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This research aims to describe the influence of utilitarian and hedonic values toward customer satisfaction and repurchase intentions. The sampling method used for research is purposive sampling with 141 respondents who bought Berrybenka products. Based on the Structural Equation Modeling, it is found that utilitarian and hedonic values are significant towards repurchase intention through customer satisfaction.

russian journal of agricultural and socio-economic sciences

UTILITARIAN AND HEDONIC VALUES THAT INFLUENCE CUSTOMER SATISFACTION AND THEIR IMPACT ON THE REPURCHASE INTENTION: ONLINE SURVEY TOWARDS BERRYBENKA FASHION E-COMMERCE'S BUYER