Management Analysis Journal
Vol 8 No 2 (2019): Management Analysis Journal

The Influence of Utilitarian Value and Hedonical Values on Customer Loyalty through Customer Satisfaction

Sari, Ayuk Nurmalita (Unknown)
Ardiansari, Anindya (Unknown)

Article Info

Publish Date
20 Jun 2019

Abstract

This study aims to determine the direct indirect influence of utilitarian value, hedonic value and customer satisfaction as an intervening variable on customer loyalty. The population of this research is customer of D?Bill Coffee & Resto. The number of sample is 107 respondents with purpose sampling technique through likert scale questionnaire. Data analysis using descriptive percentage and path analysis. The results show that utilitarian value affect customer loyalty, hedonic value affect customer loyalty and customer satisfaction influence customer loyalty and mediate the influence of utilitarian value and hedonic value on customer loyalty.

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Journal Info
Management Analysis Journal
Website

Abbrev

maj

Publisher

Universitas Negeri Semarang

Subject

Decision Sciences, Operations Research & Management

Description

Management Analysis Journal (MAJ) is an open-access electronic journal focusing on scientific work on the field of business. This journal applies the theory developed from business research and connects it to actual business situations. The articles within this journal are published quarterly ...