Image of Pengaruh Hedonic Value dan Utilitarian Value terhadap Customer Satisfaction dan Customer Loyalty pada Layanan Pemesanan Penginapan Traveloka untuk Generasi Z.

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Pengaruh Hedonic Value dan Utilitarian Value terhadap Customer Satisfaction dan Customer Loyalty pada Layanan Pemesanan Penginapan Traveloka untuk Generasi Z.

Traveloka is the biggest online travel agent startup in Indonesia. In this case, the company chooses between developing hedonic value or leaning more towards the utilitarian value it brings. This study looks at how the influence of hedonic value and utilitarian value directly on customer loyalty or indirectly through customer satisfaction. This study also focuses on generation Z, which is the generation that has been in contact with the internet since birth and tends to have high openness to the internet. This research is quantitative and uses a Structural Equation Modelling (SEM) measurement model to process the data. Data processing is based on data that totals 330 respondents. Respondents have been screened according to the required criteria, namely, 18-26 years old (Generation Z), have used the Traveloka application to book lodging within the past 1 year, and domiciled in Indonesia. This study resulted in the results that hedonic value and utilitarian value did not have a positive and significant effect on customer loyalty, but hedonic value and utilitarian value had a positive and significant effect on customer loyalty indirectly, namely through customer satisfaction. Finally, customer satisfaction is proven to mediate the relationship positively and significantly between hedonic value and utilitarian value with customer loyalty. The managerial implications and suggestions for further research will be discussed further in this study..Ada Tabel

Ketersediaan

Call NumberLocationAvailable
13537PSB lt.2 - Karya Akhir1
Penerbit Depok Program Studi Manajemen Fakultas Ekonomi dan Bisnis UI.,
Edisi -
Subjek Customer loyalty
Customer Satisfaction
Utilitarian Value
Hedonic Value
ISBN/ISSN -
Klasifikasi -
Deskripsi Fisik 101 p. ; diagr. ; 30 cm
Info Detail Spesifik -
Other Version/Related Tidak tersedia versi lain
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