Abstract
The purpose of this study was to build an understanding of the influence of utilitarian values and hedonic values on customer satisfaction and customer loyalty at hypermarket in Pamekasan Regency, Jawatimur Province, Indonesia. Type of research is Explanatory Research. Data collection using a questionnaire. The sampling technique used purposive sampling. The number of samples was 250 consumers and data analysis used the Structural Equation Model (SEM) with AMOS software. The results of this study indicate utilitarian value and hedonic value have a positive and significant effect on customer satisfaction and customer satisfaction has a positive and significant effect on customer loyalty and Demographic variables have a significant differences on each variable partially.
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