PENGARUH MOTIF HEDONIS TERHADAP LOYALITAS PERILAKU DI DOMICILE KITCHEN AND LOUNGE SURABAYA: KEPUASAN KONSUMEN SEBAGAI VARIABEL MEDIASI
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Abstract
Abstrak :Penelitian ini dilakukan untuk mengetahui pengaruh motif hedonis terhadap loyalitas perilaku dari pengunjung Domicile Kitchen and Lounge Surabaya. Motif hedonis mempengaruhi evaluasi fungsional dan evaluasi afektif yang kemudian mempengaruhi kepuasan konsumen sebagai variabel mediasi. Penulis menggunakan structural equation model (SEM) dengan AMOS versi 22 untuk menguji hubungan variabel bebas dan variabel terikat. Hasil penelitian menunjukkan seluruh hipotesis diterima. Motif hedonis berpengaruh signifikan terhadap evaluasi fungsional dan evaluasi afektif. Evaluasi fungsional berpengaruh signifikan terhadap evaluasi afektif. Evaluasi fungsional dan evaluasi afektif juga berpengaruh signifikan terhadap kepuasan konsumen. Terakhir, kepuasan konsumen berpengaruh signifikan terhadap loyalitas perilaku.
Abstract :The study was conducted to determine the effect of hedonic motives on behavioral loyalty of customers at Domicile Kitchen and Lounge Surabaya. Hedonic motives influenced functional evaluation and affective evaluation which in turn will impact on the customer satisfaction as the mediating variable. The writer used structural equation model (SEM) with AMOS version 22 to test the effect of independent variables on the dependent variables. The result showed that all hypotheses were accepted. Hedonic motives significantly influenced functional evaluation and affective evaluation. Meanwhile, functional evaluation significantly influenced affective evaluation. Functional evaluation and affective evaluation also significantly influenced customers’ satisfaction. Lastly, customers’ satisfaction significantly affected respondents’ behavioral loyalty.
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