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All Journal Prosiding Seminar Nasional Ilmu Sosial dan Teknologi (SNISTEK)
Betty Leindarita
Sekolah Tinggi Ilmu Ekonomi (STIE) Tanjungpinang
Computer Science & IT Economics, Econometrics & Finance Social Sciences Other

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Pengaruh Utilitarian Value Dan Hedonik Value terhadap Kepuasan Pelanggan Toserba Ridho di Bintan Betty Leindarita
Prosiding Vol 3 (2020): SNISTEK
Publisher : LPPM Universitas Putera Batam

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Abstract

The purpose of this research was to determine: 1). Utilitarian value an affects on customer satisfaction, 2). Hedonic Value has an effect on customer satisfaction. 3) To find out whether utilitarian value and hedonic value affect on customer satisfaction. 4) To measure how much influence the utilitarian value and hedonic value have on customer satisfaction. This research is quantitative descriptive. The technique of collecting data using a questionnaire. The population in this study were the customers of Ridho Toserba in Bintan. The sampling method using the Slovin formula, then taken as many as 423 respondents. The results of this study were obtained: the results of the t test variable Utilitarian Value (X1) on customer satisfaction (Y) obtained t value of 5.905 which is greater than the t table (5.905 > 1.9719) with a significance of less than 0.05 ( 0.000 <0.05). In the hedonic variable value (X2) to customer satisfaction (Y), the value of t arithmetic 136,479 which is greater than t table (136,479 > 1.9719) with a significance of less than 0.05 (0.000 <0.05). The Multiple linear regression equation Y = (-1.351) + 0.413 (X1) + 0.674 (X2) + e. The conclusion of this study is it is known that the Utilitarian value and Hedonic Value variabels that influence customer satisfaction of Toserba Ridho in Bintan.
Pengaruh Kelompok Referensi dan Kepercayaan Terhadap Keputusan Pembelian Pada Cumi Store Tanjungpinang Maryati Maryati; Betty Leindarita
Prosiding Vol 3 (2020): SNISTEK
Publisher : LPPM Universitas Putera Batam

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Abstract

The purpose of this research was to analyze the influence of reference groups and beliefs on purchasing decisions at Cumi Store Tanjungpinang. This research used quantitative descriptive research. The technique of collecting data using a questionnaire. The population in this study were buyers who had shopped at Cumi Store Tanjungpinang. The sampling method using the Slovin formula, then taken as many as 91 respondents The t test results on the reference group variable (X1) on the purchasing decision variable (Y) produce t count of (2.114)> t table (1.663) and have a significance of 0.037 less than 0.05. The t test results on the trust variable (X2) on the purchasing decision variable (Y) produce t count of (2.608)> t table (1.663) and have a significance of 0.045 less than 0.05. Meanwhile, the results showed Y = 2.656 + 0.194 X1 + 0.137 X2 + e. The conclusion obtained based on testing shows that the reference group variable and the trust variable partially and simultaneously have a positive and significant effect on purchasing decisions at Cumi Store Tanjungpinang. With the Adjusted R Square contribution of 75.6%, the decision is influenced by the reference and belief group variables, while the remaining 24.4% is influenced by other factors that are not included in this study.
Co-Authors Maryati Maryati