The Influence Of Utilitarian Value And Hedonic Value On Purchase Decision Of Asus Laptop In Surabaya

Urdana Chesta Adabi P.; Hery Pudjoprastyono

doi:10.55927/eajmr.v4i6.204

Authors

Urdana Chesta Adabi P. Universitas Pembangunan Nasional "Veteran" Jawa Timur
Hery Pudjoprastyono University Pembangunan Nasional “Veteran” Jawa Timur

DOI:

https://doi.org/10.55927/eajmr.v4i6.204

Keywords:

Cunsomer Behavior, Hedonic Value, Marketing, Purchase Decision, Utilitarian Value

Abstract

In today’s digital era, technological advancement plays a key role in increasing demand for devices such as laptops, especially during the COVID-19 pandemic, which accelerated remote work and digital connectivity. This study investigates how ASUS laptop purchases in Surabaya are influenced by utilitarian and hedonistic values. Purposive sampling was utilized to pick 96 respondents as part of a quantitative methodology. An online survey was used to gather data, and SmartPLS was used to analyze the results using the Partial Least Square (PLS) approach in conjunction with Structural Equation Modeling (SEM). The results demonstrate that both utilitarian and hedonistic values significantly and favorably influence consumer choices. This study advances the field of marketing science and provides ASUS with useful information for developing successful marketing plans.

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