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Anugrahni, Sisilia
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering

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Journal : MDP Student Conference

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Investigasi Dampak Shopping Motivation Pada Generasi Z Pengguna Smartphone Merek iPhone di Kota Samarinda Anugrahni, Sisilia; Bharata, Wira; Arsyad, Annisa Wahyuni; Andriana, Ana Noor
MDP Student Conference Vol 3 No 2 (2024): The 3rd MDP Student Conference 2024
Publisher : Universitas Multi Data Palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35957/mdp-sc.v3i2.7436

Abstract

This study aims to determine whether utilitarian motivation and hedonic motivation can affect satisfaction which later leads to the loyalty attitude of generation Z iPhone brand smartphone users in Samarinda City. This research is a type of quantitative research with associative methods. The population in this study is generation Z who use iPhone smartphones in Samarinda City. The sample was obtained using accidental sampling technique and using data analysis techniques in the form of Structural Equation Modeling (SEM)-PLS method. Based on the results of the study, it shows that hedonic motivation has a significant effect on customer satisfaction and loyalty. While utilitarian motivation only has a significant effect on customer satisfaction, it has no significant effect on customer loyalty.
Co-Authors Andriana, Ana Noor Arsyad, Annisa Wahyuni Wira bharata