PENGARUH HEDONIC SHOPPING VALUE DAN UTILITARIAN SHOPPING VALUE TERHADAP INTENT TO ONLINE REPURCHASE PADA ONLINE SHOP LAZADA

Abstract The purpose of this study are: 1. To determine the effect of hedonic shopping value and utilitarian shopping value simultaneously affect the intent to online repurchase. 2. To determine the effect of hedonic shopping value and utilitarian shopping value partially affect the intent to online repurchase. The object of research used in this study was Lazada's consumer students at the FEB UNISME with a sample of 77 respondents. Based on the results of this study it is known that the simultaneous test results (F test) is 8.571 with a significance level of 0.000 which means that H1 is accepted. So this shows that there is simultaneously an influence between hedonic shopping value, and utilitarian shopping value on intent to online repurchase. While the results of the partial test (t) hedonic shopping value (x1) have a t count of 4.137 with a significance value of 0.000 < 0.05, so that it can be seen that the hedonic shopping value (X1) significantly affects the intent to online repurchase (Y ) And the Utilitarian shopping value (X2) has a t count of -2.089 with a significance value of 0.040 < 0.05, so that it can be seen that the Utilitarian shopping value (X2) significantly affects the intent to online repurchase (Y). Keywords: hedonic shopping value, utility shopping value, and online repurchase interest