THE EFFECT OF UTILITARIAN VALUE AND HEDONIC VALUE ON TEENAGERS CUSTOMER LOYALTY AT MANADO TOWN SQUARE

Abstract

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.

Keywords: utilitarian value, hedonic value, customer loyalty