PA GE 20
72 IPRC 2022/BOR C- Industrial and Organizational Psychology 02
The Relationship Between Utilitarian and Hedonic Purchase Motivation on Willingness to Buy Pizza Products at PT XYZ Through Online Food Delivery
Applications in Bekasi
Ina Alifah1, Dina Syakina 2
[email protected]1, [email protected]2
Universitas Mercu Buana, Indonesia
ABSTRACT
This study aims to see whether there is a relationship between Utilitarian and Hedonic Purchase Motivation on Willingness to Buy Pizza Products at PT. Shopefood and their own platform, the Pizza Hut Indonesia Application, with a total of 140 respondents. This study uses quantitative methods with the variables studied are Utilitarian and Hedonic with Willingness to Buy with a sampling technique that is accidental sampling. The measuring instruments used in this research are Hedonic and Utilitarian Motivation Shopping Scale and WTB (Willingness to buy). The results of the correlation test show the correlation coefficient value using spearmen r = 0.619 (p = 0.142; p> 0.05) which means that there is a relationship between Utilitarian and Hedonic with WTB in buying pizza through the Online Food Delivery application.
Keywords: utilitarian and hedonic, willingness to buy, application food delivery
