Pengaruh Utilitarian Value dan Hedonic Value terhadap Intensi Membeli Ulang Layanan Dompet Digital (E-Wallet) dengan Kepuasan Konsumen sebagai Mediasi

Abstract

In today's digital era, digital wallets are increasingly popular in Indonesia. However, only some studies still examine the factors influencing users' intention to reuse digital wallet services in Indonesia. This study aimed to examine the effect of utilitarian and hedonic value on the intention to reuse digital wallet services (e-wallet), with the mediation of customer satisfaction. A total of 354 digital wallet users in Indonesia were selected as research subjects using a purposive sampling method to collect data on utilitarian value, hedonic value, customer satisfaction, and intention to reuse digital wallet services. Structural equation modeling (SEM) was used as the data analysis method. The results showed that utilitarian and hedonic value positively and significantly affect customer satisfaction, while only utilitarian value positively and significantly affect reuse intention. Customer satisfaction positively and significantly affect the intention to reuse digital wallet services. In addition, customer satisfaction serves as a partial mediator between utilitarian value and the intention to reuse digital wallet services. Customer satisfaction also fully mediates between hedonic value and the intention to reuse digital wallet services. This research contributed to understanding the factors that influence users' intention to reuse digital wallet services and provides insight for digital wallet service providers to focus on utilitarian value and hedonic value in order to increase consumer satisfaction and increase users' intention to reuse their services.