Analisis Pengaruh Utilitarian Shopping Value Dan Hedonic Shopping Value Terhadap Customer Satisfaction Dan Repurchase Intention Matahari Department Store Di Surabaya

Abstract

Indonesia 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 industry 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 everyone either men, women, youth, the elderly and children will never be separated from need for fashion. This study aimed to determine the factors that influence consumers' purchasing intentions for products of Matahari Department Store in Surabaya. The samples used in this research that consumers who live in the city of Surabaya who shop at Matahari Departent Store in the last three months for 120 respondents. For repurchase 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 shopping 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 terhdap repurchase intention and no significant influence of utilitarian shopping value on repurchase intention. The empirical findings indicate that customer satisfaction has a significant influence most to repurchase intention. Based on these empirical findings also point out that utilitarian shopping value and 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.