Utilitarian value and hedonic value: Empirical evidence of purchase intention at Soekarno-Hatta international airport

The problem at Soekarno-Hatta Airport was the need for more facilities with value for consumers, both utilitarian and hedonic. The research examines the impact of Utilitarian and Hedonic Values on Purchase Intentions, which Customer Intentions mediate. Based on the data, the research approach used was quantitative. According to the explanation category, this research is asymmetric causal research. The study population comprised business class passengers of full-service airlines at Soekarno-Hatta International Airport with various destinations, and the sample size was 219 respondents. The sampling technique was non-probability sampling, in this case, incidental sampling. The method of secondary data collection used was a study-desk with technical data using SEM-PLS. The results showed that Hedonic Value and Purchase Intention directly andsignificantly influenced Customer Intention and Purchase Intention. Customer Intention Hedonic Value had a positive but insignificant impact on purchase intention.