PENGARUH EXPERIENTIAL, HEDONIC, DAN UTILITARIAN VALUES TERHADAP LOYALITAS KONSUMEN WILDTIME & CO

Abstract

ABSTRAKPenelitian ini bertujuan untuk mengkaji pengaruh variabel experiential, hedonic, dan utilitarian values terhadap loyalitas konsumen wildtime & co. Penelitian ini menggunakan penelitian kuantitatif dengan metode penelitian deskriptif. Tiga hipotesis diajukan didalam penelitian ini. Untuk menguji hipotesis tersebut, dilakukan penyebaran kuesioner terhadap 100 orang responden. Metode kuantitatif dalam penelitian ini meliputi uji validitas, uji reliabilitas, pengujian hipotesis yang meliputi uji t dan koefesien determinasi (R2). Adapun teknik analisis data yang digunakan adalah analisis regresi linear berganda. Hasil penelitian menunjukkan bahwa experiential tidak berpengaruh terhadap loyalitas konsumen, sedangkan hedonic, dan utilitarian berpengaruh secara signifikan terhadap loyalitas konsumen. Penjelasan lebih lanjut mengenai hasil penelitian, implikasi dan saran dapat dilihat pada penelitian ini.Kata kunci : Experiential, Hedonic, Utilitarian, Loyalitas Konsumen.ABSTRACTThis research aims to examine the influence of experiential, hedonic and utilitarian values variables on wildtime & co consumer loyalty. This research uses quantitative research with descriptive research methods. Three hypotheses were proposed in this research. To test this hypothesis, questionnaires were distributed to 100 respondents. Quantitative methods in this research include validity tests, reliability tests, hypothesis testing which includes tests and coefficient of determination (R2). The data analysis technique used is multiple linear regression analysis. The research results show that experiential has no effect on consumer loyalty, while hedonic and utilitarian have a significant effect on consumer loyalty. Further explanation of the research results, implications and suggestions can be seen in this research.Keywords: Experiential, Hedonic, Utilitarian, Consumer Loyalty.