The Impact of Hedonic, Utilitarian Value, and Perceived Quality Toward Costumer Loyalty in Cosmetic Industry
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Published:
Apr 30, 2022
Keywords:
Utilitarian, Hedonic Value, Customer Loyalty
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Abstract
This study examined hedonic value, utilitarian value, perceived quality and customer satisfaction and their impact on consumer loyalty. Data collected used questionnaires with Likert scale 1-5 to measure respondents' responses. The sampling method used in this research was purposive sampling. Data collection was carried out on people who live in Surakarta Residency by distributing questionnaires online using Google Form. Data collection was carried out on February 15, 2021 to February 28, 2021 with a total 157 respondents. The findings of this study confirm that hedonic value has no effect on customer satisfaction and customer loyalty. Utilitarian values have an influence on customer satisfaction and customer loyalty. Meanwhile, perceived quality has a direct influence on customer satisfaction and has no effect on consumer loyalty.
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Copyright (c) 2022 Kussudyarsana Kussudyarsana, Naisha Indraswari
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
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Santoso, I. (2015). Peran Nilai Utilitarian Dan Hedonis Terhadap Kepuasan Dan Loyalitas Konsumen Minuman Probiotik. Jurnal Manajemen Dan Agribisnis, 13(3), 183–191. https://doi.org/10.17358/jma.13.3.183
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White, C. J., & Tong, E. (2019). On linking socioeconomic status to consumer loyalty behaviour. Journal of Retailing and Consumer Services, 50(October 2018), 60–65. https://doi.org/10.1016/j.jretconser.2019.05.001
Yoo, J., & Park, M. (2016). The effects of e-mass customization on consumer perceived value, satisfaction, and loyalty toward luxury brands. Journal of Business Research, 69(12), 5775–5784. https://doi.org/10.1016/j.jbusres.2016.04.174
Ali Abumalloh, R., Ibrahim, O., & Nilashi, M. (2020). Loyalty of young female Arabic customers towards recommendation agents: A new model for B2C E-commerce. Technology in Society, 61, 101253. https://doi.org/10.1016/j.techsoc.2020.101253
Chang, E. C., Lv, Y., Chou, T. J., He, Q., & Song, Z. (2014). Now or later: Delay’s effects on post-consumption emotions and consumer loyalty. Journal of Business Research, 67(7), 1368–1375. https://doi.org/10.1016/j.jbusres.2013.08.016
Fitriani, W. R., Mulyono, A. B., Hidayanto, A. N., & Munajat, Q. (2020). Reviewer’s communication style in YouTube product-review videos: does it affect channel loyalty? Heliyon, 6(9), e04880. https://doi.org/10.1016/j.heliyon.2020.e04880
García-Fernández, J., Gálvez-Ruíz, P., Fernández-Gavira, J., Vélez-Colón, L., Pitts, B., & Bernal-García, A. (2018). The effects of service convenience and perceived quality on perceived value, satisfaction and loyalty in low-cost fitness centers. Sport Management Review, 21(3), 250–262. https://doi.org/10.1016/j.smr.2017.07.003
Huang, P. L., Lee, B. C. Y., & Chen, C. C. (2019). The influence of service quality on customer satisfaction and loyalty in B2B technology service industry. Total Quality Management and Business Excellence, 30(13–14), 1449–1465. https://doi.org/10.1080/14783363.2017.1372184
Mudrajat, A., Setyarti, E., & Winasis, R. S. (2017). D. Pengaruh Nilai Utilitarian Dan Nilai Terhadap Loyalitas Pelanggan. Economics and Sustainable Development, 2(1), 35. https://doi.org/10.54980/esd.v2i1.52
Puspasari, M. A., Sari, T., Pratama, F. S., & Fadillah, M. F. (2019). User Experience Evaluation on Use of Cosmetic Business To Consumer (B2C) E-Commerce Sites. Journal of Engineering and Management in Industrial System, 7(2), 69–76. https://doi.org/10.21776/ub.jemis.2019.007.02.2
Rauyruen, P., & Miller, K. E. (2007). Relationship quality as a predictor of B2B customer loyalty. Journal of Business Research, 60(1), 21–31. https://doi.org/10.1016/j.jbusres.2005.11.006
Rodríguez, P. G., Villarreal, R., Valiño, P. C., & Blozis, S. (2020). A PLS-SEM approach to understanding E-SQ, E-Satisfaction and E-Loyalty for fashion E-Retailers in Spain. Journal of Retailing and Consumer Services, 57(July). https://doi.org/10.1016/j.jretconser.2020.102201
Roy, S., S., S., & Bhatia, S. (2019). Service quality versus service experience: An empirical examination of the consequential effects in B2B services. Industrial Marketing Management, 82(February 2017), 52–69. https://doi.org/10.1016/j.indmarman.2019.02.017
Russo, I., Confente, I., Gligor, D. M., & Autry, C. W. (2016). To be or not to be (loyal): Is there a recipe for customer loyalty in the B2B context? Journal of Business Research, 69(2), 888–896. https://doi.org/10.1016/j.jbusres.2015.07.002
Santoso, I. (2015). Peran Nilai Utilitarian Dan Hedonis Terhadap Kepuasan Dan Loyalitas Konsumen Minuman Probiotik. Jurnal Manajemen Dan Agribisnis, 13(3), 183–191. https://doi.org/10.17358/jma.13.3.183
Tanojohardjo, G. A., Kunto, Y. S., & Brahmana, R. K. M. R. (2014). Analisa Hedonic Value Dan Utilitarian Value Terhadap Brand Trust Dengan Brand Satisfaction Sebagai Variabel Intervening Pada Produk Pewarnaan L ` Oréal Professionnel. Jurnal Manajemen Pemasaran Petra, 2(1), 1–11.
White, C. J., & Tong, E. (2019). On linking socioeconomic status to consumer loyalty behaviour. Journal of Retailing and Consumer Services, 50(October 2018), 60–65. https://doi.org/10.1016/j.jretconser.2019.05.001
Yoo, J., & Park, M. (2016). The effects of e-mass customization on consumer perceived value, satisfaction, and loyalty toward luxury brands. Journal of Business Research, 69(12), 5775–5784. https://doi.org/10.1016/j.jbusres.2016.04.174