CHAPTER V CONCLUSION AND RECOMMENDATIONlibrary.binus.ac.id/eColls/eThesisdoc/Bab5/chapter 5_252.pdfCHAPTER V CONCLUSION AND RECOMMENDATION This chapter explains about the findings

CHAPTER V

CONCLUSION AND RECOMMENDATION

This chapter explains about the findings of the research. The author will elaborate more

on the conclusion, managerial implications, limitations, and give suggestions for future

research.

5.1 Conclusion

To look back of what have already been discussed, these are the few key important

points of this research. This is a replication research and is titled “Analyzing the

relationship between shopping orientation (hedonism and utilitarianism) and perceived

value, store loyalty, and purchased amount: the case of MAP fashion store in Jakarta”

and the research aims to find out:

1. Whether hedonism and utilitarianism shopping orientation have impact on perceived

value

2: Whether hedonism and utilitarianism shopping orientation have impact on store

loyalty

3: Whether shopping orientation has impact on purchased amount

4: Whether perceived value have impact on store loyalty

5: Whether perceived value have impact on purchase amount

This is a replica research from original journal “Fashion stores between fun and

usefulness” by Daniele Scarpi in 2006. The original previous research was done in Italy,

and the current research was done in Jakarta, therefore making it to have different result

of the findings.

During the research, the author uses descriptive analysis (factor analysis), reliability and

validity test, and linear regression multiple and simple) which are checked by SPSS

20.0 to test on the hypotheses. 150 respondents were used to conduct this research on

paper-based questionnaires that are distributed through author’s convenient sampling

(Bina Nusantara Univeristy, Plaza Indonesia and Grand Indonesia). There are 8

hypotheses in this research, and 4 of them were rejected.

From the result, hedonism and utilitarianism contributes in the perceived value, store

loyalty and purchased amount in fashion stores in Jakarta. The result of the research

shows the relationship between the shopping orientations, which are hedonism and

utilitarianism towards perceived value, store loyalty, and purchased amount. There are 5

variables in this research, and there are 8 hypotheses to be analyzed. Out of 8

hypotheses, there are 4 hypotheses that are rejected because there is no significance

relationship between the variables.

5.2 Managerial Implications

During the writing process, the author has few findings that will be useful in the future

as implications and it is expected to be beneficial to those who are engaged in shopping

in fashion stores.

There are two types of shoppers in MAP fashion stores in Jakarta. Those

shoppers that are being studied in this research are hedonic shoppers and

utilitarian shoppers, which both exist as the shopping orientation. Knowing the

customers’ shopping behavior is important for the managers of the stores in

order to make a proper marketing strategy. Having to know that these two types

of customers exist, managers can choose whether they going to implant a

marketing strategy to target hedonic shoppers or utilitarian shoppers, or maybe

both.

Based on the findings, utilitarian shoppers who are shopping in MAP don’t have

positive impact on store loyalty while hedonic shoppers have a positive impact.

Price, quality, and availability of the products can trigger this situation to

happen. Utilitarian shoppers are shoppers who only buy products based on their

needs and shop only for task related. Therefore, price can be a factor for this as

they can just choose another store to buy the items that they are looking for.

Another factor can be the quality as some people might seek for a good quality

and some don’t really care about the quality. However, managers need to

understand this problem. It is difficult to set prices that are low and suitable for

the customers while trying to meet their expectations such as quality. In

addition, when utilitarian shoppers are looking for certain items, they don’t

necessarily have to buy from one specific store because the items may not be

available in those stores. Moreover, utilitarian shoppers will be disappointed if

they can’t find the items that they are looking for in the store, or rather the items

are disappointing. With that being said, it is difficult to maintain utilitarian

shoppers’ store loyalty. Managers of the stores might want to consider

implementing strategy to maintain hedonic shoppers.

There is no relationship between utilitarianism and purchased amount. This

proves that utilitarian shoppers only buy specific items that they need, which can

be just few things with lesser amount that the hedonic shoppers would purchase.

The term hedonism itself means making a purchase based on the fun and

playfulness and does not really based on the items, so in other words, they tend

to shop spontaneously and does not really care whether they need the items or

not. With that being said, we can conclude that utilitarian shoppers buy fewer

items with lesser amount than hedonic shoppers. MAP fashion stores are placed

in major malls in Jakarta with high traffic, great shopping ambience such as

clean and tidy as well as nice decorations. Moreover, most of its stores have

great store atmosphere where it will make it enjoyable for customers to shop,

and on top of all, stores are located strategic places for customers to shop

hedonically to increase the sales. If MAP business plan involves making

customers to purchase more in the stores, that we can conclude that MAP has

successfully implement their marketing strategy and target their customers very

well.

5. 3 Limitations

There are few aspects that are limiting the author to conduct the research, which the

author did not manage to cover. The author will list what are the limitations so that it

will be beneficial for the purpose of next research on this study.

Limited to only 3 fashion stores and those stores are under MAP fashion stores.

The reason why the author chose stores that are under MAP is to simplify the

research and to be more specific, and most importantly, because most of MAP

fashion stores have the same target market. Moreover, the author chose those 3

stores, which are Zara, Bershka, and Pull and Bear is because those are the

stores that have been known to be the top 3 “top of the mind” store, based o the

pilot study that the author has conducted.

Limited to only 150 respondents, and those respondents are only those that are

in Jakarta. With more respondents, there might be more things that can be

discovered and investigated. The author only conducts this research in one

specific area/city, which is Jakarta, rather than the country (Indonesia) as a

whole because the author is currently based in Jakarta. The author believes that

people in Indonesia are diverse, meaning; people in Jakarta will have different

characteristics than people in (example) Bandung, Surabaya, Makassar.

Therefore, the result of this research does not apply to city outside Jakarta

There can be other ways to analyze this research, however, the author only use

Reliability and Validity Test by Cronbach’s alpha, factor analysis that includes

KMO and Barlatt’s test with fixed number of 1, as well as multiple and simple

regression analysis. The reason is to make it easier and more simplified.

5.4 Recommendations for future research

After finishing this research, the author would like to give some recommendations that

can be used in order to conduct future research.

The author did not cover the research in the country (Indonesia) as a whole,

rather only focus and limit it to people in Jakarta. The author believes that

people in different cities have different characteristics; therefore, in order to gain

further insight of the study, it will be beneficial if the future research will cover

other cities such as Bali, Bandung, Medan, Manado, etc.

For future use, the author also recommends to not focus on these fashion stores

that are under MAP, because some other stores may have different marketing

strategy such as pricing and target market.

Future research can involve alternative research, such as focus group or

interview. By conducting this qualitative research, it will be beneficial because it

can go through in depth study, as well as to cover other aspects such as

psychological reaction or behavior.

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COVER LETTER

Kepada Yth.

Bpk / Ibu/ Sdr./ i.

Di Tempat

Dengan Hormat,

Nama Saya Pingkan Isabella Wantah, mahasiswi Bina Nusantara Internasional jurusan

marketing. Berkenaan dengan pengerjaan skripsi saya yang berjudul ‘Analyzing the

relationship between shopping orientation (hedonism and utilitarianism) and perceived

value, store loyalty, and purchase amount: the case of MAP fashion stores in Jakarta’.

Kesediaan waktu anda untuk mengisi angket ini saat di harapkan untuk membantu

mengisi riset saya.

Seluruh informasi yang anda berikan bersifat konfidensial dan hanya akan digunakan

untuk kebutuhan akademis. Terima kasih atas waktu dan perhatian anda.

Hormat Saya,

Pingkan Isabella WantaH

RESPONDENT’S PROFILE

1. Pernahkah Anda berbelanja di Zara, Pull and Bear, Bershka?

A. Ya B. Tidak

2. Jenis Kelamin:

A. Pria B. Wanita

3. Usia:

a. < 17 tahun

b. 17 - 25 tahun

c. 26 – 35 tahun

d. 36 - 45 tahun

e. 46 - 50 tahun

f. > 50 tahun

4. Pendidikan terakhir:

A. SD B. SMP C. SMA

D. Diploma E. S1 F. S2

G. Lainnya, sebutkan…

5. Pekerjaan:

A. Karyawan Swasta B. Pegawai Negeri C. Wiraswasta

D. Ibu rumah tangga E. Profesional F. Pelajar/Mahasiswa

G. Lainnya, sebutkan…

6. Pengeluaran Anda Sebulan:

a. < Rp 2.500.000

b. Rp 2.500.001 – Rp 7.500.000

c. Rp 7.500.001 – Rp 12.500.000

d. Rp 12.500.001 – Rp 17.500.000

e. Rp 17.500.001 – Rp 20.000.000

f. > Rp 20.000.000

7. Dari ketiga toko ini, manakah yang terakhir anda kunjungi?

A. Zara

B. Bershka

C. Pull and Bear

8. Kapan terakhir anda berkunjung di toko tersebut ?

a. < 1 minggu

b. 2 – 6 minggu

c. 7 – 11 minggu

d. 12 – 16 minggu

e. > 16 minggu

Jawablah pertanyaan dibawah ini berdasarkan jawaban anda pertanyaan nomor 7

Sangat

Tidak

Setuju

Tidak

Setuju

Netral Setuju Sangat setuju

Aktivitas belanja di toko ini menyenangkan

Saya suka kegiatan belanja di toko ini, bukan hanya

karena barang yang saya beli

Saya belanja di toko ini bukan karena saya harus,

tetapi karena saya mau

Saya menikmati aktivitas berbelanja ini karena saya

bisa membeli secara spontan

Saya mendapatkan barang yang saya mau pada saat

belanja di toko ini

Saya hanya mendapatkan barang yang saya cari di

toko ini

Saya kecewa karena masih harus ke toko lain untuk

melengkapi belanja

Saya akan datang lagi ke toko ini

Saya akan mengunjungi toko lainnya sebelum saya

datang ke toko ini

Lain kali bila saya akan ke toko fashion, saya akan

mengunjungi toko ini

Harga barang di toko ini sesuai untuk saya

Secara kesuluruhan, aktivitas belanja ini memuaskan

Saya belanja dengan baik di toko ini

Saya telah membeli barang-barang mahal di toko ini

Berapa banyak barang yang Anda beli di toko ini pada kunjungan terakhir?

a. 0-1 unit

b. 2-3 unit

c. 4-5 unit

d. 6-7 unit

e. >8 unit

Berapa banyak uang yang anda keluarkan di toko ini pada kunjungan terakhir?

A. < Rp 250.000

B. Rp 250.000 – Rp 850.000

C. Rp 850.001 – Rp 1.500.000

D. Rp 1.500.001 - Rp 2.000.000

E. > Rp 2.000.000

CURRICULUM VITAE

Personal Information

Name: Pingkan Isabella Wantah

Gender: Female

Date of Birth: 20 September 1991

Country of Birth: Indonesia

Contact Number: +6281294037643

Email: [email protected]

Address: Jl. Anggrek Rosliana blok F no. 6, West Jakarta, Indonesia

Language Spoken: English (Fluent), Mandarin Chinese (Fluent), Bahasa Indonesia (Fluent), German (Basic)

Qualifications

‐ The ability to work in high pressure job setting ‐ Skilled communicator and negotiator ‐ Good interpersonal skill ‐ Developing/maintaining business to business/business to customer relationship ‐ Able to adjust with the ever changing business situations ‐ Able to give high level of hospitality ‐ Good appearance ‐ Good networking and high capability to socialize well ‐ Active an independent

Achievements & Certificates

Cambridge International Certificate for O’ Level

John Robert Powers Certificate

Result of Demographic Data

Statistics Jenis

Kelamin Usia Pendidikan Pekerjaan Pengeluaran

N Valid 150 150 150 150 150 Missing 0 0 0 0 0

Jenis Kelamin Frequency Percent Valid Percent Cumulative

Percent

Valid Pria 75 50.0 50.0 50.0Wanita 75 50.0 50.0 100.0Total 150 100.0 100.0

Usia Frequency Percent Valid Percent Cumulative

Percent

Valid

< 17 tahun 9 6.0 6.0 6.018 - 25 tahun 73 48.7 48.7 54.726 - 35 tahun 39 26.0 26.0 80.736 - 45 tahun 17 11.3 11.3 92.046 - 50 tahun 7 4.7 4.7 96.7> 50 tahun 5 3.3 3.3 100.0Total 150 100.0 100.0

Pendidikan

Frequency Percent Valid Percent Cumulative Percent

Valid

SMP 6 4.0 4.0 4.0

SMA 48 32.0 32.0 36.0

Diploma 22 14.7 14.7 50.7

S1 60 40.0 40.0 90.7

S2 14 9.3 9.3 100.0

Total 150 100.0 100.0

Pekerjaan Frequency Percent Valid Percent Cumulative

Percent

Valid

Karyawan Swasta 46 30.7 30.7 30.7Pegawai Negeri 6 4.0 4.0 34.7Wiraswasta 21 14.0 14.0 48.7Ibu Rumah tangga 11 7.3 7.3 56.0Profesional 11 7.3 7.3 63.3Pelajar/Mahasiswa 54 36.0 36.0 99.3Lainnya 1 .7 .7 100.0Total 150 100.0 100.0

Pengeluaran Frequency Percent Valid

Percent Cumulative

Percent

Valid

< Rp 2.500.000 21 14.0 14.0 14.0Rp 2.500.001-Rp 7.500.000

55 36.7 36.7 50.7

Rp 7.500.001-Rp 12.500.000

39 26.0 26.0 76.7

Rp 12.500.001-Rp 17.500.000

16 10.7 10.7 87.3

Rp 17.500.001 - Rp 20.000.000

4 2.7 2.7 90.0

> Rp 20.000.000 15 10.0 10.0 100.0Total 150 100.0 100.0

Filtered Question

Statistics Toko Terakhir

Kunjungan

N Valid 150 150Missing 0 0

Toko Frequency Percent Valid Percent Cumulative

Percent

Valid

Zara 107 71.3 71.3 71.3Bershka 19 12.7 12.7 84.0Pull and Bear 24 16.0 16.0 100.0Total 150 100.0 100.0

Terakhir Kunjungan Frequency Percent Valid Percent Cumulative

Percent

Valid

< 1 minggu 69 46.0 46.0 46.02-6 minggu 47 31.3 31.3 77.37-11 minggu 20 13.3 13.3 90.712-16 minggu 10 6.7 6.7 97.3> 16 minggu 4 2.7 2.7 100.0Total 150 100.0 100.0

Pre Test Reliability HEDONISM

Reliability StatisticsCronbach's Alpha N of Items

.897 4 UTILITARIANISM


.785 3

Perceived Value

Reliability Statistics Cronbach's Alpha N of Items

.910 3

Store Loyalty

Reliability Statistics

Cronbach's Alpha N of Items

.650 3

Purchased Amount


.796 3

Pre Test Validity HEDONISM

KMO and Bartlett's TestKaiser-Meyer-Olkin Measure of Sampling Adequacy. .816

Bartlett's Test of Sphericity Approx. Chi-Square 68.694 df 6 Sig. .000

Communalities Initial Extraction Hedonism1 1.000 .828Hedonism2 1.000 .769Hedonism3 1.000 .747Hedonism4 1.000 .746Extraction Method: Principal Component Analysis.

Total Variance Explained Component Initial Eigenvalues Extraction Sums of Squared

Loadings Total % of

Variance Cumulative

% Total % of

Variance Cumulative

% 1 3.090 77.251 77.251 3.090 77.251 77.2512 .374 9.344 86.595 3 .338 8.460 95.055 4 .198 4.945 100.000

Extraction Method: Principal Component Analysis.

Pre Test Validity UTILITARIANISM



Communalities Initial Extraction Utilitarianism1 1.000 .812Utilitarianism2 1.000 .787Utilitarianism3 1.000 .521Extraction Method: Principal Component Analysis.

Total Variance ExplainedComponent Initial Eigenvalues Extraction Sums of Squared

Loadings Total % of

Variance Cumulative

% Total % of

Variance Cumulative

% 1 2.120 70.670 70.670 2.120 70.670 70.6702 .636 21.209 91.879 3 .244 8.121 100.000


Component Matrixa

Component 1

Utilitarianism1 .901Utilitarianism2 .887Utilitarianism3 .722Extraction Method: Principal Component Analysis. a. 1 components extracted.

Pre Test Validity Perceived Value KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .730


Communalities Initial Extraction Perceived Value1 1.000 .786Perceived Value2 1.000 .872Perceived Value3 1.000 .891Extraction Method: Principal Component Analysis.


Loadings Total % of

Variance Cumulative

% Total % of

Variance Cumulative

% 1 2.549 84.982 84.982 2.549 84.982 84.9822 .310 10.348 95.330 3 .140 4.670 100.000


Component Matrixa

Component 1

Perceived Value1 .887Perceived Value2 .934Perceived Value3 .944Extraction Method: Principal Component Analysis. a. 1 components extracted. Pre Test Validity Store Loyalty

KMO and Bartlett's TestKaiser-Meyer-Olkin Measure of Sampling Adequacy. .581 Bartlett's Test of Sphericity Approx. Chi-Square 13.378

df 3 Sig. .004

Communalities Initial Extraction Store Loyalty1 1.000 .740Store Loyalty2 1.000 .462Store Loyalty3 1.000 .579Extraction Method: Principal Component Analysis.


Loadings Total % of

Variance Cumulative

% Total % of

Variance Cumulative

% 1 1.780 59.347 59.347 1.780 59.347 59.3472 .779 25.963 85.310 3 .441 14.690 100.000


Component Matrixa Component

1 Store Loyalty1 .860Store Loyalty2 .679Store Loyalty3 .761Extraction Method: Principal Component Analysis. a. 1 components extracted.

Pre Test Validity Purchased Amount

KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .644 Bartlett's Test of Sphericity Approx. Chi-Square 31.973

df 3 Sig. .000

Communalities Initial Extraction Purchased Amount1 1.000 .655Purchased Amount2 1.000 .842Purchased Amount3 1.000 .698Extraction Method: Principal Component Analysis.


Loadings Total % of

Variance Cumulative

% Total % of

Variance Cumulative

% 1 2.194 73.146 73.146 2.194 73.146 73.1462 .550 18.347 91.494 3 .255 8.506 100.000


Component Matrixa

Component 1

Purchased Amount1 .809Purchased Amount2 .917Purchased Amount3 .835Extraction Method: Principal Component Analysis. a. 1 components extracted. 150 Respondents Validity Hedonism



Communalities Initial Extraction Hedonism1 1.000 .741Hedonism2 1.000 .731Hedonism3 1.000 .635Hedonism4 1.000 .535Extraction Method: Principal Component Analysis.


Loadings Total % of

Variance Cumulative

% Total % of

Variance Cumulative

% 1 2.641 66.025 66.025 2.641 66.025 66.0252 .609 15.230 81.256 3 .412 10.302 91.558 4 .338 8.442 100.000


Component Matrixa

Component 1

Hedonism1 .861Hedonism2 .855Hedonism3 .797Hedonism4 .731Extraction Method: Principal Component Analysis. a. 1 components extracted.

150 respondents Validity Utilitarianism



Communalities

Initial Extraction Utilitarianism1 1.000 .500Utilitarianism2 1.000 .647Utilitarianism3 1.000 .563Extraction Method: Principal Component Analysis.


Loadings Total % of

Variance Cumulative

% Total % of

Variance Cumulative

% 1 1.710 56.989 56.989 1.710 56.989 56.9892 .727 24.246 81.235 3 .563 18.765 100.000


Component Matrixa

Component 1

Utilitarianism1 .707Utilitarianism2 .805Utilitarianism3 .750Extraction Method: Principal Component Analysis. a. 1 components extracted.

150 Respondents Validity Store Loyalty

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .637


Communalities Initial Extraction Store Loyalty1 1.000 .666Store Loyalty2 1.000 .488Store Loyalty3 1.000 .649Extraction Method: Principal Component Analysis.


Loadings Total % of

Variance Cumulative

% Total % of

Variance Cumulative

% 1 1.803 60.092 60.092 1.803 60.092 60.0922 .703 23.435 83.527 3 .494 16.473 100.000


Component Matrixa

Component 1

Store Loyalty1 .816Store Loyalty2 .698Store Loyalty3 .805Extraction Method: Principal Component Analysis. a. 1 components extracted.

150 Respondents Validity Perceived Value

KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .688


Communalities

Initial Extraction Perceived Value1 1.000 .693Perceived Value2 1.000 .708Perceived Value3 1.000 .626Extraction Method: Principal Component Analysis.


Loadings Total % of

Variance Cumulative

% Total % of

Variance Cumulative

% 1 2.027 67.564 67.564 2.027 67.564 67.5642 .542 18.074 85.638 3 .431 14.362 100.000


Component Matrixa

Component 1

Perceived Value1 .832Perceived Value2 .842Perceived Value3 .791Extraction Method: Principal Component Analysis. a. 1 components extracted.

150 Respondents Validity Purchased Amount

KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .673 Bartlett's Test of Sphericity Approx. Chi-Square 87.539

df 3 Sig. .000

Communalities Initial Extraction Purchased Amount1 1.000 .610Purchased Amount2 1.000 .624Purchased Amount3 1.000 .689Extraction Method: Principal Component Analysis.


Loadings Total % of

Variance Cumulative

% Total % of

Variance Cumulative

% 1 1.924 64.117 64.117 1.924 64.117 64.1172 .592 19.738 83.856 3 .484 16.144 100.000


Component Matrixa

Component 1

Purchased Amount1 .781Purchased Amount2 .790Purchased Amount3 .830Extraction Method: Principal Component Analysis. a. 1 components extracted.

150 Respondent Reliability Hedonism

Reliability Statistics Cronbach's

Alpha N of Items

.823 4

Utilitarianism


Alpha N of Items

.621 3 Store Loyalty


Alpha N of Items

.661 3

Perceived Value

Reliability StatisticsCronbach's

Alpha N of Items

.757 3

Purchased Amount

Reliability StatisticsCronbach's

Alpha N of Items

.713 3

Multiple Regression Hedonism, Utilitarianism Perceived Value

Variables Entered/Removeda

Model Variables Entered

Variables Removed

Method

1 utilitarianism, hedonismb

. Enter

a. Dependent Variable: perceivedvalue

b. All requested variables entered.

Model SummaryModel R R Square Adjusted R

Square Std. Error of the

Estimate 1 .457a .209 .198 .58866 a. Predictors: (Constant), utilitarianism, hedonism

ANOVAa

Model Sum of Squares df Mean Square F Sig.

1 Regression 13.438 2 6.719 19.390 .000b Residual 50.939 147 .347

Total 64.377 149

a. Dependent Variable: perceivedvalue b. Predictors: (Constant), utilitarianism, hedonism

Coefficientsa

Model Unstandardized Coefficients

Standardized Coefficients

t Sig.

B Std. Error Beta

1 (Constant) 1.171 .408 2.871 .005hedonism .218 .068 .237 3.219 .002utilitarianism .396 .078 .373 5.071 .000

a. Dependent Variable: perceivedvalue

Multiple Regression Hedonism, Utilitarianism, Perceived Value Store Loyalty

Variables Entered/Removeda Model Variables

Entered Variables Removed

Method

1 perceivedvalue, hedonism, utilitarianismb

. Enter

a. Dependent Variable: storeloyalty

b. All requested variables entered.


Square Std. Error of the Estimate

1 .788a .621 .613 .31464 a. Predictors: (Constant), perceivedvalue, hedonism, utilitarianism

ANOVAa



Total 38.130 149

a. Dependent Variable: storeloyalty b. Predictors: (Constant), perceivedvalue, hedonism, utilitarianism

Coefficientsa



t Sig.

B Std. Error Beta

1

(Constant) .974 .224 4.347 .000hedonism .547 .037 .773 14.626 .000utilitarianism -.014 .045 -.017 -.310 .757perceivedvalue .042 .044 .055 .954 .342

a. Dependent Variable: storeloyalty Multiple Regression Hedonism, Utilitarianism, Perceived Value, Purchased Amount

Variables Entered/Removeda

Model Variables Entered

Variables Removed

Method

1 perceivedvalue, hedonism, utilitarianismb

. Enter

a. Dependent Variable: purchasedamount b. All requested variables entered.


Square Std. Error of the Estimate

1 .346a .120 .102 .70579 a. Predictors: (Constant), perceivedvalue, hedonism, utilitarianism

ANOVAa



Total 82.649 149

a. Dependent Variable: purchasedamount b. Predictors: (Constant), perceivedvalue, hedonism, utilitarianism

Coefficientsa



t Sig.

B Std. Error Beta

1

(Constant) .601 .503 1.195 .234hedonism .304 .084 .292 3.629 .000utilitarianism .041 .101 .034 .408 .684perceivedvalue .124 .099 .109 1.253 .212

a. Dependent Variable: purchasedamount

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CHAPTER V CONCLUSION AND RECOMMENDATIONlibrary.binus.ac.id/eColls/eThesisdoc/Bab5/chapter 5_252.pdfCHAPTER V CONCLUSION AND RECOMMENDATION This chapter explains about the findings