The Impact of Utilitarian Value, Hedonic Value, and Brand Image of Modern Coffee Shop City of Malang on Customer Satisfaction
Abstract
The existence of modern coffee shops in Malang City is growing and encouraging the birth of coffee shops with all things modern nuances, one of factor is the number of students in Malang City is increasing year by year, so that this moment is used by entrepreneurs to establishing modern coffee shops in the city of Malang, but not all modern coffee shops can maintain their business because competition in introducing or selling products is not oriented to the characteristics of their consumers, this is a challenge for entrepreneurs to be able to understand the characteristics of their consumers well to be able to compete. The purpose of this study is to find out how the impact of utilitarian value, hedonic value, and brand image of modern coffee shops in Malang City on customer satisfaction by using a quantitative descriptive analysis method approach. The results of data analysis show that: 1) utilitarian value behavior that has a consumer has a significant effect on modern coffee shop customer satisfaction; 2) the hedonic value behavior that has consumers has a significant effect on modern coffee shop customer satisfaction; and 3) brand image embedded in consumers has a significant effect on modern coffee shop customer satisfaction.
References
Anderson K. C., Knight D. K., Pookulangara S., & Josiam, B. (2014). Influence of Hedonic and Utilitarian Motivations on Retailer Loyalty and Purchase Intention: a facebook perspective. Journal Retailing and Consumer Service. 21(5), 773-779. https://doi.org/10.1016/j.jretconser.2014.05.007
Batra, R., & Ahtola, O. L. (1991). Measuring the Hedonic and Utilitarian Sources of Consumer Attitudes. Marketing Letters. 2(2), 159-170.
Blythe, J. (2005). Essentials of Marketing: Third edition. Essex: Pearson Education Ltd.
Buttle, F. (2009). Customer Relationship Management Concepts and Technologies. Burlington: Elsevier.
Buttle, F. (2007). Customer Relationship Management (Manajemen Hubungan Pelanggan) : Concept and Tools. Malang: Bayumedia Publishing.
Derwentyana, R., & Dharmawan, C. (2011). Desain Interior Kedai Kopi dan Gaya Hidup Masyarakat di Indonesia (Studi Komparatif Gaya Hidup antara Konsumen Kedai Kopi Tradisional dan Kedai Kopi Modern). Majalah Ilmiah UNIKOM. 9(2).
Fajar, N. N. (2013). Pengaruh Hedonisme, Utilitarianisme, Citra Merek Terhadap Kepuasan Merek Pada Pengguna Harley Davidson Di Surabaya. Jurnal Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Hanzae, K. H., & Rezaeyeh, S. P. (2013). Investigation of The Effects of Hedonic Value and Utilitarian Value on Customer Satisfaction and Behavioural Intentions. African Journal of Business Management. 7 (11), 818-825.
Hermawan, K. (2009). New Wave Marketing, The World is Still Round The Market is Already Flat. Jakarta: Gramedia.
Hoyer, W. D, & MacInnis, D. J. (2010). Consumer Behavior. USA: South-Western.
Igiasi, T. S. (2017). Kedai Kopi Sebagai Ruang Publik: Studi Tentang Gaya Hidup Masyarakat Kota Tanjungpinang. Jurnal Masyarakat Maritim. 1(1). https://doi.org/10.31629/jmm.v1i1.1660
Kim, H. S. 2006. Using Hedonic and Utilitarian Shopping Motivations to Profile Inner City Consumers. Journal of Shopping Center Research. 13(1), 57-79.
Kotler, P., & Armstrong, G. (2012). Principles of Marketing. New Jersey: Prentice-Hall, Inc.
Kotler, P., & Keller, K. (2012). Marketing Management 14 Edition. New Jersey: Prentice Hall. Upper Sadle River.
Kotler, P., & Keller, K. (2007). Manajemen Pemasaran, Jilid I, Edisi Kedua belas. Jakarta: PT. Indeks.
Nurgiyantoro, B., & Marzuki, G. (2000). Statistik terapan untuk penelitian ilmu-ilmu sosial. Yogyakarta: Gajah Mada University Press.
Nurmala, S. (2016). Pengaruh Utilitarian Value Dan Hedonic Value Terhadap Kepuasan Konsumen Toserba. Jurnal Ilmu Manajemen, Universitas Galuh Ciamis. 3(1).
Subagio, H. (2011). Pengaruh Atribut Supermarket terhadap Motif Belanja Hedonik Motif Belanja Utilitarian dan Loyalitas Konsumen. Jurnal Manajemen Pemasaran, 6(1), 8-21. https://doi.org/10.9744/pemasaran.6.1.8-21
Rangkuti, F. (2002), Measuring Customer Satisfaction, Jakarta: Penerbit PT Gramedia Pustaka Utama.
Herliza, R., & Saputri, M. E. (2016). Pengaruh Brand Image Terhadap Kepuasan Pelanggan Studi Pada Zara Di Mall Pvj Bandung. e-Proceeding of Management. 3(2).
Sugiyono. P. D (2010). Statistika untuk Penelitian. Bandung: Alfabeta.
Yistiani, N., Yasa, N., & Suasana, I. (2012). Pengaruh Atmosfer Gerai Dan Pelayanan Ritel Terhadap Nilai Hedonik Dan Pembelian Impulsif Pelanggan Matahari Department Storeduta Plaza Di Denpasar. Matrik : Jurnal Manajemen, Strategi Bisnis Dan Kewirausahaan, 6(2). Retrieved from https://ojs.unud.ac.id/index.php/jmbk/article/view/2200
Copyright (c) 2021 Jurnal Ekonomi & Bisnis JAGADITHA
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Abstract viewed = 659 times
PDF downloaded = 686 times
