The Influence of Utilitarian Value and Hedonic Value to Traveler Purchase Intention at Singapore Changi Airport International Herry Yansen, Agus Rahayu, Lili Adi Wibowo3
Universtas Pendidikan Indonesia
Abstract
Abstract
Consumer behavior, when consumers have the desire to buy or choose a product based on experience in choosing, using and consuming a product is called purchase intention. There are four types of purchase intention or air passanger motivation, functional motivation, social motivation, experimental, and travel-related motivation. Consumer choice of purchase intention are influenced by multiple of consumption values. In its most basic form, consumer typology is divided into rational (utilitarian) and hedonic categories. The following are included in the utilitarian value studied, namely, product offerings, product information, money savings, and convenience. Whereas the hedonic value is examined by social experiences, sharing of common interests, interpersonal attraction, instant status and the thrill of the hunt.
This research uses quantitative research methods that will be tested on 100 travelers at Changi Airport International. The data analysis technique used is multiple linear regression analysis that was previously tested with the classic assumption test that is the test for normality, multicollinearity, heteroscedasticity, and linearity. Then do the determination coefficient, t-test and F-test.
Keywords: Utilitarian Value, Hedonic Value, Consumer Pshychology, and Purchase Intention
