Pengaruh Nilai Hedonik dan Utilitarian terhadap Kepuasan Berbelanja Melalui Aplikasi Shopee pada Mahasiswa STIE Widya Praja Tanah Grogot

Karlina Karlina; Tegen Sayuk Rimboko

doi:10.55606/jimak.v5i3.6975

Authors

Karlina Karlina Sekolah Tinggi Ilmu Ekonomi Widya Praja Tanah Grogot
Tegen Sayuk Rimboko STIE Widya Praja Tanah Grogot

DOI:

https://doi.org/10.55606/jimak.v5i3.6975

Keywords:

E-Commerce, Hedonic Value, Shopee, Shopping Satisfaction, Utilitarian Value

Abstract

This study aims to analyze the influence of hedonic value and utilitarian value on students' shopping satisfaction through the Shopee application. The research population consisted of active Shopee users among students of STIE Widya Praja Tanah Grogot, with a sample of 100 respondents selected using purposive sampling technique. A quantitative research method with a survey approach using structured questionnaires was employed. Data were analyzed using multiple linear regression with SPSS version 26. The results indicate that hedonic value has a positive and significant effect on shopping satisfaction (β = 0.412; p < 0.05), utilitarian value has a positive and significant effect on shopping satisfaction (β = 0.358; p < 0.05), and simultaneously both values significantly influence shopping satisfaction with a coefficient of determination (R²) of 0.624. These findings imply that e-commerce platforms such as Shopee need to strengthen enjoyable shopping experiences while providing tangible functional benefits for consumers.

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