The Influence of Utility Value And Hedonic Value On Customer Satisfaction And The Impact On Repurchase Intention in Erigo

Abstract

E-commerce has developed rapidly since its inception, its definition is broader, including the use of electronic systems and the internet to carry out all business activities, including buying and selling transactions. This study aims to analyze the influence of utilitarian value and hedonic value on customer satisfaction and its impact on repurchase intention. The research object is consumers of Erigo fashion products. This quantitative research was conducted using an online survey with a sample of 156 respondents selected through purposive sampling. The results show that both utilitarian value and hedonic value have a positive and significant impact on customer satisfaction. Furthermore, customer satisfaction also has a positive and significant effect on repurchase intention. These findings indicate that the higher the perceived utilitarian and hedonic values by consumers, the higher their level of satisfaction.. Data collection techniques from primary data using a questionnaire. research findings showed that utility value variable (X1) has a positive and significant influence on repurchase intention (Y), so that the second hypothesis is accepted. So these results explain that a strong utility value (X1) message is one of the factors forming repurchase intention (Y) and hedonic value (X2) is the main consideration for respondents when they want to repurchase Erigo fashion products. High customer satisfaction subsequently drives the intention to repurchase Erigo fashion products on Shopee. This study provides practical implications for Erigo and fashion players in e-commerce to continuously enhance the utilitarian and hedonic value of their products and services to boost customer satisfaction and encourage repurchase.