An Assessment of Consumer Shopping Behavior with A Hedonic and Utilitarian Approach to Modern Retail

DOI

10.2991/aebmr.k.220602.035How to use a DOI?

Keywords

hedonism; utilitarianism; store loyalty

Abstract

This study aims to examine and analyze the effect of hedonic and utilitarian shopping behavior on store loyalty in modern retail. The population and sample of this research were the people of Surakarta who shopped at modern retail stores. The type of data in this research adopted primary data. The data collection method used was a questionnaire, and a purposive sampling method was employed. We utilized multiple linear regression as data analysis. The analysis results in this study revealed that hedonism had a significant effect on store loyalty, and utilitarianism had a significant effect on store loyalty.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Feyza Azzahra Putri
AU  - Anton Agus Setyawan
PY  - 2022
DA  - 2022/06/13
TI  - An Assessment of Consumer Shopping Behavior with A Hedonic and Utilitarian Approach to Modern Retail
BT  - Proceedings of the International Conference on Economics and Business Studies (ICOEBS 2022)
PB  - Atlantis Press
SP  - 267
EP  - 272
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220602.035
DO  - 10.2991/aebmr.k.220602.035
ID  - Putri2022
ER  -