An Assessment of Consumer Shopping Behavior with A Hedonic and Utilitarian Approach to Modern Retail
Authors
Feyza Azzahra Putri1, Anton Agus Setyawan*, 1
1Department of Management, Faculty of Economics and Business, Universitas Muhammadiyah Surakarta
*Corresponding author. Email: anton.setyawan@ums.ac.id
Corresponding Author
Anton Agus Setyawan
Available Online 13 June 2022.
- 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.
Cite this article
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 -