In addition the availability of more variable of post customer satisfaction

In addition the availability of more variable of post

This preview shows page 85 - 87 out of 198 pages.

In addition, the availability of more variable of post-customer satisfaction will be able to determine the impact of customer satisfaction itself. It is better to choose a product with long- term purchase as the object so that able to truly determine which one higher between utilitarian and hedonic value. 2. For website developer of, in accordance with research result for utilitarian value variable in which the highest factor is a convenience so that it is important for Berrybenka to be able to maintain the ease of use in the website, like the ease of payment, the ease of order, the ease of complaining delivery. The more ease the website uses, the more increase the utilitarian value obtained by the consumer and maintain consumer trust to make a transaction at Berrybenka. Furthermore, seen from hedonic value variable, the
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RJOAS, 1(73), January 2018 84 highest influential factor is that exploration indicator is suggested to be able to improve product types, especially up-to-date new products since Berrybenka customer is happy to do exploration towards Berrybenka products. In relation to the impact of customer satisfaction which is repurchase intention, an intention to engage in positive word-of-mouth is an indicator having the highest influence of repurchase intention variable, so this indicator can be a reference to conduct the promotion. For example, facilitating customer to give a review to the product can add a discussion or commend column towards the product. In addition, berrybenka's product delivery neatness can be maintained or improved since according to the research result, packaging neatness gets highest mean value from the respondent. It means that Berrybenka' packaging is truly safe and neat so that the quality of the product is being up during the delivery process. In addition, it forces Berrybenka to maintain the benefit value of the product itself since on average the customer buys Berrybenka product more about the benefit than the prestige. Due to the number of new e-commerce is getting higher, Berrybenka should be more selective to select a brand which wants to join and maintain the variation of products available at Berrybenka. REFERENCES 1. Babin, Barry J., andJill S Attaway. 2000. “Atmospheric As a Tool for Creating Value and Gaining Share of Customer .” Journal of Business Research 91-99. 2. Bridges, Eileen dan Renee Florsheim. 2008. “Hedonic and Utilitarian Shopping Goals: The Online Experience.” Business Research 309-314. 3. Chiu, et al. 2012. “Understanding Customers Repeat Purchase Intentions in B2C E- Commerce: The Roles of Utilitarian Value, Hedonic Value andPerceived Risk.” Info System Journal 1-30. 4. CNN Indonesia. 2016. CNN Indonesia Teknologi. 27 April. Diakses Agustus 13, 2017. - commerce-indonesia-di-2016-ditaksir-rp394-triliun/.
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