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 Alifah, Dina Syakina

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. XYZ through the Online Food Delivery Application in Bekasi, using quantitative methods with the variables studied, namely Utilitarian and Hedonic with Willingness to Buy. The number of samples of the Pilot Test is 39 respondents who buy pizza at PT. XYZ and domiciled in Bekasi. The results obtained from this study are that there is a significant positive relationship between Utilitarian and Hedonic Purchase Motivation on Willingnes To Buy pizza products through Online Food Delivery Applications.

Keypads: Utilitarian and Hedonic, Willingness o Buy, Application Food Delivery


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