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

  • Qomariah Gladis Oktaviani Jurusan Manajemen Fakultas Bisnis dan Ekonomika Universitas Surabaya
Abstract Views: 496 times
PDF - FULL TEXT Downloads: 1323 times
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.

Downloads

Download data is not yet available.

References

Afifah, N., Asnan, A., 2015, “The Impact of Corporate Social Responsibility, Service Experience and Intercultural Competence on Customer Company Identification, Customer Satisfaction and Customer Loyalty (Case Study: PDAM Tirta Khatulistiwa Pontianak West Kalimantan)”, 2nd Global Conference on Business and Social Science, Vol. 211, pp. 277 – 284

Amin, M., Nasharuddin. N.Z., 2013, “Hospital service quality and its effects on patient satisfaction and behavioural intention”, Clinical Governance: An International Journal, Vol. 18, No. 3, pp. 238 – 254

Babin, B.J., Lee, Y.K., Kim, E.J., Griffin, M., 2005, “Modeling consumer satisfaction and word-of-mouth: restaurant patronage in Korea”, Journal of Services Marketing, Vol. 19, No. 3, pp. 133 – 139

Chang. H.H, Wang, H.W, 2011, "The moderating effect of customer perceived value on online shopping behaviour", Online Information Review, Vol. 35 Iss 3 pp. 333 – 35

Dovaliene, A., Masiulyte, A., Piligrimiene, Z., 2015, “The relations between customer engagement, perceived value and satisfaction: the case of mobile applications”, 20th International Scientific Conference Economics and Management, Vol. 213, pp. 659 – 664

Ferdinand, Augusty, 2002, Structural Equation Modelling dalam Penelitian Manajemen, edisi 2, Badan Penerbit Universitas Diponegoro, Semarang.

Ghozali, Imam, 2005, Structural Equation Modelling, Badan Penerbit Universitas Diponegoro, Semarang.

Hair et al., 2010, Multivariate Data Analysis, 7th edition, Pearson Prentice Hall Inc, New Jersey.

Hapsari, R., Clemes, M., Dean, D., 2016, “The Mediating Role of Perceived Value on the Relationship between Service Quality and Customer Satisfaction: Evidence from Indonesian Airline Passengers”, 7th International Economics & Business Management Conference, Vol. 35, pp. 388 – 395

Jang, S.C., Ha, J., 2010, “Perceived values, satisfaction, and behavioral intentions: The role of familiarity in Korean restaurants”, International Journal of Hospitality Management, Vol. 29, pp. 2–13

Jani, D., Han, H., 2011, “Investigating the key factors affecting behavioral intentions”, International Journal of Contemporary Hospitality Management, Vol. 23, No. 7, pp. 1000 – 1018

Kang, J., Poaps, H.P., 2010, “Hedonic and utilitarian shopping motivations of fashion leadership”, Journal of Fashion Marketing and Management: An International Journal, Vol. 14, No. 2, pp. 312 – 328

Kline, Rex, B., 2005, Principles and Practice of Structural Equation Modelling, 2nd edition, The Guildford Press.

Ladhari, R., 2009, “Service quality, emotional satisfaction, and behavioural intentions", Managing Service Quality: An International Journal, Vol. 19, No.3, pp. 308 – 331

Liang, R.D., Zhang, J.S., 2011, “The Effect Of Service Interaction Orientation On Customer Satisfaction And Behavioral Intention: The Moderating Effect Of Dining Frequency” 7th International Strategic Management Conference, Vol. 24, pp. 1026–1035

Marsum, W.A, 2005, Restoran dan Segala Permasalahannya, Penerbit Andi, Yogyakarta
Published
2017-09-01
Issue
Vol. 6 No. 2 (2018): Calyptra : Jurnal Ilmiah Mahasiswa Universitas Surabaya (Maret)
Section
Bidang Manajemen (M)

Creative Commons License

  • Articles published in CALYPTRA are licensed under a Creative Commons Attribution-ShareAlike 4.0 International license. You are free to copy, transform, or redistribute articles for any lawful purpose in any medium, provided you give appropriate credit to the original author(s) and the journal, link to the license, indicate if changes were made, and redistribute any derivative work under the same license.
  • Copyright on articles is retained by the respective author(s), without restrictions. A non-exclusive license is granted to CALYPTRA to publish the article and identify itself as its original publisher, along with the commercial right to include the article in a hardcopy issue for sale to libraries and individuals.
  • By publishing in CALYPTRA, authors grant any third party the right to use their article to the extent provided by the Creative Commons Attribution-ShareAlike 4.0 International license.