The Effect of Utilitarian Value and Hedonic Value on Interest Coming Back at GMB Fitness and Gym
DOI:
https://doi.org/10.59890/0qfjkm59Keywords:
Utilitarian Value, Hedonic Value, Interest Comes Back, GymAbstract
The gym is a place to train the body by focusing on exercises to several parts of the body and muscles separately, activities in this gym are things that are in great demand it can happen because of the explosion of videos with muscle building content on social media, this creates an influence for the community, especially Gen Z to exercise in the gym with a focus on weightlifting. This study aims to analyze the influence of Utilitarian Value and Hedonic Value on the interest of coming back to GMB Fitness and Gym. The type of research used is causal associative research with a quantitative approach, using classical assumption tests and multiple linear regression. The results of the study show that the Utilitarian Value variable has a positive effect on interest coming back. The Hedonic Value variable has a positive effect on interest coming back.
References
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Chiu, C. M., Wang, E. T. G., Fang, Y. H., Huang, H. Y. (2012). Understanding Customers‟ Repeat Purchase Intentions in B2C E-Commerce: The Roles of Utilitarian Value, Hedonic Value and Perceived Risk.
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Mohaidin, Z., Wei, K. T., & Ali Murshid, M. (2017). Factors influencing the tourists’ intention to select sustainable tourism destination: a case study of Penang, Malaysia.
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Pasaribu, L. O., & Dewi, C. K. (2015). Pengaruh hedonic shopping motivation terhadap impulse buying pada toko online: studi pada toko online Zalora. Bina Ekonomi, 19(2), 159-170.
Paune. (1983). Meaning Of Heal. USA : Penerbit Morgan Kaufmann Publishers
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Sari, Y.P. and Rina, R., 2015. Pengaruh Kompres Hangat Aromaterapi Lavender terhadap Penurunan Skala Nyeri Pasien Rematik (Osteoartritis) pada Lansia di Panti Sosial Tresna Werdha Sabai Nan Aluih Sicincin Tahun 2014. Jurnal Kesehatan, 6(1), p.289853.
Shafira, A. and Ferdinand, A.T., 2017. Analisis pengaruh celebrity endorser dan keinovatifan produk terhadap keputusan pembelian, serta citra merek dan nilai utilitarian sebagai variabel intervening.(Studi pada pengguna provider seluler xl di semarang). Diponegoro Journal of Management, 6(3), pp.46-60.
Somba, W.E., Sunaryo, S. and Mugiono, M., 2018. Pengaruh nilai hedonis dan nilai utilitarian terhadap behavioral intention, dengan word of mouth (WOM) sebagai variabel mediasi. Jurnal Manajemen dan Kewirausahaan, 6(1), pp.82-92.
Subagio, H., 2011. Effect of Supermarket Attributes on Motives of Hedonic Shopping Motives on Utilitarian Shopping and Consumer Loyalty. Journal of Marketing Management, 6(1), pp.8-21.
Umar, Husein. 2002. Riset Pemasaran dan Perilaku Konsumen. Jakarta: PT.
Aulia, D., 2020. PENGARUH DAYA TARIK WISATA TERHADAP MINAT BERKUNJUNG KEMBALI DI OBYEK MAKAM GUS DUR TEBUIRENG KABUPATEN JOMBANG (Doctoral dissertation, STIE PGRI Dewantara Jombang).
Bachtiar, M. Latief. 2016. Pengaruh Strategi Bauran Pemasaran Terhadap Minat Berkunjung Kembali Di Objek Wisata Pantai Kabupaten Gunung Kidul.Fakultas Ekonomi Jurusan Manajemen Program Studi Manajemen. Universitas Negeri Yogyakarta
Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74-94.
Blythe, J. (2013). Consumer Behaviour: SAGE Publications. Sage.
Cheng, T.M. and Lu, C.C., 2013. Destination image, novelty, hedonics, perceived value, and revisiting behavioral intention for island tourism. Asia Pacific Journal of Tourism Research, 18(7), pp.766-783.
Chiu, C. M., Wang, E. T. G., Fang, Y. H., Huang, H. Y. (2012). Understanding Customers‟ Repeat Purchase Intentions in B2C E-Commerce: The Roles of Utilitarian Value, Hedonic Value and Perceived Risk.
Dahl, R.A., 1957. The concept of power. Behavioral science, 2(3), pp.201-215.
Hanzaee, K. H. & Rezaeyeh, S. P. (2002). Investigation of the effects of Hedonic Value and Utilitarian Value on Customer Satisfaction and Behavioural Intentions.
Hirschman, E.C. and Holbrook, M.B., 1982. Hedonic consumption: emerging concepts, methods and propositions. Journal of marketing, 46(3), pp.92 101.
Johnstone, M.L. and Conroy, D.M., 2005. Dressing for the thrill: an exploration of why women dress up to go shopping. Journal of Consumer Behaviour: An International Research Review, 4(4), pp.234-245.
Kesari, B. and Atulkar, S., 2016. Satisfaction of mall shoppers: A study on perceived utilitarian and hedonic shopping values. Journal of Retailing and Consumer services, 31, pp.22-31.
Kotler, P., 2002. Marketing places. Simon and Schuster.
Kiani, N. I. (2018, October). Hubungan antara nilai hedonis, nilai utilitarian, kepuasan konsumen, dan minat beli ulang di kafe kopi spesialti Kota Bandung. In Prosiding Industrial Research Workshop and National Seminar (Vol. 9, pp. 574-583).
Mohaidin, Z., Wei, K. T., & Ali Murshid, M. (2017). Factors influencing the tourists’ intention to select sustainable tourism destination: a case study of Penang, Malaysia.
Overby, Jeffrey W., and Eun-Ju Lee. "The effects of utilitarian and hedonic online shopping value on consumer preference and intentions." Journal of Business research 59.10-11 (2006): 1160-1166.
Pasaribu, L. O., & Dewi, C. K. (2015). Pengaruh hedonic shopping motivation terhadap impulse buying pada toko online: studi pada toko online Zalora. Bina Ekonomi, 19(2), 159-170.
Paune. (1983). Meaning Of Heal. USA : Penerbit Morgan Kaufmann Publishers
Pramita, M.W. and Danibrata, A., 2021. Hedonic value dan utilitarian value terhadap customer satisfaction serta dampaknya terhadap behavior intentions. E-Jurnal Manajemen Trisakti School of Management (TSM), 1(1), pp.1-8.
Sari, Y.P. and Rina, R., 2015. Pengaruh Kompres Hangat Aromaterapi Lavender terhadap Penurunan Skala Nyeri Pasien Rematik (Osteoartritis) pada Lansia di Panti Sosial Tresna Werdha Sabai Nan Aluih Sicincin Tahun 2014. Jurnal Kesehatan, 6(1), p.289853.
Shafira, A. and Ferdinand, A.T., 2017. Analisis pengaruh celebrity endorser dan keinovatifan produk terhadap keputusan pembelian, serta citra merek dan nilai utilitarian sebagai variabel intervening.(Studi pada pengguna provider seluler xl di semarang). Diponegoro Journal of Management, 6(3), pp.46-60.
Somba, W.E., Sunaryo, S. and Mugiono, M., 2018. Pengaruh nilai hedonis dan nilai utilitarian terhadap behavioral intention, dengan word of mouth (WOM) sebagai variabel mediasi. Jurnal Manajemen dan Kewirausahaan, 6(1), pp.82-92.
Subagio, H., 2011. Effect of Supermarket Attributes on Motives of Hedonic Shopping Motives on Utilitarian Shopping and Consumer Loyalty. Journal of Marketing Management, 6(1), pp.8-21.
Umar, Husein. 2002. Riset Pemasaran dan Perilaku Konsumen. Jakarta: PT.
