Pengaruh Nilai Hedonik Dan Nilai Utilitarian Terhadap Minat Beli Ulang Online Shop Shopee (Studi Pada Mahasiswa Fakultas Ekonomi Dan Bisnis Universitas Islam Malang)

Abstract

Abstract

The purpose of this studyis: 1) to determine the effect of hedonicand utilitarian values on repurchase interest. 2) to determine the effect of Hedonic values on repurchase interests. 3) to determine the effect of utilitarian value on repurchase interests.

The population in my research was all students of the faculty of economics and business at the Islamic university of Malang.  The methodused to analyzeis multiple linear regression. The results of this study bear witness that simultan eously hedonic and utilitarian values have a significant effect on repurchase interest.  While partially the hedonic value significantly influences repurchase intention and utilitarian value significantly influences repurchase intention.

Keywords: repurchase interest, hedonic values, and utilitarian values