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Go Back       Himalayan Journal of Economics and Business Management | Volume:4 Issue:3 | May 11, 2023
142 Downloads255 Views

DOI : 10.47310/Hjebm.2023.v04i03.005       Download PDF       HTML       XML

Hedonis Value and Utilitarian Values on Word of Mouth and Repurchase Intention at Basmalah Shop in Bondowoso

Alvin Dwi Haryono Dede Cristanto, Diah Yulisetiarini, Sudaryanto

Master of Management Study Program, Faculty of Economics and Business University of Jember, Indonesia Kalimantan Street No. 37, Earth Campus Tegal Boto, Jember, East Java 68121, Indonesia

*Corresponding Author

Alvin Dwi Haryono Dede Cristanto

Article History

Received: 25.04.2023

Accepted: 30.04.2023

Published: 11.05.2023

Abstract: Consumer preference in purchase decisions is very determining the course of retail business in Indonesia, many consumer motives in making purchases can be one of the marketers' considerations in marketing its products. Basmalah is one of the retail stores that uses religious values to attract consumers who have ethnic Muslim values. This research aims to prove the existence of hedonistic and utilitarian values against word of mouth and Repurchase Intention in the Basmalah Store in Bondowoso. This research is categorized as confirmatory research (explanatory research), because this research is intended to test the relationship between variables and explain the causal relationship (cause-effect) between the variables through the testing of hypotheses that have been formulated. Exogenous variables are hedonist values and utilitarian values, while for endogeneous variables, word of mouth and repurchase intention. This research uses a purposive sampling approach which is a technique of sample-taking based on defined characteristics. As for the characteristics of control established are respondents who have made purchasing transactions repeatedly at least 2 times at the Basmalah Store in the Bondowoso district and are at least 18 years of age and above with the consideration that respondents with the age of 18 years have grown up in giving answers to the survey questionnaire. The total number of respondents used in this study was 120 people. The analysis in this study was SEM (Structural Equation Modelling) and then processed using SPSS version 27 for windows and AMOS version 24 for windows used for testing Measurement Model and Structural Model. The results of this study showed that all the variables in the hypothesis are endorsed and the most influential are the utilitarian value variables versus word of mouth.

Keywords: hedonist value, utilitarian value, word of mouth and repurchase intention

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