UTILITARIAN VALUES AND HEDONIC VALUES OF WOMEN COFFEE LOVERS
DOI:
https://doi.org/10.31933/dijemss.v2i2.666Keywords:
Coffee, Hedonic Values, Utilitarian Values, WomenAbstract
This study on the utilitarian values and hedonic values for women coffee lovers, aims to analyze the role of product attributes to the utilitarian values and hedonic values in shaping positive attitudes and behavior of consumers in deciding the purchase intentions. The design of this study uses descriptive-quantitative research. While the determination of the sample is women’s in West Jakarta who have consumed coffee today by using purposive sampling techniques to 148 women. The results of primary data collection will be analyzed using the SEM-Covariance method. The findings of this study indicate that product attributes have a positive and significant effect on utilitarian values and hedonic values. The utilitarian values and hedonic values have a positive significant effect on repurchase intention.
References
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Bernués, A., Olaizola, A., & Corcoran, K. (2003). Extrinsic attributes of red meat as indicators of quality in Europe: An application for market segmentation. Food Quality and Preference, 14(4), 265–276. https://doi.org/10.1016/S0950-3293(02)00085-X
Chen, H. J., & Sun, T. H. (2014). Clarifying the impact of product scarcity and perceived uniqueness in buyers’ purchase behavior of games of limited-amount version. Asia Pacific Journal of Marketing and Logistics, 26(2), 232–249. https://doi.org/10.1108/APJML-07-2013-0084
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Hofmans, J., Theuns, P., & Mairesse, O. (2007). Impact of the number of response categories on linearity and sensitivity of self-anchoring scales: A functional measurement approach. Methodology, 3(4), 160–169. https://doi.org/10.1027/1614-2241.3.4.160
Jianying, F., Xia, W., Zetian, F., & Weisong, M. (2014). Assessment of consumers’ perception and cognition toward table grape consumption in China. British Food Journal, 116(4), 611–628. https://doi.org/10.1108/BFJ-04-2012-0101
Joseph-mathews, S., Bonn, M. A., & Snepenger, D. (2009). Atmospherics and consumers’ symbolic interpretations of hedonic services. International Journal of Culture, Tourism and Hospitality Research, 3(3), 193–210. https://doi.org/10.1108/17506180910980519
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Larasetiati, M., & Ali, H. (2019). Model of Consumer Trust: Analysis of Perceived Usefulness and toward Repurchase Intention in Online Travel Agent. Journal of Economics and Finance, 3(8), 350–357. https://doi.org/10.21276/sjef.2019.3.8.5
Lee, C. W., & Liao, C. S. (2009). The effects of consumer preferences and perceptions of Chinese tea beverages on brand positioning strategies. British Food Journal, 111(1), 80–96. https://doi.org/10.1108/00070700910924254
Lin, H. H., Wang, Y. S., & Chang, L. K. (2011). Consumer responses to online retailer’s service recovery after a service failure: A perspective of justice theory. Managing Service Quality, 21(5), 511–534. https://doi.org/10.1108/09604521111159807
Mueller Loose, S., & Szolnoki, G. (2012). Market price differentials for food packaging characteristics. Food Quality and Preference, 25(2), 171–182. https://doi.org/10.1016/j.foodqual.2012.02.009
Munnukka, J., & Järvi, P. (2012). The price-category effect and the formation of customer value of high-tech products. Journal of Consumer Marketing, 29(4), 293–301. https://doi.org/10.1108/07363761211237362
Murphy, A., & Jenner-Leuthart, B. (2011). Fairly sold? Adding value with fair trade coffee in cafes. Journal of Consumer Marketing, 28(7), 508–515. https://doi.org/10.1108/07363761111181491
Park, C. (2004). Efficient or enjoyable? Consumer values of eating-out and fast food restaurant consumption in Korea. International Journal of Hospitality Management, 23(1), 87–94. https://doi.org/10.1016/j.ijhm.2003.08.001
Permana, D. (2017). Toward the Best Model of Strategy Implementation in Indonesian Islamic Banking from the Lens of Strategic Clarity. European Research Studies Journal, XX(4B), 3–15.
Pramatatya, V., Najib, M., & Nurrochmat, D. R. (2004). Pengaruh Atmosfer Kedai Kopi Terhadap Emosi Dan Keputusan Pembelian Ulang. Jurnal Manajemen Dan Agribisnis, 12(2), 126–136. https://doi.org/10.17358/jma.12.2.126
Preston, C. C., & Colman, A. M. (2000). Optimal number of response categories in rating scales: Reliability, validity, discriminating power, and respondent preferences. Acta Psychologica, 104(1), 1–15. https://doi.org/10.1016/S0001-6918(99)00050-5
Rekarti, E., Doktoralina, A.B., & Saluy, A.B. (2018). Development model of marketing capabilities and export performance of smes: a proposed study. European Journal of Business and Management, 10(22), 107-114.
Robinson, O. C. (2014). Sampling in Interview-Based Qualitative Research: A Theoretical and Practical Guide. Qualitative Research in Psychology, 11(1), 25–41. https://doi.org/10.1080/14780887.2013.801543
Ryu, K., Han, H., & Jang, S. S. (2010). Relationships among hedonic and utilitarian values, satisfaction and behavioral intentions in the fast-casual restaurant industry. International Journal of Contemporary Hospitality Management, 22(3), 416–432. https://doi.org/10.1108/09596111011035981
Scarpi, D. (2006). Fashion stores between fun and usefulness. Journal of Fashion Marketing and Management: An International Journal, 10(1), 7–24. https://doi.org/10.1108/13612020610651097
Schollenberg, L. (2012). Estimating the hedonic price for Fair Trade coffee in Sweden. British Food Journal, 114(3), 428–446. https://doi.org/10.1108/00070701211213519
Shields, P.M., & Rangarajan, N. (2013). A playbook for research methods: integrating conceptual frameworks and project management. Stillwater, OK: New Forums Press. https://en.wikipedia.org/wiki/Descriptive_research
Shuttleworth, M. (2008). Quantitative Research Design. Explorable.com: https://explorable.com/quantitative-research-design
Sorenson, D., & Bogue, J. (2006). Modelling soft drink purchasers’ preferences for stimulant beverages. International Journal of Food Science and Technology, 41(6), 704–711. https://doi.org/10.1111/j.1365-2621.2005.01139.x
Tasurru, H. H., & Salehudin, I. (2014). Global Brands and Consumer Ethnocentrism of Youth Soft Drink Consumers in Greater Jakarta, Indonesia. ASEAN Marketing Journal, 6(2), 77–88. https://doi.org/10.21002/amj.v6i2.4212
Ting, H., & Thurasamy, R. (2016). What matters to infrequent customers: a pragmatic approach to understanding perceived value and intention to revisit trendy coffee café. SpringerPlus, 5(1), 1–11. https://doi.org/10.1186/s40064-016-2259-5
Topalo?lu, C. (2012). Consumer Motivation and Concern Factors for Online Shopping in Turkey. Asian Academy of Management Journal, 17(2), 1–19.
Torlak, N. G., Demir, A., & Budur, T. (2019). Impact of operations management strategies on customer satisfaction and behavioral intentions at café-restaurants. International Journal of Productivity and Performance Management. https://doi.org/10.1108/IJPPM-01-2019-0001
Underwood, R. L. (2003). The Communicative Power of Product Packaging: Creating Brand Identity via Lived and Mediated Experience. Journal of Marketing Theory and Practice, 11(1), 62–76. https://doi.org/10.1080/10696679.2003.11501933
Van Den Heuvel, F. P., de Langen, P. W., van Donselaar, K. H., & Fransoo, J. C. (2011). Identification of Employment Concentration and Specialization Areas?: Theory and Application. Beta Working Paper, 354(August), 26p. https://doi.org/10.1002/agr
Vijaranakorn, K., & Shannon, R. (2017). The influence of country image on luxury value perception and purchase intention. In Journal of Asia Business Studies (Vol. 11, Issue 1). https://doi.org/10.1108/JABS-08-2015-0142
Wang, E. S. T. (2013). The influence of visual packaging design on perceived food product quality, value, and brand preference. International Journal of Retail and Distribution Management, 41(10), 805–816. https://doi.org/10.1108/IJRDM-12-2012-0113
Wang, E. S. T. (2015). Effect of food service-brand equity on consumer-perceived food value, physical risk, and brand preference. British Food Journal, 117(2), 553–564. https://doi.org/10.1108/BFJ-09-2013-0260
Wang, E. S. T., & Yu, J. R. (2016). Effect of product attribute beliefs of ready-to-drink coffee beverages on consumer-perceived value and repurchase intention. British Food Journal, 118(12), 2963–2980. https://doi.org/10.1108/BFJ-03-2016-0128
Weafer, J., Burkhardt, A., & de Wit, H. (2014). Sweet taste liking is associated with impulsive behaviors in humans. Frontiers in Behavioral Neuroscience, 8(JUNE), 1–6. https://doi.org/10.3389/fnbeh.2014.00228
Woodruff, R. B. (1997). Marketing in the 21st Century Customer Value: The Next Source for Competitive Advantage. Journal of the Academy of Marketing Science, 25(3), 256–256. https://doi.org/10.1177/0092070397253006
Yoon Kin Tong, D., fa Tong, X., & Yin, E. (2012). Young consumers’ views of infused soft drinks innovation. Young Consumers, 13(4), 392–406. https://doi.org/10.1108/17473611211282635
Agrawal, G. K., Timperio, A. M., Zolla, L., Bansal, V., Shukla, R., & Rakwal, R. (2013). Biomarker discovery and applications for foods and beverages: Proteomics to nanoproteomics. Journal of Proteomics, 93, 74–92. https://doi.org/10.1016/j.jprot.2013.04.014
Ali, H. (2019). Building Repurchase Intention and Purchase Decision: Brand Awareness and Brand Loyalty Analysis (Case Study Private Label Product in Alfamidi Tangerang). Saudi Journal of Humanities and Social Sciences, 04(09), 623–634. https://doi.org/10.36348/sjhss.2019.v04i09.009
Aw, E. C. X., Flynn, L. R., & Chong, H. X. (2019). Antecedents and consequences of self-congruity: replication and extension. Journal of Consumer Marketing, 36(1), 102–112. https://doi.org/10.1108/JCM-10-2017-2424
Babbie, E.R. (2010). The Practice of Social Research. London: Cengage Learning.
Babin, B. J., Darden, W. R., & Griffin, M. (1994). Utilitarian shopping value. Journal of Consumer Research, 20(4), 644–657. https://doi.org/DOI: http://dx.doi.org/10.1086/209376
Bernués, A., Olaizola, A., & Corcoran, K. (2003). Extrinsic attributes of red meat as indicators of quality in Europe: An application for market segmentation. Food Quality and Preference, 14(4), 265–276. https://doi.org/10.1016/S0950-3293(02)00085-X
Chen, H. J., & Sun, T. H. (2014). Clarifying the impact of product scarcity and perceived uniqueness in buyers’ purchase behavior of games of limited-amount version. Asia Pacific Journal of Marketing and Logistics, 26(2), 232–249. https://doi.org/10.1108/APJML-07-2013-0084
Chiu, C.-H., Wei, S.-T., Wei, C.-S., & Wei, C.-C. (2019). Impact of eight dimensions on the business of specialty coffee shop. Pressacademia, 6(1), 79–87. https://doi.org/10.17261/pressacademia.2019.1023
Chuang, F.-Y., Lee, L.-Y., & Li, L.-Y. (2013). Canonical Correlation Analysis-Examining the Relationship between Consumption Experience and Experiential Value. Journal of International Management Studies, 8(2), 95–102. http://search.proquest.com/docview/1459224770?accountid=46437
Drichoutis, A., Lazaridis, P., & Nayga Jr, R. (2006). Consumers’ use of nutritional labels: a review of research studies and issues. Academy of Marketing Science Review, 2006(9), 1.
Firmansyah, N., & Ali, H. (2019). Consumer Trust Model?: The Impact of Satisfaction and E-Service Quality toward Repurchase Intention in E-Commerce. 6256, 552–559. https://doi.org/10.21276/sjhss.2019.4.8.4
Gan, C., & Wang, W. (2017). The influence of perceived value on purchase intention in social commerce context. Internet Research, 27(4), 772–785. https://doi.org/10.1108/IntR-06-2016-0164
Gould-Williams, J. (1999). The impact of employee performance cues on guest loyalty, perceived value and service quality. Service Industries Journal, 19(3), 97–118. https://doi.org/10.1080/02642069900000032
Grundey, D. (2010). Functionality of product packaging: Surveying consumers’ attitude towards selected cosmetic brands. Economics and Sociology, 3(1), 87–103. https://doi.org/10.14254/2071-789X.2010/3-1/9
Gupta, S., Kim, H. W., & Sharma, M. (2011). Customer switching to organized retail in semiurban markets: A study in an Indian context. Journal of International Consumer Marketing, 23(5), 314–328. https://doi.org/10.1080/08961530.2011.602950
Gurusamy, P., & Yamakanith, P. (2015). Export performance of coffee in India- An analytical study. 2(2), 118–122.
Hofmans, J., Theuns, P., & Mairesse, O. (2007). Impact of the number of response categories on linearity and sensitivity of self-anchoring scales: A functional measurement approach. Methodology, 3(4), 160–169. https://doi.org/10.1027/1614-2241.3.4.160
Jianying, F., Xia, W., Zetian, F., & Weisong, M. (2014). Assessment of consumers’ perception and cognition toward table grape consumption in China. British Food Journal, 116(4), 611–628. https://doi.org/10.1108/BFJ-04-2012-0101
Joseph-mathews, S., Bonn, M. A., & Snepenger, D. (2009). Atmospherics and consumers’ symbolic interpretations of hedonic services. International Journal of Culture, Tourism and Hospitality Research, 3(3), 193–210. https://doi.org/10.1108/17506180910980519
Kazakevi?i?t?, A., & Banyt?, J. (2013). The Relationship of Consumers‘ Perceived Hedonic Value and Behavior. Engineering Economics, 23(5), 532–540. https://doi.org/10.5755/j01.ee.23.5.1975
Larasetiati, M., & Ali, H. (2019). Model of Consumer Trust: Analysis of Perceived Usefulness and toward Repurchase Intention in Online Travel Agent. Journal of Economics and Finance, 3(8), 350–357. https://doi.org/10.21276/sjef.2019.3.8.5
Lee, C. W., & Liao, C. S. (2009). The effects of consumer preferences and perceptions of Chinese tea beverages on brand positioning strategies. British Food Journal, 111(1), 80–96. https://doi.org/10.1108/00070700910924254
Lin, H. H., Wang, Y. S., & Chang, L. K. (2011). Consumer responses to online retailer’s service recovery after a service failure: A perspective of justice theory. Managing Service Quality, 21(5), 511–534. https://doi.org/10.1108/09604521111159807
Mueller Loose, S., & Szolnoki, G. (2012). Market price differentials for food packaging characteristics. Food Quality and Preference, 25(2), 171–182. https://doi.org/10.1016/j.foodqual.2012.02.009
Munnukka, J., & Järvi, P. (2012). The price-category effect and the formation of customer value of high-tech products. Journal of Consumer Marketing, 29(4), 293–301. https://doi.org/10.1108/07363761211237362
Murphy, A., & Jenner-Leuthart, B. (2011). Fairly sold? Adding value with fair trade coffee in cafes. Journal of Consumer Marketing, 28(7), 508–515. https://doi.org/10.1108/07363761111181491
Park, C. (2004). Efficient or enjoyable? Consumer values of eating-out and fast food restaurant consumption in Korea. International Journal of Hospitality Management, 23(1), 87–94. https://doi.org/10.1016/j.ijhm.2003.08.001
Permana, D. (2017). Toward the Best Model of Strategy Implementation in Indonesian Islamic Banking from the Lens of Strategic Clarity. European Research Studies Journal, XX(4B), 3–15.
Pramatatya, V., Najib, M., & Nurrochmat, D. R. (2004). Pengaruh Atmosfer Kedai Kopi Terhadap Emosi Dan Keputusan Pembelian Ulang. Jurnal Manajemen Dan Agribisnis, 12(2), 126–136. https://doi.org/10.17358/jma.12.2.126
Preston, C. C., & Colman, A. M. (2000). Optimal number of response categories in rating scales: Reliability, validity, discriminating power, and respondent preferences. Acta Psychologica, 104(1), 1–15. https://doi.org/10.1016/S0001-6918(99)00050-5
Rekarti, E., Doktoralina, A.B., & Saluy, A.B. (2018). Development model of marketing capabilities and export performance of smes: a proposed study. European Journal of Business and Management, 10(22), 107-114.
Robinson, O. C. (2014). Sampling in Interview-Based Qualitative Research: A Theoretical and Practical Guide. Qualitative Research in Psychology, 11(1), 25–41. https://doi.org/10.1080/14780887.2013.801543
Ryu, K., Han, H., & Jang, S. S. (2010). Relationships among hedonic and utilitarian values, satisfaction and behavioral intentions in the fast-casual restaurant industry. International Journal of Contemporary Hospitality Management, 22(3), 416–432. https://doi.org/10.1108/09596111011035981
Scarpi, D. (2006). Fashion stores between fun and usefulness. Journal of Fashion Marketing and Management: An International Journal, 10(1), 7–24. https://doi.org/10.1108/13612020610651097
Schollenberg, L. (2012). Estimating the hedonic price for Fair Trade coffee in Sweden. British Food Journal, 114(3), 428–446. https://doi.org/10.1108/00070701211213519
Shields, P.M., & Rangarajan, N. (2013). A playbook for research methods: integrating conceptual frameworks and project management. Stillwater, OK: New Forums Press. https://en.wikipedia.org/wiki/Descriptive_research
Shuttleworth, M. (2008). Quantitative Research Design. Explorable.com: https://explorable.com/quantitative-research-design
Sorenson, D., & Bogue, J. (2006). Modelling soft drink purchasers’ preferences for stimulant beverages. International Journal of Food Science and Technology, 41(6), 704–711. https://doi.org/10.1111/j.1365-2621.2005.01139.x
Tasurru, H. H., & Salehudin, I. (2014). Global Brands and Consumer Ethnocentrism of Youth Soft Drink Consumers in Greater Jakarta, Indonesia. ASEAN Marketing Journal, 6(2), 77–88. https://doi.org/10.21002/amj.v6i2.4212
Ting, H., & Thurasamy, R. (2016). What matters to infrequent customers: a pragmatic approach to understanding perceived value and intention to revisit trendy coffee café. SpringerPlus, 5(1), 1–11. https://doi.org/10.1186/s40064-016-2259-5
Topalo?lu, C. (2012). Consumer Motivation and Concern Factors for Online Shopping in Turkey. Asian Academy of Management Journal, 17(2), 1–19.
Torlak, N. G., Demir, A., & Budur, T. (2019). Impact of operations management strategies on customer satisfaction and behavioral intentions at café-restaurants. International Journal of Productivity and Performance Management. https://doi.org/10.1108/IJPPM-01-2019-0001
Underwood, R. L. (2003). The Communicative Power of Product Packaging: Creating Brand Identity via Lived and Mediated Experience. Journal of Marketing Theory and Practice, 11(1), 62–76. https://doi.org/10.1080/10696679.2003.11501933
Van Den Heuvel, F. P., de Langen, P. W., van Donselaar, K. H., & Fransoo, J. C. (2011). Identification of Employment Concentration and Specialization Areas?: Theory and Application. Beta Working Paper, 354(August), 26p. https://doi.org/10.1002/agr
Vijaranakorn, K., & Shannon, R. (2017). The influence of country image on luxury value perception and purchase intention. In Journal of Asia Business Studies (Vol. 11, Issue 1). https://doi.org/10.1108/JABS-08-2015-0142
Wang, E. S. T. (2013). The influence of visual packaging design on perceived food product quality, value, and brand preference. International Journal of Retail and Distribution Management, 41(10), 805–816. https://doi.org/10.1108/IJRDM-12-2012-0113
Wang, E. S. T. (2015). Effect of food service-brand equity on consumer-perceived food value, physical risk, and brand preference. British Food Journal, 117(2), 553–564. https://doi.org/10.1108/BFJ-09-2013-0260
Wang, E. S. T., & Yu, J. R. (2016). Effect of product attribute beliefs of ready-to-drink coffee beverages on consumer-perceived value and repurchase intention. British Food Journal, 118(12), 2963–2980. https://doi.org/10.1108/BFJ-03-2016-0128
Weafer, J., Burkhardt, A., & de Wit, H. (2014). Sweet taste liking is associated with impulsive behaviors in humans. Frontiers in Behavioral Neuroscience, 8(JUNE), 1–6. https://doi.org/10.3389/fnbeh.2014.00228
Woodruff, R. B. (1997). Marketing in the 21st Century Customer Value: The Next Source for Competitive Advantage. Journal of the Academy of Marketing Science, 25(3), 256–256. https://doi.org/10.1177/0092070397253006
Yoon Kin Tong, D., fa Tong, X., & Yin, E. (2012). Young consumers’ views of infused soft drinks innovation. Young Consumers, 13(4), 392–406. https://doi.org/10.1108/17473611211282635
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2020-12-20
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Hamdan, H., & Paijan, P. (2020). UTILITARIAN VALUES AND HEDONIC VALUES OF WOMEN COFFEE LOVERS. Dinasti International Journal of Education Management And Social Science, 2(2), 310–322. https://doi.org/10.31933/dijemss.v2i2.666
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