia citizen motivation to go shopping comes from hedonic shopping value, in which the consumer goes shopping because of it is able to bring happiness and forget the problem they face and relieve fatigue so that able to make them better (swa.co.id). Based on the research result of, 69% motivation of Indonesian society to monthly go shopping comes from utilitarian shopping value in which they go shopping based on their needs, the product they search for and want. An individual who goes shopping based on the utility motivation will seek the utilitarian benefits from the product like the ease of use or product efficiency, while the one who goes shopping based on the hedonic motivation will search for hedonic benefits like the convenience of product selection process and entertainment obtained during going shopping. Value means a number of tangible or intangible good benefit, and perceived cost by a customer (Kotler and Keller, 2009:14).
According to Babin et al., (2000) motivational value why people go shopping is divided into two, i.e. Individual's motivation to go shopping is different. Grocery shopping is Indonesian citizen behavior. One of the ways of needs fulfillment is going shopping. Utilitarian value, hedonic value, customer, satisfaction, repurchase intention, e-Commerce. Based on the Structural Equation Modeling, it is found that utilitarian and hedonic values are significant towards repurchase intention through customer satisfaction. The sampling method used for research is purposive sampling with 141 respondents who bought Berrybenka products.
Balai Pustaka.UTILITARIAN AND HEDONIC VALUES THAT INFLUENCE CUSTOMER SATISFACTION AND THEIR IMPACT ON THE REPURCHASE INTENTION: ONLINE SURVEY TOWARDS BERRYBENKA FASHION E-COMMERCE'S BUYERįaculty of Administrative Science, University of Brawijaya, Indonesia *E-mail: research aims to describe the influence of utilitarian and hedonic values toward customer satisfaction and repurchase intentions. Suryabrata, Sumadi, 1994, Metodologi Penelitian, Jakarta Tim Penyusun Kamus Pusat dan Pengembangan Bahasa, 1996, Kamus Besar Bahasa Indonesia, Jakarta, PT. Ninemeir, Jack D., 1991, Planning and Control for Food and Beverage Operations, Michigan, Edutional Institute of The American Hotel and Motel Association. Ninemeir, Jack D., 1990, Management of Food and Beverage Operations, Michigan, Edutional Institute of The American Hotel and Motel Association. Lattin, Gerald W., 1989, The Lodging and Food Service Industry, USA, Educational Institu of The American Hotel and Motel Association. Kotler, Philip and Gary Amstrong, 1991, Principles of Marketing, New Jersey, Prentice Hall. Griffin, 1994, Principles of Food & Beverage and Labor Cost Controls, New York, Van Nostrand Reinhold.
Davis, Bernard and Sally Stone, 1991, Food and Beverage Management, London, Butterworth-Heinemann Ltd. Jagels, 2001, Hospitality Management Accounting, Canada, John Wiley & Sons, Inc. Bell, Donald A., (1984), Food and Beverage Cost Control, USA, McCuthan Publishing Corporation. Akuntansi manajemen, Konsep, Manfaat, dan Rekayasa.
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