Hedonic Value Dan Eudaimonic Value Pada Quality Of Life Dan Purchase Behavior Produk Starbucks

  • Ade Firmansyah Universitas Hayam Wuruk Perbanas
  • Burhanudin Burhanudin Universitas Hayam Wuruk Perbanas
Abstract views: 239 , pdf downloads: 231


The globalization has an impact on socia life so that lifestyle changes occur. The entry of foreign products and hedonic behavior to obtain a quality of life is a form of influence of globalization. Quality of life has an important role in the current consumer phenomenon. This study aims to determine the effect of hedonic value and eudaimonic value on the quality of life, which in turn will affect consumer behavior. This research is included in quantitative research with data collection techniques using questionnaires in google form. The results in this study indicate that hedonic value and eudaimonic value have a significant influence on the quality of life of consumers, which in turn has a significant influence on purchasing behavior. The results of this study indicate that someone buys Starbucks products with hedonic value and eudaimonic value needs to achieve quality of life, which in turn can affect their buying behavior.


Download data is not yet available.


Kumar A, Paul J, Unnithan AB. ‘ Masstige ’ marketing : A review , synthesis and research agenda. J Bus Res 2019:0–1. https://doi.org/10.1016/j.jbusres.2019.09.030.

Paul J. Masstige Marketing Redefined and Mapped: Introducing a Pyramid Model and an MMS Measure. SSRN Electron J 2015. https://doi.org/10.2139/ssrn.2677495.

Petersen FE, Dretsch HJ, Komarova Loureiro Y. Who needs a reason to indulge? Happiness following reason-based indulgent consumption. Int J Res Mark 2018;35:170–84. https://doi.org/10.1016/j.ijresmar.2017.09.003.

Sirgy MJ. A Quality-of-Life Theory Derived from Maslow ’ s Developmental Perspective : ’ Quality ’ Is Related to Progressive Satisfaction of a Hierarchy ofNeedSy Lower Order and Higher 1986;45.

Paul J. Masstige model and measure for brand management. Eur Manag J 2019;37:299–312. https://doi.org/10.1016/j.emj.2018.07.003.

Alhassan MD, Adam IO. The effects of digital inclusion and ICT access on the quality of life: A global perspective. Technol Soc 2021;64:101511. https://doi.org/10.1016/j.techsoc.2020.101511.

Theodorakis ND, Kaplanidou K, Alexandris K, Papadimitriou D. From sport event quality to quality of life: The role of satisfaction and purchase happiness. J Conv Event Tour 2019;20:241–60. https://doi.org/10.1080/15470148.2019.1637805.

Akter S, Mohiuddin Babu M, Hossain MA, Hani U. How does value co-creation transform quality of life at the bottom of the pyramid? J Mark Manag 2021;37:962–92. https://doi.org/10.1080/0267257X.2021.1919745.

Aktan O, Orakcı Ş, Durnalı M. Investigation of the relationship between burnout , life satisfaction and quality of life in parents of children with disabilities. Eur J Spec Needs Educ 2020;00:1–17. https://doi.org/10.1080/08856257.2020.1748429.

Zavadskas EK, Bausys R, Kaklauskas A, Raslanas S. Hedonic shopping rent valuation by one-to-one neuromarketing and neutrosophic PROMETHEE method. Appl Soft Comput 2019;85:105832. https://doi.org/10.1016/j.asoc.2019.105832.

Kim J, Kim Y, Kim D. Improving well-being through hedonic , eudaimonic , and social needs ful fi llment in sport media consumption. Sport Manag Rev 2016. https://doi.org/10.1016/j.smr.2016.10.001.

Nejati M, Moghaddam PP. Gender differences in hedonic values, utilitarian values and behavioural intentions of young consumers: Insights from Iran. Young Consum 2012;13:337–44. https://doi.org/10.1108/17473611211282581.

Nejati M, Moghaddam PP. The effect of hedonic and utilitarian values on satisfaction and behavioural intentions for dining in fast-casual restaurants in Iran. Br Food J 2013;115:1583–96. https://doi.org/10.1108/BFJ-10-2011-0257.

Chung YS. Hedonic and utilitarian shopping values in airport shopping behavior. J Air Transp Manag 2015;49:28–34. https://doi.org/10.1016/j.jairtraman.2015.07.003.

Mencarelli R, Lombart C. Influences of the perceived value on actual repurchasing behavior: Empirical exploration in a retailing context. J Retail Consum Serv 2017;38:12–21. https://doi.org/10.1016/j.jretconser.2017.04.008.

Baabdullah AM. Consumer adoption of Mobile Social Network Games (M-SNGs) in Saudi Arabia: The role of social influence, hedonic motivation and trust. Technol Soc 2018;53:91–102. https://doi.org/10.1016/j.techsoc.2018.01.004.

Beqqali Hassani I, Chroqui R, Okar C, Talea M, Ouiddad A. Impact of hedonic motivation and corporate culture on the adoption of an information system. Kybernetes 2019;49:1561–78. https://doi.org/10.1108/K-01-2019-0040.

Siyal AW, Chen H, Chen G, Memon MM, Binte Z. Structural equation modeling and artificial neural networks approach to predict continued use of mobile taxi booking apps: the mediating role of hedonic motivation. Data Technol Appl 2020;55:372–99. https://doi.org/10.1108/DTA-03-2020-0066.

Sitar-Tăut DA. Mobile learning acceptance in social distancing during the COVID-19 outbreak: The mediation effect of hedonic motivation. Hum Behav Emerg Technol 2021;3:366–78. https://doi.org/10.1002/hbe2.261.

Nikolopoulou K, Gialamas V, Lavidas K. Habit , hedonic motivation , performance expectancy and technological pedagogical knowledge affect teachers ’ intention to use mobile internet. Comput Educ Open 2021;2:100041. https://doi.org/10.1016/j.caeo.2021.100041.

Kumar A, Paul J, Starčević S. Do brands make consumers happy?- A masstige theory perspective. J Retail Consum Serv 2021;58:102318. https://doi.org/10.1016/J.JRETCONSER.2020.102318.

Diener E, Suh E. Measuring quality of life: Economic, social, and subjective indicators. Soc Indic Res 2014;40:189–216. https://doi.org/10.1023/a:1006859511756.

Moslehpour M, Van Kien P, Danyfisla I. Differences of customer purchase behavior toward organic rice in Indonesia and Taiwan 2014. https://doi.org/10.1108/IJQSS-04-2013-0024.

Peña-García N, Gil-Saura I, Rodríguez-Orejuela A, Siqueira-Junior JR. Purchase intention and purchase behavior online: A cross-cultural approach. Heliyon 2020;6. https://doi.org/10.1016/j.heliyon.2020.e04284.

Lo F, Yu H, Chen H. Purchasing intention and behavior in the sharing economy : Mediating e ff ects of APP assessments 2020;121:93–102. https://doi.org/10.1016/j.jbusres.2020.08.017.

Zahan I, Chuanmin S, Fayyaz M, Hafeez M. Green purchase behavior towards green housing: an investigation of Bangladeshi consumers. Environ Sci Pollut Res 2020;27:38745–57. https://doi.org/10.1007/S11356-020-09926-3/TABLES/6.

Veenhoven R. Happiness, also known as “Life satisfaction” and “Subjective well-being.” Handb Soc Indic Qual Life Res 2011:63–77. https://doi.org/10.1007/978-94-007-2421-1_3/COVER.

Tavakoly Sany SB, Aman N, Jangi F, Lael-Monfared E, Tehrani H, Jafari A. Quality of life and life satisfaction among university students: Exploring, subjective norms, general health, optimism, and attitude as potential mediators. J Am Coll Heal 2021;0:1–8. https://doi.org/10.1080/07448481.2021.1920597.

Grum B, Kobal Grum D. Concepts of social sustainability based on social infrastructure and quality of life. Facilities 2020;38:783–800. https://doi.org/10.1108/F-04-2020-0042.

Liu Q, Chen C, Cao M. Exploring the relationship between the commuting experience and hedonic and eudaimonic well-being. Transp Res Part D 2021;99:103026. https://doi.org/10.1016/j.trd.2021.103026.

Kazimieras E, Bausys R, Kaklauskas A. Hedonic shopping rent valuation by one-to-one neuromarketing and neutrosophic PROMETHEE method. Appl Soft Comput J 2019:105832. https://doi.org/10.1016/j.asoc.2019.105832.

Hao F, Xiao H. Annals of Tourism Research Residential tourism and eudaimonic well-being : A ‘ value-adding ’ analysis. Ann Tour Res 2021;87:103150. https://doi.org/10.1016/j.annals.2021.103150.

Jia N, Li W, Zhang L, Kong F. Beneficial effects of hedonic and eudaimonic motivations on subjective well-being in adolescents: a two-wave cross-lagged analysis. J Posit Psychol 2021;00:1–7. https://doi.org/10.1080/17439760.2021.1913641.

Pearce K, Huta V, Voloaca M. How eudaimonic and hedonic orientations map onto seeing beyond the ‘me, now, and tangible.’ J Posit Psychol 2021;16:610–21. https://doi.org/10.1080/17439760.2020.1791943.

Su L, Tang B, Nawijn J. Eudaimonic and hedonic well-being pattern changes: Intensity and activity. Ann Tour Res 2020;84:103008. https://doi.org/10.1016/j.annals.2020.103008.

LeFebvre A, Huta V. Age and Gender Differences in Eudaimonic, Hedonic, and Extrinsic Motivations. J Happiness Stud 2021;22:2299–321. https://doi.org/10.1007/s10902-020-00319-4.

Yuriev A, Dahmen M, Paillé P, Boiral O, Guillaumie L. Resources , Conservation & Recycling Pro-environmental behaviors through the lens of the theory of planned behavior : A scoping review. Resour Conserv Recycl 2020;155:104660. https://doi.org/10.1016/j.resconrec.2019.104660.

Burhanudin. A simplified method for understanding judgment and decision making of Muslim consumers. Islam. Perspect. Mark. Consum. Behav. Planning, Implementation, Control, IGI Global; 2015, p. 1–19. https://doi.org/10.4018/978-1-4666-8139-2.ch001.

Armbrecht J, Andersson TD. The event experience, hedonic and eudaimonic satisfaction and subjective well-being among sport event participants. Https://DoiOrg/101080/1940796320191695346 2019;12:457–77. https://doi.org/10.1080/19407963.2019.1695346.

Kim HY, Lee Y. The Effect of Online Customization on Consumers’ Happiness and Purchase Intention and the Mediating Roles of Autonomy, Competence, and Pride of Authorship. Int J Hum Comput Interact 2020;36:403–13. https://doi.org/10.1080/10447318.2019.1658375.

Gravetter FJ, Forzano L-AB. Research methods for the behavioral sciences 2018.

Preston CC, Colman AM. Optimal number of response categories in rating scales: Reliability, validity, discriminating power, and respondent preferences. Acta Psychol (Amst) 2000;104:1–15. https://doi.org/10.1016/S0001-6918(99)00050-5.

Petrescu M. Marketing research using single-item indicators in structural equation models 2013;1:99–117. https://doi.org/10.1057/jma.2013.7.

Kock N. Common Method Bias in PLS-SEM: A Full Collinearity Assessment Approach. Https://ServicesIgi-GlobalCom/Resolvedoi/ResolveAspx?Doi=104018/Ijec2015100101 2015;11:1–10. https://doi.org/10.4018/IJEC.2015100101.

Hair JF, Risher JJ, Sarstedt M, Ringle CM. When to use and how to report the results of PLS-SEM. Eur Bus Rev 2019;31:2–24. https://doi.org/10.1108/EBR-11-2018-0203.

Fornell C, Larcker DF. Fornell, C. and Larcker, D.F. (1981), “Evaluating structural equation models with unobservable variables and.pdf. J Mark Res 1981;XVIII:39–50.

Falk RF, Miller NB. A primer for soft modeling. Ohio, OH: University of Akron Press; 1992.

Hair JF, Ringle CM, Sarstedt M. PLS-SEM: Indeed a silver bullet. J Mark Theory Pract 2011;19:139–52. https://doi.org/10.2753/MTP1069-6679190202.

Sequeiros H, Oliveira T, Thomas MA. The Impact of IoT Smart Home Services on Psychological Well-Being. Inf Syst Front 2021. https://doi.org/10.1007/s10796-021-10118-8.

PlumX Metrics

How to Cite
Firmansyah, A., & Burhanudin, B. (2023). Hedonic Value Dan Eudaimonic Value Pada Quality Of Life Dan Purchase Behavior Produk Starbucks. JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS, 8(1), 151 - 165. https://doi.org/10.29407/nusamba.v8i1.18102