Hedonic Value and Utilitarian Value on Product Purchasing Decision in Food Truck Business

DOI

10.2991/aer.k.210825.005How to use a DOI?

Keywords

Department of Economic and Business, Jambi University

Abstract

The emergence of Food and Beverages way selling by using food truck business facility. Citizens responded to it with high enthusiasm. The purpose of this study is to analyze the influence of Hedonic and Utilitarian values on product purchasing decisions in the Food Truck business. This type of research is mixed-method research with a Sequential Exploratory Design Research Type. This type used 2 (two) stages, the first stage using qualitative and then continued by using quantitative. The respondents used in this research are the customers who have made transactions with the Food Truck business, in Jambi City. This study concludes that the influence of hedonic value is more dominant than the utilitarian value on product purchasing decision in the Food Truck business

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Tona Aurora Lubis
PY  - 2021
DA  - 2021/08/26
TI  - Hedonic Value and Utilitarian Value on Product Purchasing Decision in Food Truck Business
BT  - Proceedings of the 3rd Green Development International Conference (GDIC 2020)
PB  - Atlantis Press
SP  - 21
EP  - 26
SN  - 2352-5401
UR  - https://doi.org/10.2991/aer.k.210825.005
DO  - 10.2991/aer.k.210825.005
ID  - Lubis2021
ER  -