PENGARUH MONETARY SAVINGS, SELECTION, CONVENIENCE, CUSTOMIZED PRODUK, ENTERTINMENT, EXPLORATION, PLACE ATTACHMENT, SOCIAL STATUS, UTILITARIAN VALUE, HEDONIC VALUE, COSTUMER SATISFACTION DAN REPURCHASE INTENTION TERHADAP SMARTPHONE IPHONE 8 DI SURABAYA

Abstract

One of the high-tech-based products that make a major contribution to people's lives is a cellphone. Mobile phones undergo transformation into increasingly sophisticated smartphones that are often the needs of the public. Cellular telephone technology supported by the internet has become a driving force in facilitating transactions in various cellular telephone services. Marketers have recognized that cell phone services are a new source of revenue and can use personalized marketing tools to reach targeted consumer groups because a large number of new styles of smart phones have been launched into the market. One of the manufacturers who develop premium smartphones is the company Apple Inc. Apple sells premium products at premium prices, one of which is the iPhone. This study aimed to analyze the factors that influence Utilitarian Value, namely the influence of Monetary Savings, Selection, Convenience, Costomized Products, Hedonic Value, namely the influence of Entertainment, Exploration, Place Attachment, Social Status variables on Customer Satisfaction and Repurchase Intention on iPhone 8 in Surabaya. The sample used in this study was the distribution of questionnaires to 180 respondents, namely all iphone 8 users in Surabaya. Respondents who had bought and used the iPhone 8 in the past year, were domiciled in the city of Surabaya, aged at least 18-60 years. Processing and data analysis techniques using SPSS. Results obtained of 11 hypotheses 9 were accepted while 2 hypotheses were rejected. Convenience affects the Utilitarian value received at the level of sig. 0.001 <tig. 0.05. Customized products affect the Utilitarian value received at the level of sig, 0,000 <0.05. Entertainment influences the Hedonic value received at the level of sig. 0.005 <t sig. 0.05. Exploration affects the Hedonic value accepted by the level of sig. 0.001 <tig. 0.05. Attachment effect on hedonic value is accepted with the level of sig. 0,000 <tig. 0.05. Social Status influences the hedonic value accepted by the level of sig. 0,000 <tig. 0.05. Monetary saving effect on Utilitarian value is rejected with the level of sig.0,113> t sig. 0.05 Selection effect on Utilitarian value is rejected with sig level. 0.512> tig. 0.05