Pengaruh Motif Belanja Hedonik Dan Motif Belanja Utilitarian Terhadap Loyalitas Konsumen

Abstract

The purpose of writing this research is to determine the effect of hedonic shopping motives and utilitarian shopping motives on consumer loyalty at the Griya Mart Rajamandala Bandung supermarket. This study uses descriptive and associative methods using multiple regression with primary data collection methods. The hedonic shopping motive variable (X1) is said to be high with an average rating criterion of 414.769, the utilitarian shopping motive variable (X2) is said to be very high with an average value of 426.00 while the consumer loyalty variable (Y) also has an average value 425.33 is included in the very high category. Whereas the results of the associative study using multiple regression state that partially it shows the effect of hedonic shopping motives (X1) on consumer loyalty (Y) with the result that the coefficient value is 2.133 and the significance level is 0.035, and there is an influence of utilitarian shopping motives (X2) on employee loyalty (Y) of the coefficient of determination (R square) is 0.115 or 11.5%.