Rosa, Aslamia and Yunita, Dessy (2014) PENGARUH UTILITARIAN DAN HEDONIC SHOPPING VALUE TERHADAP KESETIAAN BERBELANJA DI PASAR TRADISIONAL DENGAN VARIABEL KEPUASAN SEBAGAI INTERVENING (STUDI KASUS PASAR CINDE PALEMBANG). In: Seminar Nasional dan Silatnas IV FORDEBI, 23 -24 Oktober 2014, Universitas Sriwijaya.
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Abstract
This research is a case study on the Cinde market where this research seeks to reveal whether Utilitarian and Hedonic Value Value can affect consumer satisfaction, and whether satisfaction may be an intervening variable in the relationship Utilitarian and Hedonic Value to Loyalty, last wish is also unknown whether the Utilitarian Value and Hedonic Value can directly affect loyalty. To the analytical technique used is Path Analysis. The data used and processed for analysis is primary data, obtained from 175 respondents. Intake of respondents using purposive sampling method. The results of data processing show that satisfaction is an intervening variable, in relation to the Utilitarian and Hedonic Value loyalty. But even so Utilitarian and Hedonic Value was also able to directly affect consumer loyalty. Keyword: Utilitarian, Hedonic Value, Consumer Satisfiction
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Depositing User: | SE, MM Dessy Yunita |
| Date Deposited: | 20 Jan 2020 08:29 |
| Last Modified: | 20 Jan 2020 08:29 |
| URI: | http://repository.unsri.ac.id/id/eprint/24645 |
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