PENGARUH HEDONIC VALUE DAN UTULITARIAN VALUE TERHADAP KEPUASANAN KONSUMEN DAN ONLINE REPURCHASE INTENTION DI TOKOPEDIA

This study aims to analyze the effect of Hedonic Value and Utilitarian Value on customer satisfaction and Online Repurchase Intention in Tokopedia. The development and advancement of E-Commerce has become a common thing in society, the facilities available make this platform an increasing demand in all market segments. From access to access to the speed of E-commerce services, it is an attraction for consumers. Hedonic Value, Utilitarian Value, Customer Satisfaction and Online Purchase Intention are used as references for consumers in Indonesia to determine purchasing decisions. In this study, data were collected from 146 selected respondents who had bought on Tokopedia and were at least over 17 years old. The technique specified in sampling is using non-probability sampling with purposive sampling method and questionnaires using Google Forms. The analytical tool used is Structural Equation Modeling (SEM) with the AMOS 22 application program. Based on the analysis that has been obtained, Hedonic Value has a positive effect on customer satisfaction, then Utilitarian Value has a positive effect on customer satisfaction, then Hedonic Value has a positive effect on Online Repurchase Intention, then Utilitarian Value has a positive effect on Online Repurchase Intention. As well as the consumer satisfaction variable as a mediating variable has a positive effect on Online Repurchase Intention in Tokopedia.