PERAN NILAI UTILITARIAN DAN HEDONIS TERHADAP KEPUASAN DAN LOYALITAS KONSUMEN MINUMAN PROBIOTIK

The rising standard of living and welfare of the community influences the food consuming pattern. This is signified by an increase in demand for probiotics as a functional beverage. This study aims to analyze the role of utilitarian and hedonic attitudes towards customer satisfaction and loyalty. Non-probability and purposive sampling were utilized as the sampling techniques of this study. There were 100 respondents in total participated in the study. The criteria of respondents were ages of 18 and older and consumers of brand X of probiotics beverage for at least twice a month. The data were processed by using the Partial Least Square (PLS). The results showed that the utilitarian value has a significant effect on satisfaction and customer loyalty, while the hedonic one affects customer satisfaction and loyalty. The results of this research also showed that satisfaction has an influence on customer loyalty.<br /><br />Keywords: hedonic, satisfaction, loyalty, probiotics, utilitarian, PLS<br /><br /><br />ABSTRAK<br /><br />Meningkatnya taraf hidup dan kesejahteraan masyarakat berpengaruh terhadap pola konsumen pangan. Hal ini ditandai dengan meningkatnya permintaan minuman probiotik sebagai minuman fungsional. Penelitian ini bertujuan menganalisis peran utilitarian dan sikap hedonis terhadap kepuasan dan loyalitas konsumen. Metode pengambilan sampel dalam penelitian ini adalah non probability sampling dengan teknik purposive sampling. Jumlah responden sebanyak 100 orang. Kriteria responden adalah penduduk dengan usia 18 tahun ke atas dan mengkonsumsi minuman probiotik merk X minimal dua kali dalam sebulan. Data diolah menggunakan Partial Least Square (PLS). Hasil penelitian menunjukkan utilitarian berpengaruh signifikan terhadap kepuasan maupun terhadap loyalitas konsumen. Nilai hedonis berpengaruh terhadap kepuasan konsumen dan juga berpengaruh terhadap loyalitas. Hasil riset ini juga menunjukkan bahwa kepuasan berpengaruh terhadap loyalitas konsumen.<br /><br />Kata kunci: hedonis, kepuasan, loyalitas, probiotik, utilitarian, PLS <br /><br />

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