Work

Pengaruh Nilai Hedonis Dan Utilitarian Pada Word Of Mouth Dengan Kepuasan Konsumen Sebagai Pemediasi

Year: 2021

Type: article

Abstract: This study examines the direct relationship between hedonic value and utilitarian value variables with customer satisfaction and word of mouth (WOM). The respondents of this study were 115 undergraduate and postgraduate students at private universities in Yogyakarta. Data processing was performed with Smart PLS 3.2.9, the results show that there is a direct relationship between hedonic value and utilitarian value variables on customer satisfaction. The direct relationship between hedonic value and utilitarian value variables with WOM is not proven. The indirect relationship between hedonic value and utilitarian value variables in WOM with customer satisfaction as a proven mediator, while customer satisfaction is a variable predictor as an antecedent of WOM.

Source: Jurnal Bisnis dan Ekonomi

DOI: 10.35315/jbe.v28i1.8548

Authors: Muhammad Mathori, Uswatun Chasanah

Institution: Sekolah Tinggi Ilmu Ekonomi Widya Wiwaha

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

OpenAlex ID: W4366128779

FWCI: 0.162

Cites:

Cited by: 3

Related to: 10