Grocery shopping is Indonesian citizen behavior. One of the ways of needs fulfillment is going shopping. Utilitarian value, hedonic value, customer, satisfaction, repurchase intention, e-Commerce. Based on the Structural Equation Modeling, it is found that utilitarian and hedonic values are significant towards repurchase intention through customer satisfaction.
The sampling method used for research is purposive sampling with 141 respondents who bought Berrybenka products. UTILITARIAN AND HEDONIC VALUES THAT INFLUENCE CUSTOMER SATISFACTION AND THEIR IMPACT ON THE REPURCHASE INTENTION: ONLINE SURVEY TOWARDS BERRYBENKA FASHION E-COMMERCE'S BUYERįaculty of Administrative Science, University of Brawijaya, Indonesia *E-mail: research aims to describe the influence of utilitarian and hedonic values toward customer satisfaction and repurchase intentions.
