Pengaruh Utilitarian Value, Hedonic Value, Social Value, Dan Perceived Risk Terhadap Customer Satisfaction Pada Pembelian Produk Kosmetik Melalui E-Commerce
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Customer satisfaction merupakan aspek penting dalam mempengaruhi pertumbuhan dan keberhasilan perusahaan, sehingga penting untuk mengatahui berbagai faktor yang berkonstribusi terhadapnya. Penelitian ini dilakukan dengan tujuan untuk membangun pemahaman tentang pengaruh utilitarian value, hedonic value, social value, perceived risk dan product quality terhadap customer satisfaction pada pembelian kosmetik melalui e- commerce. Pengumpulan data dilakukan dengan menyebar kisioner secara online. Dalam penelitian ini terdapat 100 responden yang pernah melakukan pembelian kosmetik melalui e-commerce yang berumur diatas 17 tahun. Analisis data dalam penelitian ini menggunakan uji validitas dan reabilitas untuk pretest, kemudian dilakukan uji asumsi klasik sampai dengan uji linier berganda untuk menguji hipotesis. Hasilnya menunjukkan bahwa hedonic value, social value, dan product quality berpengaruh positif terhadap customer satisfaction sedangkan utilitarian value dan perceived risk tidak berpengaruh terhadap customer satisfaction. Penelitian ini menunjukkan bahwa untuk mencapai customer satisfaction pada penjualan produk kosmetik melalui e-commerce, beberapa faktor yang harus diperhatikan penjual yaitu quality product, hedonic value dan social value.
Kata Kunci: Customer satisfaction, utilitarian value, hedonic value, social value, perceived risk, product quality
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DOI: https://doi.org/10.37531/yum.v8i1.8519
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