Ardini Putri, Dhea (2023) PENGARUH NILAI UTILITARIAN DAN NILAI HEDONIS TERHADAP LOYALITAS PELANGGAN DENGAN KEPUTUSAN BELI SEBAGAI VARIABEL INTERVENING (Studi Pada Pelanggan Joya Poya di Cilegon). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
The purpose of this study is to see how Utilitarian Values (X1) and Hedonic Value (X2) affect Customer Loyalty (Y) as mediated by Purchase Decision (Z) for Joya Poya Customers in Cilegon. This study employs quantitative research with a descriptive approach. The population in this study was all Joya Poya customers in Cilegon, and the sample was some Joya Poya customers who were collected data using the Semantic Differential Scale (Agree-Disagree Scale). In this study, the data was analyzed using Partial Least Squares (PLS) and the SmartPLS 3.0 analysis tool. The results of the study show that: (1) Utilitarian Value has a positive and significant effect on Customer Loyalty. (2) Hedonic value has a negative and insignificant effect on customer loyalty. (3) Utilitarian value has a positive and significant effect on the Purchase Decision. (4) The hedonic value has a positive and significant effect on the purchase decision. (5) Buying Decision has a positive and significant effect on Customer Loyalty. (6) Utilitarian Value has a positive and significant effect on Customer Loyalty which is mediated by Purchase Decision. (7) Hedonic Value has a positive and significant effect on Customer Loyalty which is mediated by Purchase Decision.
| Item Type: | Thesis (S1) | ||||||
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| Additional Information: | Tujuan dari Penelitian ini adalah untuk melihat bagaimana Nilai Utilitarian (X1) dan Nilai Hedonis (X2) mempengaruhi Loyalitas Pelanggan (Y) yang dimediasi oleh Keputusan Beli (Z) pada pelanggan Joya Poya Di Cilegon. Penelitian ini menggunakan penelitian kuantitatif dengan pendekatan deskriptif. Populasi dalam penelitian ini adalah seluruh pelanggan Joya Poya di Cilegon dan sampelnya adalah beberapa pelanggan Joya Poya yang pengambilan datanya menggunakan Semantic Differential Scale (Agree-Disagree Scale). Dalam penelitian ini, data dianalisis menggunakan Partial Least Squares (PLS) dan alat analisis SmartPLS 3.0. Hasil penelitian menunjukkan bahwa : (1) Nilai Utilitarian berpengaruh positif dan signifikan terhadap Loyalitas Pelanggan. (2) Nilai Hedonis berpengaruh negatif dan tidak signifikan terhadap Loyalitas Pelanggan. (3) Nilai Utilitarian berpengaruh positif dan signifikan terhadap Keputusan Beli. (4) Nilai Hedonis berpengaruh positif dan signifikan terhadap Keputusan Beli. (5) Keputusan Beli berpengaruh positif dan signifikan terhadap Loyalitas Pelanggan. (6) Nilai Utilitarian berpengaruh positif dan signifikan terhadap Loyalitas Pelanggan yang dimediasi oleh Keputusan Beli. (7) Nilai Hedonis berpengaruh positif dan signifikan terhadap Loyalitas Pelanggan yang dimediasi oleh Keputusan Beli. | ||||||
| Uncontrolled Keywords: | Utilitarian Value, Hedonic Value, Buy Decision, Customer Loyalty. Nilai Utilitarian, Nilai Hedonis, Keputusan Beli, Loyalitas Pelanggan. | ||||||
| Subjects: | H Social Sciences > HF Commerce H Social Sciences > HF Commerce |
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| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen |
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| Depositing User: | Dhea Ardini Putri | ||||||
| Date Deposited: | 28 Aug 2023 12:10 | ||||||
| Last Modified: | 26 Oct 2023 11:13 | ||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/27203 |
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