Effect of Utilitarian and Hedonic Value on Starbucks Coffee Customer Satisfaction in Denpasar, Bali, Indonesia

ABSTRACT : Customer satisfaction can occur when customers make purchasing decisions on certain productsor services needed by customers. Customer needs motivate customer behavior in the decision making process.The motivational process is then expressed in purchasing behavior in the form of utilitarian and hedonicbenefits. The objective of this research is to explain the effect of utilitarian value and hedonic value on customersatisfaction at Starbucks Coffee in Denpasar. The population in this study were customers who had shopped atStarbucks Coffee in Denpasar City, with a sample of 100 respondents using purposive sampling technique. Datacollected using questionnaire distribution and analyzed using multiple linear regression. The results show thatutilitarian value has a positive and significant effect on customer satisfaction; hedonic value has a positive andsignificant effect on customer satisfaction; Utilitarian value and hedonic value simultaneously have a positiveand significant effect on customer satisfaction.

Keywords -utilitarian value, hedonic value, and customer satisfaction