THE INFLUENCE OF UTILITARIAN, HEDONIC, AND E-SERVICE QUALITY ON CONSUMER SATISFACTION TOWARD E-GROCERY

ABSTRACT


INTRODUCTION
Currently, technology and digitalization are developing rapidly.The existence of these changes resulted in societal adaptation to existing trends (Melis et al., 2016).Our habits and behaviors have gone online.By utilizing the internet, people can access and perform any activity easily, including shopping for daily groceries (Kahn, 2018;Singh & Söderlund, 2020).This increasing need and trend were followed by the emergence of e-grocery in Indonesia (Handayani et al., 2020).E-grocery is a platform that allows people to buy groceries online through mobile devices or websites.Buyers do not need to come directly to stores or supermarkets to get the desired product (Singh & Rosengren, 2020).Purchased goods will be delivered directly by egrocery service providers themselves or in collaboration with other logistics providers (Singh & Söderlund, 2020).Some e-grocery companies just started emerging in Indonesia, such as Happy Fresh, Sayur Box, and TaniHub.Not only that, providers of e-commerce and startups also tried to enter this business by expanding their services.For instance, Shopee Fresh, GrabFresh, and BliFresh have services for delivering groceries (Mustikasari & Astuti, 2021;Singh & Rosengren, 2020).
The rise of competition in online shopping pushed the industry to retain customers (Chung et al., 2016).In an online environment, customers easily search and compare stores and platforms with just one click (Mutum et al., 2014).In this situation, it is challenging to provide and maintain customer satisfaction (Rita et al., 2009).Increasing customer satisfaction is important to lead to repurchase intentions, return visits, product recommendations, and positive electronic word of mouth (Rita et al., 2019;Suhaily & Soelasih, 2017).Several studies have also discovered a link between shopping values and consumer satisfaction (Kesari & Atulkar, 2016;Pallas et al., 2014;Wu & Chang, 2007).Shopping value is classified as utilitarian or hedonistic (Carpenter & Moore, 2009;Overby & Lee, 2006).In addition, e-service quality is also playing an important role in impacting customer satisfaction (Chung et al., 2016;Rita et al., 2019).There are few studies that combine the effects of shopping value and e-service quality in online grocery shopping.Some studies discussed these two topics separately (Chung et al., 2016;Mustikasari & Astuti, 2021).Shopping value was discussed in the context of online retail shops or e-commerce (Andriani et al., 2021;Evelina et al., 2020).E-service quality topics for online grocery are limited (Chung et al., 2016;Muhammad et al., 2016).Thus, a current study was conducted to gather a more comprehensive view of online grocery in Indonesia by combining shopping value and e-service quality that impact customer satisfaction, repurchase intention, and e-WOM.The study can give the company insight into how to build its marketing strategy.
In the context of shopping, consumers will be faced with a choice of costs or sacrifices incurred for the benefits received.Utilitarian value is a value that shows consumer interest in using a product based on the usefulness, nature, and practical function of the product because there is a need that must be met.Utilitarian value can be defined as the monetary benefits and convenience received by consumers when making transactions for a product or service (Rintamäki et al., 2006;Zainurrafiqi et al., 2021).From the monetary side, consumers tend to want to pay a low price to get the maximum benefit from the product or service.For example, getting promotions or discounts (Blitstein et al., 2020).Meanwhile, the non-monetary aspect emphasizes the convenience of consumers in making buying and selling transactions with low effort and time efficiency (Childers et al., 2001).Utilitarian shoppers tend to be mission-critical, decision-effective, and goaloriented.They find a product or service by weighing the benefit against the effort and cost (To et al., 2007).The mission will be marked as accomplished once they get the expected advantages (Overby & Lee, 2006).In other words, customer satisfaction will be obtained when consumers get the expected monetary and non-monetary aspects (El-Adly & Eid, 2017;Rintamäki et al., 2006;Singh & Rosengren, 2020).
Hedonic value emphasizes the fulfillment of desires and emotions when making purchase considerations (Pramita & Danibrata, 2021).Compared to utilitarianism, hedonic value is more abstract and subjective because it focuses on personal desires (Rintamäki et al., 2016).Hedonic can be classified into several aspects called "3F": fantasies, feelings, and fun (Holbrook & Hirschman, 1982).Hedonic shoppers tend to find enjoyment.They satisfy the needs of emotional value and aesthetics (Kim et al., 2012).Exploration and freedom will make them feel fulfilled (To et al., 2007).Therefore, delivering the hedonic aspect to consumers will provide a good experience when shopping as well as have a positive impact on customer satisfaction (Rintamäki et al., 2006;Ryu et al., 2010;Turley & Milliman, 2000;Zainurrafiqi et al., 2021;).
Electronic service quality is an attribute that shows how a website facilitates efficient and effective shopping activity, including the delivery of products and services (Zeithaml et al., 2002).There are dimensions to measure electronic service quality: efficiency (ease and speed of website), delivery (order fulfillment), system availability, and privacy (user information safety) (Parasuraman et al., 2005).Several studies (Chang et al., 2009;Muharam et al., 2021) found that good e-service quality leads to customer satisfaction.Improving e-service quality would decrease disparities (Parasuraman et al., 1985), attract consumers to make transactions in the context of user-friendly websites, and increase credibility (Wang et al., 2015).Satisfaction is a feeling based on a comparison of the performance of a product or service (Kotler & Keller, 2012).It will be achieved when the outcomes or final deliverable meet the customer's expectations (Khristianto, 2012).There are indications of the emergence of satisfaction by the customer, including feeling satisfied with the online shopping experience, feeling wise in doing online shopping, and feeling satisfied because online shopping can satisfy customer demands (Sheng & Liu, 2010).
Repurchase intention is a positive action by customers in the buying process that will affect the occurrence of repeat buying behavior (Suhaily & Soelasih, 2017).It is a post-purchase behavior (Park & Thangam, 2019) that is triggered by the trust and satisfaction of the customer (Zeng et al., 2009).It is possible to buy the same or a different product twice or more (Zeng et al., 2009).When customers feel happy because the products or services can meet their needs and expectations, they tend to repeat the same action.Satisfaction results will encourage the customer to make another purchase of the same brand (Park & Thangam, 2019).Several studies have also shown that customer satisfaction influences repurchase intent (Hume & Mort, 2010;Wu & Chang, 2007).Specifically, satisfied customers will not only return to buy the product but will also praise and provide recommendations regarding the product (Pandiangan et al., 2021).
The emergence of the internet makes it easier for individuals to share their thoughts and insight related to certain issues or phenomena.E-WOM is defined as a statement about a product or service that is delivered by a customer on the internet (Hennig-Thurau et al., 2004).It has a potential impact on customer purchasing decisions.Before customers buy products online, they will review other shoppers' feedback (Duarte et al., 2018).E-WOM can be found on blogs, social forums, review websites, and others (Gruen et al., 2006).When customers have a positive experience with a brand, they are more likely to engage by providing positive feedback (Duarte et al., 2018;Rita et al., 2019).They also tend to share with and recommend their friends (Wu et al., 2017). Several

METHOD
The research was conducted using a data collection method in the form of a closed questionnaire through an online form using the respondent's criteria, such as the use of e-grocery applications, domicile in Jabodetabek (Jakarta, Bogor, Depok, Tangerang, and Bekasi), and use of the e-grocery in the past 3 months.The respondents are 58.1% female and 41.9% male, with an age range of: 17-20 years old (18.8%), 21-30 years old (63.8%), 31-40 years old (15.4%), 41-50 years old (1.5%), and > 50 years old (0.4%).In addition, the sampling technique used in this study is non-probability-purposive sampling with the respondents' criteria as the specified variables.There are six variables: utilitarian value (UV), hedonic value (HV), e-service quality (ESQ), customer satisfaction (CS), repurchase intention (RI), and e-WOM (EWM) that measure the items shown in Table 1.All items were measured by the Likert scale consisting of 1 = very disagree, 2 = disagree, 3 = neutral, 4 = agree, and 5 = strongly agree.In processing research data, structural equation modeling (SEM) techniques are used through SmartPLS Software 4.
This measurement or test is performed to determine the viability of indicators and variables in their relationship.The first is the analysis of convergent validity through the results of external loadings; the results show that most of the items have values above 0.50.The minimum value that can be used to measure factor loadings is 0.50, so some of these items can be categorized as valid [48].But among them, there are still some item values that are below 0.50.Therefore, the writer eliminates several items from the variable, leaving four items with the largest value in each variable.The analysis was carried out using convergent validity to determine the Average Variance Extracted (AVE) value, where each variable must have a value greater than 0.50 than the limit given in the AVE assessment (Hair et al., 2006).The overall AVE value of the variables complies with the rules.In addition, the convergent validity table can also be analyzed for Cronbach's alpha, which has a limit value greater than 0.60 and composite reliability greater than 0.70 (Sekaran & Bougie, 2016).The data shows that the values comply with the rules.
The data is also analyzed using the Fornell Larcker criterion.This method is used to analyze the ratio of the square root of each AVE diagonally with a correlation coefficient (off-diagonal), where each comparison value of similar variables must be greater than the other variables (Fornell & Larcker, 1981).The data can be analyzed to show that the comparison value of similar variables already has a value greater than the value of other variables, thus indicating that the constructs or variables have empirical differences from one another.
In strengthening the structural model in this study, we performed a model fit analysis using the standardized root mean square residual (SRMR).Through SRMR, we can find out the difference between the correlation and the correlation matrix itself, where the structural model will be considered suitable if the SRMR value is below or less than 0.08 (Ramayah et al., 2017).In this study, the resulting SRMR value was 0.078, which was considered suitable because the value was less than 0.08.

Path p-value Decision
H1: UV --> CS 0,002 Accepted H2: HV --> CS 0,000 Accepted H3: ESQ --> CS 0,000 Accepted H4: CS --> RI 0,000 Accepted H5: CS --> EWM 0,000 Accepted We also tested the hypothesis through analysis and assessment of the results of path coefficients and p-values.Tests were carried out using the bootstrapping technique using 5,000 subsamples.The results in Table 2 show that all hypotheses are accepted since the p-value is 0,005 (Sekaran & Bougie, 2016).In addition, the path coefficient shows a positive value, which means a certain variable in the path has a positive impact on the other variable.

RESULT AND DISCUSSION
The p-value of less than 0.05 obtained indicates that the utilitarian value has a positive effect on customer satisfaction.Shopping for e-groceries makes it easier for customers to compare prices between one seller and another (Kesari & Atulkar, 2016;Mutum et al., 2014).Customers can check prices on several e-grocery platforms easily as well.In other words, it will certainly make it easier for customers to find cheap prices that meet their expectations.Moreover, e-grocery also helps customers save time and effort when shopping.They do not need to go to a physical store and can easily shop anytime and anywhere by using the internet.Utilitarian shoppers give high value to monetary and nonmonetary aspects (Overby & Lee, 2006).They will have a satisfied feeling when shopping for e-grocery.This is because both aspects-what e-grocery offers and what customers expect-can be met.
The hedonic value significantly affects customer satisfaction, which is indicated by a p-value of less than 0.005.Hedonic values are indeed more subjective and personal because they are directly related to the emotional desires of each individual when shopping (Rintamäki et al., 2006).This result is also the same as several previous studies, which indicated a positive relationship between hedonic value and customer satisfaction (Andriani et al., 2021), reducing negative feelings and relieving stress (Evelina et al., 2020).Hedonic value is also obtained when consumers are satisfied when making transactions through websites or applications.The attractive themes, features, designs, and atmospheres of e-grocery applications will make consumers feel at home when they shop (Turley & Milliman, 2000).When the feelings of pleasure and comfort are fulfilled, consumers are satisfied with the hedonic value obtained when shopping for groceries online.E-service quality also shows an impact on customer satisfaction since the p-value is below 0,005.Brands need to provide a website or application that can facilitate the customer's shopping efficiently and effectively.Good e-service quality will increase future usage intention (Henkel et al., 2006).Brands must not only provide a user-friendly website or application, but they must also provide a secure environment when customers transact or enter personal information when shopping for e-groceries.If trust in a website or application is built, it will lead to satisfied customers (Gao, 2011).Providing good e-service will make the customer think that the brand cares about them.Thus, it will lead to satisfaction as well.
Furthermore, customer satisfaction influences customers' intent to repurchase.It is reflected in the p-value, which is less than 0.005.Repurchase intention is one of the actions carried out by customers if they believe in and are satisfied with a product or service.This is what a brand needs to pay attention to increase customer satisfaction.After a harmonious relationship between customers and the company is built, it will encourage the customers to make another purchase in the future.Customers will go back to doing online grocery shopping if they are satisfied with all of the aspects of e-grocery.In addition, customer satisfaction can also generate e-WOM from customers.This study shows a positive impact between customer satisfaction and e-WOM (pvalue less than 0.005).Satisfied customers will usually share positive experiences when using a product or service.This is so that other customers can feel the same benefits.Satisfied customers will recommend a brand to friends, family, and relatives (Wu et al., 2017).Positive e-WOM certainly becomes "earned marketing," where customers indirectly promote a brand.Conversely, if customer satisfaction is not met, the customer will give a negative review to express his disappointment.Before shopping, individuals tend to read product or service reviews (Duarte et al., 2018).This is what also causes e-WOM to become an important thing that must be considered by brands.
The result section shows objectively the presentation of the research's key results without any interpretation using text, tables, and figures.The results section begins with text presenting the key findings and referring to the tables and figures.The table must not print on screen and contain specific numerical values, compare and contrast values, and a minimum of 2 rows and columns.The figures must be clear (provide the original file as a supplementary file in the article submission) and highlight trends, patterns, and relationships.The result section must present how the author ensures the data's validity and reliability.

CONCLUSION
The development of the internet has changed people's habits from offline to online, including shopping for daily groceries.Seeing this need, more and more brands are trying to provide an e- grocery platform that can help customers get the products.Because of the tight market and high level of competition, brands must have the right strategy in place to meet customer expectations and satisfaction.Several aspects, such as utilitarian value, hedonic value, and e-service quality, show a positive influence on customer satisfaction.Satisfaction can be achieved if a brand can meet the monetary and nonmonetary needs of a customer.Customers will be satisfied if a pleasant atmosphere is created when they shop on an e-grocery platform.In addition, brands also need to provide good service for customers to increase customer satisfaction.If the customer is satisfied, it will lead to two aspects: repurchase intention and positive e-WOM.Thus, a good relationship between the brand and the customer is crucial.However, this study has limitations that can be addressed in future research.In terms of geographic location, respondents only come from Jabodetabek (Jakarta, Bogor, Depok, Tangerang, and Bekasi), which cannot represent the behavior of customers who live in Indonesia.For the next round of research, the location of respondents can be spread over several regions in Indonesia.Each region in Indonesia may lead to different customer behaviors.
Figure 1.Research Framework

The Influence of Utilitarian, Hedonic, and E-Service Quality on Consumer Satisfaction Toward E- Grocery 2674
| I n d o n e s i a n J o u r n a l o f M u l t i d i s c i p l i n a r y S c i e n c e , 2 ( 6 ) , M a r c h , 2023