Title:
UTILITARIAN AND HEDONIC EFFECT ON LOYALTY THROUGH TRUST WITH PRICE CONSCIOUSNESS AS MODERATING VARIABLE IN INDONESIAN EMARKETPLACES

Authors:
*Muhammad Rezaldi, Jasman J. Ma’ruf and Halimatussakdiah

Abstract:
The purpose of this study is to find out how much influence the utilitarian and hedonic have on consumer loyalty e-marketplaces in Indonesia, through the mediation of trust, and price consciousness as moderation. The total number of respondents was 200 people who were distributed in one of the online community forums on social media using the convenience sampling technique, and data were analyzed using Structural Equation Model (SEM). This study proves that there is no direct influence of hedonic and utilitarian on loyalty, and also there is an insignificant effect of price consciousness as moderation on the loyalty of e-marketplace service users in Indonesia. However, this study shows that trust plays an important role as a full mediator in increasing the loyalty of e-marketplace users in Indonesia, which means that the indirect effects of the model have very significant influences. Thus, these findings prove that the loyalty model in Indonesian e-marketplaces is a function of increasing the Utilitarian and Hedonic followed by increasing trust