ANALYZING UTILITARIAN AND HEDONIC VALUE BETWEEN MALE AND FEMALE CUSTOMERS OF EXCELSO MANADO TOWN SQUARE
Abstract: Study found Coffee
has now become part of the lifestyle. People come to the Excelso not simply
want to drink coffee, but because there is a touch of emotion, whether it’s a
feeling of pride, prestige, or the warmth of one of the strategic steps performed
by the provider of the Excelso Coffee shop. By knowing the values, excelso can
increase customer to keep win the market share and be better than competitors.
This research focuses on customers of Excelso Manado Town Square. This research
conducted by a quantitative method and this research population is the buyers
of wakai counterfeit shoes. By using an Independent Sample t-test, this
research conducted a hypothesis is there is significant difference in
utilitarian and hedonic value between male and female customers of Excelso
Manado Town Square. Based on the result of this research, the data is normally
distributed and homogenous. The result shows that there are no significant
differences in utilitarian value and hedonic value between male and female
customers of Excelso Manado Town Square. Findings suggest to develop strategies
for enhancing utilitarian and hedonic value, which can increase the probability
of customers revisiting to Excelso.
Keywords: utilitarian value,
hedonic value, gender
Penulis: Vanessa Natalisa
Palilingan, W.J.F Alfa Tumbuan, Ferdinand J. Tumewu
Kode Jurnal: jpmanajemendd170983
