The Effects of Hedonic Value, Utilitarian Value, and Customer Value on Satisfaction and Behavioral Intentions
This study aims to examine the effects of hedonic value, utilitarian value, and customer value on satisfaction and behavioral intentions. Data were obtained from the survey by distributing questionnaires to respondents. This research applies a convenience sampling technique with the sample consisted of 110 respondents, i.e., the consumers of Timlo Sastro Solo. Data were analyzed by using Structural Equation Modelling (SEM) with Amos program. The findings of the research show that hedonic value, utilitarian value, and customer value have significant effects on satisfaction and behavioral intention through satisfaction. This research suggests Timlo Sastro Solo to maintain the quality of food taste, provide prompt service, maintain cleanliness, and arrange the restaurant layout to increase customer value towards the restaurant in order to increase consumer satisfaction so that the consumer will repurchase and recommend products to the others.