Pengaruh Nilai Hedonis dan Nilai Utilitarian terhadap Niat Pembelian Tas Lokal pada Generasi Z Wanita

https://doi.org/10.35912/rambis.v3i2.2463
Published: Dec 4, 2023

Abstract:

Purpose: The purpose of this study is to look into the impact of hedonic and utilitarian values on Generation Z women's propensity to buy local bags.

Methodology/approach: This research method uses a quantitative approach by collecting data through surveys and questionnaires. The sample in this study amounted to 160 respondents. SmartPLS and measurement model techniques were used to conduct this research.

Results/findings: The research results show that hedonic value and utilitarian value have a significant influence on the intention to purchase local bags among Generation Z women. Hedonic value contributes positively to purchase intention. Utilitarian value also contributes positively to purchase intention, indicating that the usefulness and benefits provided by local bags also influence generation Z women's purchase intention.

Limitations: This study has limitations, such as limited sample size and limitations in generalizing the results to other populations. Future research can expand the scope and explore other aspects that can influence the intention to purchase local bags among Generation Z women, such as relevant social, psychological and cultural factors.

Contribution: For those involved in the local fashion business and marketers creating tailored marketing tactics, these findings have significant ramifications. The attractiveness and desire of Generation Z women to purchase local goods can be increased by raising the hedonic value and functional value of local bag products. The findings of this study can help assist the creation of products that are better adapted to the demands of female generation Z consumers by revealing their preferences and driving forces while making local bag purchases.

Keywords:
1. Utilitarian Value
2. Hedonic Value
3. Purchase Intention
Authors:
Viola De Yusa
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How to Cite
Yusa, V. D. . (2023). Pengaruh Nilai Hedonis dan Nilai Utilitarian terhadap Niat Pembelian Tas Lokal pada Generasi Z Wanita . Reviu Akuntansi, Manajemen, Dan Bisnis, 3(2), 111–121. https://doi.org/10.35912/rambis.v3i2.2463
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Vol. 3 No. 2 (2023): Desember
Articles
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References

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    Almaida, A., & Saputra, D. H. (2021). Pengaruh Manfaat Utilitarian dan Manfaat Hedonis serta Status Sosial terhadap Keputusan Perpindahan Merek dari Televisi Kabel ke Netflix. Jurnal Bisnis Dan Pemasaran Digital, 1(1), 49–59. https://doi.org/10.35912/jbpd.v1i1.280

    Ananda Sabil Hussein, SE., M. C. P. . (2015). Penelitian Bisnis dan Manajemen Menggunakan Partial Least Squares dengan SmartPLS 3.0. Universitas Brawijaya, 1, 1–19. https://doi.org/10.1023/A:1023202519395

    Arbaiah, M., Pandjaitan, D. R., & Ambarwati, D. A. S. (2022). Pengaruh Dimensi Motivasi Belanja Hedonis terhadap Pembelian Impulsif pada Situs Marketplace Shopee. Reviu Akuntansi, Manajemen, Dan Bisnis, 2(1), 55–65. https://doi.org/10.35912/rambis.v2i1.1477

    Arnold, M. J., & Reynolds, K. E. (2003). Hedonic shopping motivations. Journal of Retailing, 79(2), 77–95. https://doi.org/10.1016/S0022-4359(03)00007-1

    Auralia, Y., Manggabarani, A. S., & Wahyudi, W. (2022). Analisis Minat Penggunaan Ulang pada Dompet Digital Shopeepay di Masa Pandemi Covid-19. Studi Ilmu Manajemen Dan Organisasi, 1(2), 137–152. https://doi.org/10.35912/simo.v1i2.916

    Babin, B. J., Darden, W. R., & Griffin, M. (1994). Utilitarian shopping value. Journal of Consumer Research, 20(4), 644–657.

    Basu, R. (2015). Are They Really Different? A Study on Apparel Shoppers’ Retail Format Perception in USA and India. Global Business Review, 16(1), 123–136. https://doi.org/10.1177/0972150914553526

    Batra, R., & Ahtola, O. T. (1991). Measuring the hedonic and utilitarian sources of consumer attitudes. Marketing Letters, 2(2), 159–170. https://doi.org/10.1007/BF00436035

    Bilgihan, A., & Bujisic, M. (2015). The effect of website features in online relationship marketing: A case of online hotel booking. Electronic Commerce Research and Applications, 14(4), 222–232. https://doi.org/10.1016/j.elerap.2014.09.001

    Budianti, F., & Nurtjahjadi, E. (2023). Pengaruh Green Product dan Persepsi Harga terhadap Minat Beli Produk Tupperware ( The Influence of Green Product and Perceived Price on Interest in Buying Tupperware Products ), 4(3), 195–207.

    Cardoso, P. R., & Pinto, S. C. (2010). Hedonic and utilitarian shopping motivations among Portuguese young adult consumers. International Journal of Retail and Distribution Management, 38(7), 538–558. https://doi.org/10.1108/09590551011052124

    Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81–93. https://doi.org/10.1509/jmkg.65.2.81.18255

    Christiani, L. C., & Ikasari, P. N. (2020). Generasi Z dan Pemeliharaan Relasi Antar Generasi dalam Perspektif Budaya Jawa. Jurnal Komunikasi Dan Kajian Media, 4(2), 84–105.

    Chung, Y. (2015). Hedonic and utilitarian shopping values in airport shopping behavior. Journal of Air Transport Management, 49, 28–34. https://doi.org/10.1016/j.jairtraman.2015.07.003

    Gary Aditya Tanojohardjo; Yohanes Sondang Kunto, S.Si., M.Sc.; Ritzky Karina Megah Roza Brahmana, S.E., M. A. (2014). Analisa Hedonic Value Dan Utilitarian Value Terhadap Brand Trust Dengan Brand Satisfaction Sebagai Variabel Intervening Pada Produk Pewarnaan L`Oréal Professionnel. Jurnal Manajemen Pemasaran Petra, 2(1), 1–11.

    Ghozali, I. (2014). Structural Equation Modeling Metode Alternatif dengan Partial Least Squares (PLS).

    Handayani, W., Musnaini, M., & Praditya, W. I. (2020). Purchase Intentions of Consumer Hedonic Effect. Jurnal Perspektif Pembiayaan Dan Pembangunan Daerah, 8(1), 91–100. https://doi.org/10.22437/ppd.v8i1.7468

    Jones, M A. (2006). Hedonic and utilitarian shopping value: Investigating differential effects on retail outcomes. Journal of Business Research, 59(9), 974–981. https://doi.org/10.1016/j.jbusres.2006.03.006

    Jones, Michael A., Reynolds, K. E., & Arnold, M. J. (2006). Hedonic and utilitarian shopping value: Investigating differential effects on retail outcomes. Journal of Business Research, 59(9), 974–981. https://doi.org/10.1016/j.jbusres.2006.03.006

    Kala’lembang, A. (2022). Pengaruh Hedonic Value dan Utilitarian Value terhadap Niat Beli Konsumen melalui Trust sebagai Variabel Intervening pada Online Shop Shopee. Journal of Business & Applied Management, 15(1), 049. https://doi.org/10.30813/jbam.v15i1.3398

    Kim, A. J., & Ko, E. (2010). Impacts of luxury fashion brand’s social media marketing on customer relationship and purchase intention. Journal of Global Fashion Marketing, 1(3), 164–171. https://doi.org/10.1080/20932685.2010.10593068

    Kim, B., & Han, I. (2011). The role of utilitarian and hedonic values and their antecedents in a mobile data service environment. Expert Systems with Applications, 38(3), 2311–2318. https://doi.org/10.1016/j.eswa.2010.08.019

    Kim, H. (2006). Using Hedonic and Utilitarian Shopping Motivations to Profile Inner City Consumers. Journal of Shopping Center Research, 13(1), 57–79.

    Kim, Y. (2015). Assessing the effects of perceived value (utilitarian and hedonic) in LCCs and FSCs: Evidence from South Korea. Journal of Air Transport Management, 49, 17–22. https://doi.org/10.1016/j.jairtraman.2015.07.001

    Kozinets, R. V., De Valck, K., Wojnicki, A. C., & Wilner, S. J. S. (2010). Networked narratives: Understanding word-of-mouth marketing in online communities. Journal of Marketing, 74(2), 71–89. https://doi.org/10.1509/jmkg.74.2.71

    Kwun, D. J. W. (2011). Effects of campus foodservice attributes on perceived value, satisfaction, and consumer attitude: A gender-difference approach. International Journal of Hospitality Management, 30(2), 252–261. https://doi.org/10.1016/j.ijhm.2010.09.001

    Lloyd, A. E., & Luk, S. T. K. (2010). The devil wears prada or zara: A revelation into customer perceived value of luxury and mass fashion brands. Journal of Global Fashion Marketing, 1(3), 129–141. https://doi.org/10.1080/20932685.2010.10593065

    Magetsari, O. N. N., & Pratomo, L. A. (2019). Faktor-Faktor Yang Memengaruhi Purchase Intention Pada Luxury Restaurant. Jurnal Manajemen Dan Kearifan Lokal Indonesia, 3(1), 25. https://doi.org/10.26805/jmkli.v3i1.40

    Martinez, B., & Kim, S. (2012). Predicting purchase intention for private sale sites. Journal of Fashion Marketing and Management, 16(3), 342–365. https://doi.org/10.1108/13612021211246080

    Michaud Trevinal, A., & Stenger, T. (2014). Toward a conceptualization of the online shopping experience. Journal of Retailing and Consumer Services, 21(3), 314–326. https://doi.org/10.1016/j.jretconser.2014.02.009

    Natanael, J., Sugiarto, O., Wahyuni, H., Elgeka, S., & Tjahjoanggoro, A. J. (2021). Motivasi Hedonic Dan Utilitarian Mahasiswa Atlet Dengan Purchase Intention Pada Peralatan Olahraga Second. Jurnal Psibernetika, 14(1), 24–31. https://doi.org/10.30813/psibernetika.v14i1.2642

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    Overby, J. W., & Lee, E. J. (2006). The effects of utilitarian and hedonic online shopping value on consumer preference and intentions. Journal of Business Research, 59(10–11), 1160–1166. https://doi.org/10.1016/j.jbusres.2006.03.008

    Park, J., Ko, E., & Kim, S. (2010). Consumer Behavior in Green Marketing for Luxury Brand: A Cross-Cultural Study of US, Japan and Korea. Journal of Global Academy of Marketing Science, 20(4), 319–333. https://doi.org/10.1080/12297119.2010.9707436

    Ravi Dhar, & Klaus Wertenbroch. (2000). Consumer Choice Between Hedonic and Utilitarian Goods. Journal of Marketing Research, XXXVII(February), 60–71.

    Ryu, K., Han, H., & Jang, S. S. (2010). Relationships among hedonic and utilitarian values, satisfaction and behavioral intentions in the fast-casual restaurant industry. International Journal of Contemporary Hospitality Management, 22(3), 416–432. https://doi.org/10.1108/09596111011035981

    Shang, Q., Jin, J., & Qiu, J. (2020). Utilitarian or hedonic: Event-related potential evidence of purchase intention bias during online shopping festivals. Neuroscience Letters, 715, 134665. https://doi.org/10.1016/j.neulet.2019.134665

    Sirclo.com. (2019). Perilaku Belanja Online Generasi X, Y dan Z. Retrieved from https://www.sirclo.com/blog/perilaku-belanja-online-generasi-x-y-dan-z/

    Soebandhi, S. (2015). Motivasi Utilitarian , S Earch Intention Dan Purchase, 13(2), 179–191.

    Trisnawati, D., & Ferdinand, A. T. (2018). Analisis Pengaruh Kualitas Sistem Layanan, Lingkungan Fisik Jasa, Personil Kontak, Nilai Utilitarian, Dan Citra Perusahaan Terhadap Keputusan Pembelian (Studi Pada Pengguna Brt Trans Semarang). Diponegoro Journal Of Management, 7(4), 1–13.

    Utamanyu, R. A., & Darmastuti, R. (2022). Budaya Belanja Online Generasi Z Dan Generasi Milenial Di Jawa Tengah (Studi Kasus Produk Kecantikan di Online Shop Beauty by ASAME). Scriptura, 12(1), 58–71. https://doi.org/10.9744/scriptura.12.1.58-71

    Wu, W., Huang, V., Chen, X., Davison, R. M., & Hua, Z. (2018). Social value and online social shopping intention: the moderating role of experience. Information Technology and People, 31(3), 688–711. https://doi.org/10.1108/ITP-10-2016-0236

    Yang, K., & Lee, H. J. (2010). Gender differences in using mobile data services: Utilitarian and hedonic value approaches. Journal of Research in Interactive Marketing, 4(2), 142–156. https://doi.org/10.1108/17505931011051678

    Zhang, Y., Chaipoopirutana, S., & Combs, H. (2011). The Influence of the Mall Environment on Shoppers’ Values and Consumer Behavior in China. Proceedings of ASBBS, 18(1), 214–224.

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  2. Almaida, A., & Saputra, D. H. (2021). Pengaruh Manfaat Utilitarian dan Manfaat Hedonis serta Status Sosial terhadap Keputusan Perpindahan Merek dari Televisi Kabel ke Netflix. Jurnal Bisnis Dan Pemasaran Digital, 1(1), 49–59. https://doi.org/10.35912/jbpd.v1i1.280
  3. Ananda Sabil Hussein, SE., M. C. P. . (2015). Penelitian Bisnis dan Manajemen Menggunakan Partial Least Squares dengan SmartPLS 3.0. Universitas Brawijaya, 1, 1–19. https://doi.org/10.1023/A:1023202519395
  4. Arbaiah, M., Pandjaitan, D. R., & Ambarwati, D. A. S. (2022). Pengaruh Dimensi Motivasi Belanja Hedonis terhadap Pembelian Impulsif pada Situs Marketplace Shopee. Reviu Akuntansi, Manajemen, Dan Bisnis, 2(1), 55–65. https://doi.org/10.35912/rambis.v2i1.1477
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  6. Auralia, Y., Manggabarani, A. S., & Wahyudi, W. (2022). Analisis Minat Penggunaan Ulang pada Dompet Digital Shopeepay di Masa Pandemi Covid-19. Studi Ilmu Manajemen Dan Organisasi, 1(2), 137–152. https://doi.org/10.35912/simo.v1i2.916
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  11. Budianti, F., & Nurtjahjadi, E. (2023). Pengaruh Green Product dan Persepsi Harga terhadap Minat Beli Produk Tupperware ( The Influence of Green Product and Perceived Price on Interest in Buying Tupperware Products ), 4(3), 195–207.
  12. Cardoso, P. R., & Pinto, S. C. (2010). Hedonic and utilitarian shopping motivations among Portuguese young adult consumers. International Journal of Retail and Distribution Management, 38(7), 538–558. https://doi.org/10.1108/09590551011052124
  13. Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81–93. https://doi.org/10.1509/jmkg.65.2.81.18255
  14. Christiani, L. C., & Ikasari, P. N. (2020). Generasi Z dan Pemeliharaan Relasi Antar Generasi dalam Perspektif Budaya Jawa. Jurnal Komunikasi Dan Kajian Media, 4(2), 84–105.
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  16. Gary Aditya Tanojohardjo; Yohanes Sondang Kunto, S.Si., M.Sc.; Ritzky Karina Megah Roza Brahmana, S.E., M. A. (2014). Analisa Hedonic Value Dan Utilitarian Value Terhadap Brand Trust Dengan Brand Satisfaction Sebagai Variabel Intervening Pada Produk Pewarnaan L`Oréal Professionnel. Jurnal Manajemen Pemasaran Petra, 2(1), 1–11.
  17. Ghozali, I. (2014). Structural Equation Modeling Metode Alternatif dengan Partial Least Squares (PLS).
  18. Handayani, W., Musnaini, M., & Praditya, W. I. (2020). Purchase Intentions of Consumer Hedonic Effect. Jurnal Perspektif Pembiayaan Dan Pembangunan Daerah, 8(1), 91–100. https://doi.org/10.22437/ppd.v8i1.7468
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  21. Kala’lembang, A. (2022). Pengaruh Hedonic Value dan Utilitarian Value terhadap Niat Beli Konsumen melalui Trust sebagai Variabel Intervening pada Online Shop Shopee. Journal of Business & Applied Management, 15(1), 049. https://doi.org/10.30813/jbam.v15i1.3398
  22. Kim, A. J., & Ko, E. (2010). Impacts of luxury fashion brand’s social media marketing on customer relationship and purchase intention. Journal of Global Fashion Marketing, 1(3), 164–171. https://doi.org/10.1080/20932685.2010.10593068
  23. Kim, B., & Han, I. (2011). The role of utilitarian and hedonic values and their antecedents in a mobile data service environment. Expert Systems with Applications, 38(3), 2311–2318. https://doi.org/10.1016/j.eswa.2010.08.019
  24. Kim, H. (2006). Using Hedonic and Utilitarian Shopping Motivations to Profile Inner City Consumers. Journal of Shopping Center Research, 13(1), 57–79.
  25. Kim, Y. (2015). Assessing the effects of perceived value (utilitarian and hedonic) in LCCs and FSCs: Evidence from South Korea. Journal of Air Transport Management, 49, 17–22. https://doi.org/10.1016/j.jairtraman.2015.07.001
  26. Kozinets, R. V., De Valck, K., Wojnicki, A. C., & Wilner, S. J. S. (2010). Networked narratives: Understanding word-of-mouth marketing in online communities. Journal of Marketing, 74(2), 71–89. https://doi.org/10.1509/jmkg.74.2.71
  27. Kwun, D. J. W. (2011). Effects of campus foodservice attributes on perceived value, satisfaction, and consumer attitude: A gender-difference approach. International Journal of Hospitality Management, 30(2), 252–261. https://doi.org/10.1016/j.ijhm.2010.09.001
  28. Lloyd, A. E., & Luk, S. T. K. (2010). The devil wears prada or zara: A revelation into customer perceived value of luxury and mass fashion brands. Journal of Global Fashion Marketing, 1(3), 129–141. https://doi.org/10.1080/20932685.2010.10593065
  29. Magetsari, O. N. N., & Pratomo, L. A. (2019). Faktor-Faktor Yang Memengaruhi Purchase Intention Pada Luxury Restaurant. Jurnal Manajemen Dan Kearifan Lokal Indonesia, 3(1), 25. https://doi.org/10.26805/jmkli.v3i1.40
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  32. Natanael, J., Sugiarto, O., Wahyuni, H., Elgeka, S., & Tjahjoanggoro, A. J. (2021). Motivasi Hedonic Dan Utilitarian Mahasiswa Atlet Dengan Purchase Intention Pada Peralatan Olahraga Second. Jurnal Psibernetika, 14(1), 24–31. https://doi.org/10.30813/psibernetika.v14i1.2642
  33. Novela, S., Sihombing, Y. O., Novita, Caroline, E., & Octavia, R. (2020). The effects of hedonic and utilitarian motivation toward online purchase intention with attitude as intervening variable. Proceedings of 2020 International Conference on Information Management and Technology, ICIMTech 2020, (August), 75–80. https://doi.org/10.1109/ICIMTech50083.2020.9211197
  34. Overby, J. W., & Lee, E. J. (2006). The effects of utilitarian and hedonic online shopping value on consumer preference and intentions. Journal of Business Research, 59(10–11), 1160–1166. https://doi.org/10.1016/j.jbusres.2006.03.008
  35. Park, J., Ko, E., & Kim, S. (2010). Consumer Behavior in Green Marketing for Luxury Brand: A Cross-Cultural Study of US, Japan and Korea. Journal of Global Academy of Marketing Science, 20(4), 319–333. https://doi.org/10.1080/12297119.2010.9707436
  36. Ravi Dhar, & Klaus Wertenbroch. (2000). Consumer Choice Between Hedonic and Utilitarian Goods. Journal of Marketing Research, XXXVII(February), 60–71.
  37. Ryu, K., Han, H., & Jang, S. S. (2010). Relationships among hedonic and utilitarian values, satisfaction and behavioral intentions in the fast-casual restaurant industry. International Journal of Contemporary Hospitality Management, 22(3), 416–432. https://doi.org/10.1108/09596111011035981
  38. Shang, Q., Jin, J., & Qiu, J. (2020). Utilitarian or hedonic: Event-related potential evidence of purchase intention bias during online shopping festivals. Neuroscience Letters, 715, 134665. https://doi.org/10.1016/j.neulet.2019.134665
  39. Sirclo.com. (2019). Perilaku Belanja Online Generasi X, Y dan Z. Retrieved from https://www.sirclo.com/blog/perilaku-belanja-online-generasi-x-y-dan-z/
  40. Soebandhi, S. (2015). Motivasi Utilitarian , S Earch Intention Dan Purchase, 13(2), 179–191.
  41. Trisnawati, D., & Ferdinand, A. T. (2018). Analisis Pengaruh Kualitas Sistem Layanan, Lingkungan Fisik Jasa, Personil Kontak, Nilai Utilitarian, Dan Citra Perusahaan Terhadap Keputusan Pembelian (Studi Pada Pengguna Brt Trans Semarang). Diponegoro Journal Of Management, 7(4), 1–13.
  42. Utamanyu, R. A., & Darmastuti, R. (2022). Budaya Belanja Online Generasi Z Dan Generasi Milenial Di Jawa Tengah (Studi Kasus Produk Kecantikan di Online Shop Beauty by ASAME). Scriptura, 12(1), 58–71. https://doi.org/10.9744/scriptura.12.1.58-71
  43. Wu, W., Huang, V., Chen, X., Davison, R. M., & Hua, Z. (2018). Social value and online social shopping intention: the moderating role of experience. Information Technology and People, 31(3), 688–711. https://doi.org/10.1108/ITP-10-2016-0236
  44. Yang, K., & Lee, H. J. (2010). Gender differences in using mobile data services: Utilitarian and hedonic value approaches. Journal of Research in Interactive Marketing, 4(2), 142–156. https://doi.org/10.1108/17505931011051678
  45. Zhang, Y., Chaipoopirutana, S., & Combs, H. (2011). The Influence of the Mall Environment on Shoppers’ Values and Consumer Behavior in China. Proceedings of ASBBS, 18(1), 214–224.