PENGARUH EXPERIENTIAL, HEDONIC, DAN UTILITARIAN VALUES TERHADAP  LOYALITAS KONSUMEN WILDTIME & CO

Authors

Experiential, Hedonic, Utilitarian, Loyalitas Konsumen., Experiential, Hedonic, Utilitarian, Consumer Loyalty

ABSTRAK

Penelitian ini bertujuan untuk mengkaji pengaruh variabel experiential, hedonic, dan

utilitarian values terhadap loyalitas konsumen wildtime & co. Penelitian ini menggunakan

penelitian kuantitatif dengan metode penelitian deskriptif. Tiga hipotesis diajukan didalam

penelitian ini. Untuk menguji hipotesis tersebut, dilakukan penyebaran kuesioner terhadap 100

orang responden. Metode kuantitatif dalam penelitian ini meliputi uji validitas, uji reliabilitas,

pengujian hipotesis yang meliputi uji t dan koefesien determinasi (R2). Adapun teknik analisis

data yang digunakan adalah analisis regresi linear berganda. Hasil penelitian menunjukkan

bahwa experiential tidak berpengaruh terhadap loyalitas konsumen, sedangkan hedonic, dan

utilitarian berpengaruh secara signifikan terhadap loyalitas konsumen. Penjelasan lebih lanjut

mengenai hasil penelitian, implikasi dan saran dapat dilihat pada penelitian ini.

ABSTRACT

This research aims to examine the influence of experiential, hedonic and utilitarian

values variables on wildtime & co consumer loyalty. This research uses quantitative research

with descriptive research methods. Three hypotheses were proposed in this research. To test

this hypothesis, questionnaires were distributed to 100 respondents. Quantitative methods in

this research include validity tests, reliability tests, hypothesis testing which includes tests and

coefficient of determination (R2). The data analysis technique used is multiple linear regression

analysis. The research results show that experiential has no effect on consumer loyalty, while

hedonic and utilitarian have a significant effect on consumer loyalty. Further explanation of

the research results, implications and suggestions can be seen in this research.