Pengaruh Nilai Kegunaan Dan Nilai Hedonis Terhadap Niat Membeli Melalui Mediasi Kepuasan Pada Shopee Food di Surabaya

This research takes the topic of Shopee Food, which is an online food delivery service owned by Shopee. Consumers can order food using the Shopee application at several merchants. Shopee Food is one of the new strategies for Shopee, which takes advantage of security in food ordering transactions that are not detrimental to both driver partners and registered food service merchants because transactions are carried out directly with Shopee Cash. general of respondents' answers to the variables in the questionnaire. The variables used in this study are the Value of Usefulness, Hedonic Value, Satisfaction, and Purchase Intention. Respondents in this study are Shopee Food customers who live in Surabaya with criteria aged 19 years to 55 years and have made a purchase transaction at least once for one month at Shopee Food. The data obtained by dividing the questionnaire were 174 respondents. Of the 174 respondents' data, which is in accordance with the research criteria as many as 158 respondents, with the results of the study that the usefulness value has a significant positive effect on customer satisfaction and purchase intention at Shopee Food in Surabaya, then the hedonic value has a significant positive effect on customer satisfaction and purchase intention at Shopee. Food in Surabaya, where satisfaction has a significant positive effect on customer purchase intentions at Shopee Food in Surabaya. Keywords: Shopee Food, Usability Value, Hedonic Value, Satisfaction, and Purchase Intentio