MDP Student Conference
Vol 3 No 2 (2024): The 3rd MDP Student Conference 2024

Investigasi Dampak Shopping Motivation Pada Generasi Z Pengguna Smartphone Merek iPhone di Kota Samarinda

Anugrahni, Sisilia (Unknown)
Bharata, Wira (Unknown)
Arsyad, Annisa Wahyuni (Unknown)
Andriana, Ana Noor (Unknown)

Article Info

Publish Date
30 Apr 2024

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.

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Journal Info
MDP Student Conference
Website

Abbrev

msc

Publisher

Universitas Multi Data Palembang

Subject

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

Description

MDP Student Conference is a one-year national conference organized by the Universitas Multi Data Palembang. We are inviting teachers, lecturers, researchers, scholars, students, and or other key stakeholders to present and discuss their latest findings, innovations, and best practices as well as ...