Pengaruh Customer Experience, Utilitarian Benefit dan Hedonic Benefit terhadap Intention to Recommended melalui Customer Satisfaction

  • Dewi Noor Susanti Sekolah Tinggi Ilmu Ekonomi Putra Bangsa, Kebumen
  • Sulis Riptiono Sekolah Tinggi Ilmu Putra Bangsa

Abstract

Abstrak


Pengalaman konsumen dan desain suatu produk merupakan salah satu unsur yang penting dalam pemasaran, manfaat desain diharapkan mampu membuat konsumen merasa puas. Apakah pengalaman konsumen dan design benefit selalu dapat meingkatkan kepuasan konsumen? Penelitian ini bertujuan untuk menguji pengaruh customer experience dan design benefit (utilitarian benefit dan hedonic benefit) terhadap intention to recommended dengan kepuasan konsumen sebagai variabel interviening. Penelitian yang dilakukan dengan dengan melibatkan 100 responden yang menggunakan produk smartphone iPhone di Kabupaten Kebumen, diambil dengan menggunakan tehnik purposive sampling. Data yang terkumpul kemudian dianalisis dengan menggunakan path analyze dan diolah dengan bantuan alat statistic SPSS 24.0. Hasil penelitian menunjukkan bahwa dari ketujuh hipotesis hanya ada satu yang ditolak yaitu hipotesis kelima. Temuan penelitian ini mengungkapkan bahwa variabel customer experience dan hedonic benefit merupakan anteseden dari kepuasan konsumen yang dapat menumbuhkan intention to recommended, sedangkan pada variabel utilitarian benefit hanya dapat berpengaruh terhadap kepuasan konsumen tetapi tidak dapat menumbuhkan intention to recommended konsumen. 

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References

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Published
2019-06-25
How to Cite
SUSANTI, Dewi Noor; RIPTIONO, Sulis. Pengaruh Customer Experience, Utilitarian Benefit dan Hedonic Benefit terhadap Intention to Recommended melalui Customer Satisfaction. Matrik : Jurnal Manajemen, Strategi Bisnis dan Kewirausahaan, [S.l.], p. 194-203, june 2019. ISSN 2302-8890. Available at: <https://ojs.unud.ac.id/index.php/jmbk/article/view/45045>. Date accessed: 06 dec. 2019. doi: https://doi.org/10.24843/MATRIK:JMBK.2019.v13.i02.p07.
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Articles