The Influence of Utilitarian Value, Hedonic Value, and Perceived Risk on Customer Satisfaction and Customer Loyalty to Shopee Customers in Surabaya

Abstract should include the research topic or problem, purpose of the research, this study aims to determine and analyze the effect of utilitarian value, hedonic value, and perceived risk on customer satisfaction and customer loyalty to Shopee customers in Surabaya. The data used in this study are primary data obtained from questionnaires. Respondents in this study were 200 respondents who had shopped at Shopee. The sampling technique for this research is non-probability sampling. This research uses a quantitative approach through statistical testing. The analysis in this study uses the Structural Equation Modeling (SEM) model and is processed using SPSS 18 and Amos 22 software to test measurement models and structural models. The results of this study indicate that utilitarian value and hedonic value have a significant effect on customer satisfaction with Shopee customers in Surabaya. Meanwhile, utilitarian value and hedonic value do not have a significant effect on customer loyalty to Shopee customers in Surabaya, while perceived risk does not have a significant effect on customer satisfaction