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Study Of Consumer Satisfactions Toward Online Food Delivery Service: A Study Based On Utilitarian And Hedonic Value
Hanumsari Nurul Salsabila (2021) | Skripsi | Manajemen
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Consumer shopping value is divided into utilitarian and hedonic value. Both utilitarian and hedonic value are drive consumer using Online Food Delivery. The purpose of this research is to determine Consumer Satisfaction of users of Online Food Delivery Services viewed from the Hedonic Value and Utilitarian Perspective Value. The variables were tested to 400 of OFD users in Indonesia by using google form. Then, the data collected was analyzed by using Smart PLS 3.0 to test the relationship between variables with the aim of answering research. This study found that hedonic and utilitarian values significantly affect customer satisfaction. However, the most positive and significant variable in influencing Customer Satisfaction is Utilitarian Value (UV) with Comfort Value being the biggest factor affecting it. Therefore, the outcome of this study is to develop a new promotional strategy that can meet consumer preferences for convenience values. Keywords: online food delivery, utilitarian shopping value, hedonic shopping value, customer satisfaction.