PENGARUH HEDONIC VALUE DAN UTILITARIAN VALUE TERHADAP KEPUASAN PELANGGAN DAN BEHAVIORAL INTENTIONS PADA RESTORAN BONCAFE DI SURABAYA
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Abstract
Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh perceived hedonic value dan perceived utilitarian value terhadap behavioral intentions melalui customer satisfaction pada Restoran Boncafe Surabaya, Indonesia. Pengolahan data dilakukan dengan menggunakan pendekatan kualitatif dengan model Structural Equation Modeling (SEM) dengan software Amos 20. Data diperoleh secara langsung dari resonden yang memenuhi karakteristik populasi yang ditentukan dengan menyebarkan kuesioner. Penelitian ini menggunakan sampel berupa responden yang berdomisili di Surabaya yang pernah mengunjungi Restoran Boncafe. Jumlah sampel yang digunakan dalam penelitian ini sebanyak 160 responden. Hasil penelitian ini menunjukkan adanya pengaruh perceived hedonic value dan perceived utilitarian value terhadap behavioral intentions melalui customer satisfaction pada Restoran Boncafe Surabaya, Indonesia. Sedangkan, perceived utilitarian value lebih kuat dibandingkan perceived hedonic value terhadap customer satisfaction di Restoran Boncafe tidak terbukti. Perceived utilitarian value lebih kuat dibandingkan perceived hedonic value terhadap behavioral intentions di Restoran Boncafe juga tidak terbukti.
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