Analisis Hubungan Nilai Hedonis dan Nilai Utilitarian terhadap Niat Membeli dengan Mediasi Kepuasan pada Kategori Pakaian di Shopee Surabaya

This study aims to determine the analysis of the relationship between hedonic value and utilitarian value towards purchase intention with satisfaction mediation in clothing categories Shopee in Surabaya. The sampling technique used in this study is non-probability sampling by choosing the judgment sampling method. The data collection technique uses an online questionnaire by distributing 140 samples to Customers shopee in surabaya. The hypothesis of this study is: H.1a Hedonic value has a significant effect on satisfaction at Shopee H.1b Hedonic Value has a significant effect on Purchase Intention at Shopee H.2a Utilitarian Value has a significant effect on Satisfaction at Shopee H.2b Utilitarian Value has a significant effect on Purchase Intention at Shopee H.3 Satisfaction has a significant effect on Purchase Intention at Shopee H.4 Satisfaction mediates the influence of Hedonic Values on Purchase Intentions at Shopee H.5 Satisfaction mediates the influence of Utilitarian Values on Purchase Intentions at Shopee The results of this study are hedonic values have a significant effect on satisfaction at Shopee, hedonic values have a significant effect on purchase intentions at Shopee, utilitarian values have a significant effect on satisfaction at Shopee, utilitarian values have a significant effect on purchase intentions at Shopee, satisfaction is significant on purchase intentions at Shopee, satisfaction does not mediate the effect of hedonic values on purchase intention at Shopee, satisfaction mediates the effect of utilitarian values on purchase intentions at Shopee. The data analysis technique in this study used descriptive analysis and statistical analysis using Partial Least Square with Structural Equation Modeling using Smart PLS software version 3. Keyword: Hedonic Value, Utilitarian Value, Satisfaction, Purchase Intention