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All Journal Jurnal Manajemen dan Kewirausahaan (JMDK)
Sunaryo Sunaryo
Fakultas Ekonomi dan Bisnis, Universitas Brawijaya
Decision Sciences, Operations Research & Management

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Pengaruh Nilai Hedonis Dan Nilai Utilitarian Terhadap Behavioral Intention, Dengan Word Of Mouth (Wom) Sebagai Variabel Mediasi Windah Estrilia Somba; Sunaryo Sunaryo; Mugiono Mugiono
Jurnal Manajemen dan Kewirausahaan Vol 6, No 1 (2018): June 2018
Publisher : University of Merdeka Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26905/jmdk.v6i1.2071

Abstract

The purpose of this study is to analyze the direct and indirect effect of hedonic value, utilitarian value, word of mouth, and behavioral intention of consumer in Casa Baio Paradise Resort, Sulawesi Utara. This study uses questionnaires as the research instrument with 108 respondents as the sample. Sampling technique is purposive sampling. This study uses Partial Least Square (PLS) to analyzed the data. The result shows that there are : 1) a significant direct effect of hedonic value to word of mouth; 2) utilitarian value to word of mouth; 3) utilitarian value and word of mouth to behavioral intention. This study also confirm that word of mouth full mediates the influence of hedonic value to behavioral intention and partial mediates the influence of utilitarian value to behavioral intention. The other result shows that there is no significant relationship between hedonic value and behavioral intention.  https://doi.org/10.26905/jmdk.v6i1.2071
Co-Authors Mugiono Mugiono Windah Estrilia Somba