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Affiliations
Ayuk Nurmalita Sari
Universitas Negeri Semarang
Anindya Ardiansari
Universitas Negeri Semarang
How to Cite
The Influence of Utilitarian Value and Hedonical Values on Customer Loyalty through Customer Satisfaction
Vol 8 No 2 (2019): Management Analysis Journal
Submitted: Sep 25, 2018
Published: Jun 20, 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.