ANALISIS PENGARUH UTILITARIAN SHOPPING VALUE DAN HEDONIC SHOPPPING VALUE TERHADAP CUSTOMER SATISFACTION DAN REPURCHASE INTENTION MATAHARI DEPARTMENT STORE DI SURABAYA

Abstract

Indoensia is a country that has a large population with per capita income of Indonesia's population continues to increase resulting in increased purchasing power, which in turn impact the growth of retail industry in the country. Growth seen in the retail as a whole also contains information product retail fashion industry growth. Over time the human need for clothing is not just a mere necessity but has become a lifestyle demands, as a result of growth in the field of fashion is always moving dynamically, because veryone either men, mowen, youth, the ederly and chiledren will never be separated from need for fashion. This study aimed to determine the factors that influence consumers purchasing intention for product of Matahari Departement Store in Surabaya. The samples used in this research that consumers who live in the city of Surabaya who shop at Matahari Department Store in the last three months for 120 respondents. For rephurcase intention and analyzing the data in this study is by using Structural Equation Modeling (SEM) with LISREL 8.8 software as the software to process the data. The analysis showed that utilitarian shoppin value and hedonic shopping value significant effect on customer satisfaction and a significant effect on repurchase intention. Moreover, there is significant influence of hedonic shopping value repurcahase intention and no significant influence of utilitarian shoppinf value on repurchase intention. The empirical findings indicate that customer satisfaction has a significant influence moet to repurchase intention. Based in these empirical findings also point out that utilitarian shopping value dan hedonic shopping value significant effect on customer satisfaction. Hedonic shopping has significant direct effect on repurchase intention, while utilitarian shopping has not significant direct effect on repurchase intention, so that the necessary mediating role is customer satisfaction