PENGARUH HEDONIC VALUE DAN UTILITARIAN VALUE TERHADAP CUSTOMER SATISFACTION DAN BEHAVIOURAL INTENTIONS

  • Qomariah Gladis Oktaviani Jurusan Manajemen Fakultas Bisnis dan Ekonomika Universitas Surabaya
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Keywords: Nilai Hedonis, Nilai Utilitarian, Kepuasan Pelanggan, Niat Perilaku Kembali

Abstract

Bisnis Restoran di Surabaya yang berkembang pesat membuat warga di Surabaya sangat tertarik menikmati pengalaman makan di berbagai restoran, salah satunya adalah Carl’s Jr Darmo Surabaya. Carl’s Jr Darmo Surabaya adalah fast casual restaurant yang merupakan salah satu restoran terbaik di Surabaya. Beberapa peneliti meneliti terdapat dua nilai yang mempengaruhi perilaku pelanggan yaitu nilai hedonis dan nilai utilitarian. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh nilai hedonis dan nilai utilitarian pada kepuasan pelanggan dan niat perilaku kembali pelanggan di restoran Carl’s Jr Darmo Surabaya. Penelitian ini menggunakan sampel sebanyak 250 responden yang pernah makan di Carl’s Jr Darmo Surabaya minimal satu kali dalam 3 bulan terakhir. Penelitian ini menggunakan pendekatan kuantitatif. Pengolahan data dalam penelitian ini menggunakan software SPSS dan metode pengolahan SEM (Structural Equation Modelling). Hasil penelitian ini adalah terdapat pengaruh positif nilai hedonis dan nilai utilitarian terhadap kepuasan pelanggan pada pelanggan Carl’s Jr Darmo Surabaya. Selain itu, terdapat pengaruh positif nilai hedonis dan nilai utilitarian terhadap niat berperilaku pada pelanggan Carl’s Jr Darmo Surabaya. Hasil penelitian ini juga menemukan pengaruh positif kepuasan pelanggan pada niat berperilaku pada pelanggan Carl’s Jr Darmo Surabaya.

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Published
2017-09-01
Issue
Vol. 6 No. 2 (2018): Calyptra : Jurnal Ilmiah Mahasiswa Universitas Surabaya (Maret)
Section
Bidang Manajemen (M)

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