The Contribution of Hedonic and Utilitarian Value in Creating Customers' Satisfaction

Zalora is as one of online shopping merchants in Indonesia need a proper marketing strategy to survive in this oriented e-commerce era. This study focused on Hedonic value and Utilitarian value as two values that can influence customer satisfaction. By further studying the factors that create the customer satisfaction from Hedonic Value and Utilitarian Value, the aim of this study is to find out whether those two factors can influence customer satisfaction when they do online shopping in Zalora. The result of this study can help Zalora to develop a proper marketing strategy for creating Zalora loyal customers. The data collection technique is distributing questionnaire to 100 respondents with age 20-50 years old experiencing online shopping in Zalora. The questionnaire result was analyzed using Multiple Regression. The result of this study showed that Hedonic Value and Utilitarian value can influence the customer satisfaction when online shopping either partially or simultaneously. Hopefully the result of this study can be used as the consideration for Zalora, that in developing marketing strategy, it is crucial to consider the Hedonic Value and Utilitarian Value because these two factors can create customer satisfaction.