Effect of Utilitarian and Hedonic Value on Starbucks Coffee Customer Satisfaction in Denpasar, Bali, Indonesia

Customer satisfaction can occur when customers make purchasing decisions on certain products or services needed by customers. Customer needs motivate customer behavior in the decision making process. The motivational process is then expressed in purchasing behavior in the form of utilitarian and hedonic benefits. The objective of this research is to explain the effect of utilitarian value and hedonic value on customer satisfaction at Starbucks Coffee in Denpasar. The population in this study were customers who had shopped at Starbucks Coffee in Denpasar City, with a sample of 100 respondents using purposive sampling technique. Data collected using questionnaire distribution and analyzed using multiple linear regression. The results show that utilitarian value has a positive and significant effect on customer satisfaction; hedonic value has a positive and significant effect on customer satisfaction; Utilitarian value and hedonic value simultaneously have a positive and significant effect on customer satisfaction. Keywords -utilitarian value, hedonic value, and customer satisfaction