Utilitarian, hedonic, and social values on e-commerce customer loyalty: mediating role of customer satisfaction

Purpose — The objective of this research is to examine how utilitarian value, hedonic and social value influence customer loyalty in e-commerce, as well investigate whether satisfaction can serve a mediator.Method A quantitative methodology was employed study, utilizing students from Soloraya the population. primary means data collection through distribution questionnaires, which were designed using Likert scale. study consisted 105 respondents, analysis conducted Partial Least Squares (PLS) with SMARTPLS software. PLS-SEM comprises two models: an outer model inner model.Result We found that had positive significant impact on loyalty, satisfaction. Furthermore, observed have In addition, findings also indicate plays mediating role relationship between loyalty.Contribution present provides valuable insights academic community by expanding knowledge marketing field, specifically regards utilitarian, hedonic, loyalty. Moreover, has potential make contribution advancement e-commerce subsector Indonesia presenting novel relevant information.