Pengaruh Utilitarian Value Dan Hedonic Value Terhadap Satisfaction Serta Dampaknya Pada Purchase Intention Pengguna Fitur Shopeefood Di Surabaya

The percentage of online transactions in Indonesia is considered the highest in the world, thus enabling new e-commerce to emerge and grow. Therefore, there is an opportunity for the red ocean market in e-commerce competition in Indonesia. Some of the giant e-commerce that are growing rapidly in Indonesia and have quite a lot of users are Shopee. The purpose of this study was to determine the effect of utilitarian value and hedonic value on satisfaction and their impact on purchase intention of users of the shopeefood feature in Surabaya. The research method used is a survey or questionnaire method, by distributing questionnaires. The sample in this study were 100 Asus Laptop users using a purposive sampling technique. The analysis technique in this study uses Partial Least Square (PLS) analysis. The results in this study prove that: (1) Uitlitary value has no positive and significant effect on Purchase Intention of shopeefood customers in Surabaya; (2) Hedonic value has a positive and significant effect on Purchase Intention of shopeefood customers in Surabaya; (3) Utilitarian value has no positive and significant effect on shopeefood customer satisfaction in Surabaya; (4) Hedonic value has a positive and significant effect on shopeefood customer satisfaction in Surabaya; (5) Satisfaction has a positive and significant effect on Purchase Intention of users of the shopeefood feature in Surabaya