Research Article
Analysis of the Effect of Utilitarian Value and Hedonic Value on Customer Loyalty Mediated by Purchase Intention (Study at Hasanuddin International Airport, Indonesia)
@INPROCEEDINGS{10.4108/eai.17-12-2022.2333332, author={Agung Budiarto and Budhi Haryanto and Ahmad Ikhwan Setiawan}, title={Analysis of the Effect of Utilitarian Value and Hedonic Value on Customer Loyalty Mediated by Purchase Intention (Study at Hasanuddin International Airport, Indonesia)}, proceedings={Proceedings of the International Conference on Economic, Management, Business and Accounting, ICEMBA 2022, 17 December 2022, Tanjungpinang, Riau Islands, Indonesia}, publisher={EAI}, proceedings_a={ICEMBA}, year={2023}, month={6}, keywords={utilitarian value hedonic value purchase intention customer loyalty}, doi={10.4108/eai.17-12-2022.2333332} }- Agung Budiarto
Budhi Haryanto
Ahmad Ikhwan Setiawan
Year: 2023
Analysis of the Effect of Utilitarian Value and Hedonic Value on Customer Loyalty Mediated by Purchase Intention (Study at Hasanuddin International Airport, Indonesia)
ICEMBA
EAI
DOI: 10.4108/eai.17-12-2022.2333332
Abstract
This research is about airports, but in the context of non-aviation services. The purpose of the study is to examine the effect of utilitarian value and hedonic value directly on customer loyalty, and indirectly through mediator purchase intention. Quantitative research approach. The research location is at Hasanuddin International Airport, Makassar, Indonesia. The research time is only one time, namely 2023. Primary data collection techniques through surveys with closed questionnaire instruments using ordinal scales, in this case Likert Scale 1-5 (1=strongly disagree, 5=strongly agree). The population is a business class passenger or full service airline (FSA). The sample amounted to 327 participants with incidental sampling technique. Data analysis techniques using SEM-PLS. The results showed a positive and significant influence on the influence of Utilitarian on purchase intention, partial hedonic value on purchase intention, and customer loyalty, and the influence of purchase intention on customer loyalty. Only the effect of utilitarian value on customer loyalty has an insignificant effect. Purchase intention mediates the effect of utilitarian value on customer loyalty, and the effect of hedonic value on customer loyalty.