Pengaruh Utilitarian Value, Hedonic Value, Satisfaction, Word Of Mouth Terhadap Purchase Intention
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Tujuan penelitian ini dilaksanakan karena untuk analisis pengaruh utilitarian value, hedonic value, satisfaction, word of mouth terhadap purchase intention. Pada penelitian ini menggunakan utilitarian value, hedonic value sebagai variable independen, kemudian sebagai variabel mediasi adalah satisfaction, word of mouth dan variebel dependennya adalah purchase intention. Kemudian, penulis menggunakan cross sectional, yaitu pengumpulan informasi dari beberapa variabel secara sekaligus, dengan data primer dugunakan dalam penelitian ini dengan menyebarkan kuesioner secara digital oleh peneliti sebagai teknik memperoleh memperoleh informasi. Penyebaran kuesioner disebarkan secara online dengan media google form dalam bentuk link yang kemudian dibagikan ke responden melalui media sosial. Penelitian ini melibatkan sampel sebanyak 200 orang. Analisis pada penelitian ini menggunakan SmartPLS 3.0 yang membantu menguji hipotesis, dan SPPS 26 untuk mengolah data demografi responden. Hasil dari penelitian ini menunjukkan, bahwa satisfaction dan word of mouth memberikan pengaruh yang signifikan terhadap purchase intention, sedangkan hedonic value dan utilitrian value tidak memberikan pengaruh yang signifikan terhadap purchase intention. Oleh karena itu dapat disimpulkan, bahwa pengaruh atas ketertarikan dan promosi dari mulut ke mulut membuat masyarakat Kota Batam lebih tertarik dalam berbelanja produk fashion secara online.
Kata Kunci: Utilitarian Value; Hedonic Value; Purchase Intention; Satisfaction; Word of Mouth
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DOI: https://doi.org/10.37531/yum.v5i2.2784
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