THE EFFECT OF UTILITARIAN VALUE AND HEDONIC VALUE ON TEENAGERS CUSTOMER LOYALTY AT MANADO TOWN SQUARE
ABSTRACT: Study found
adolescent population is growing very rapidly, and trends in the behaviour of
teenager consumer shopping styles that consumptive cause marketers interested
in knowing the values teenager sought in shopping. By knowing the values,
marketers can increase customer loyalty at malls to keep win the market share
and be better than competitors. This research focuses on teenager customer
loyalty of Manado Town Square. The purpose of this research is to find out the
effect of Utilitarian and Hedonic Value on Customer Loyalty in Manado Town
Square, simultaneously and partially. This research use quantitative method and
the Multiple Regression Analysis. The data in this research is gathered from
100 teenager respondents between 13 until 24 years old by using purposive
sampling method. The result of this research is indicated the significant effect
of Utilitarian and Hedonic Value on Customer Loyalty partially and
simultaneously. The recommendation of this research is for management of Manado
Town Square should pay attention to the Utilitarian and Hedonic value to keep
the good and long term relationship with customers which can increase Customer
Loyalty.
Author: Nancy Veronica
Sangkoy, Maria V. J. Tielung
Journal Code: jpmanajemengg150092
