Examining Customer Value in Making Repeat Purchases Online Travel Agent Pegipegi

Firdha Apsyari
Ahyar Yuniawan

Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences
Vol 5, No 3 (2022): Budapest International Research and Critics Institute August

This study aims to determine the effect of hedonic values, social values on customer satisfaction and their impact on customer loyalty online travel agents Pegipegi. This study uses four variables, namely hedonic value, social value, customer satisfaction and customer loyalty. The population used in this study were all customers of Pegipegi's online travel agent in Indonesia, involving 134 respondents who were selected by purposive sampling with non-probability sampling technique. This study uses structural equation modeling (SEM) with the AMOS program. The results of this study indicate that hedonic values and social values have a positive and significant influence on customer satisfaction. Meanwhile, customer satisfaction has a positive and insignificant effect on customer loyalty.