Pengaruh Customer Experience, Utilitarian Benefit dan Hedonic Benefit terhadap Intention to Recommended melalui Customer Satisfaction

Consumer experience and design product is one of the important elements in marketing, the benefits design are expected to be able to make consumers feel satisfied. Does the consumer experience and design benefits always increase customer satisfaction? This study aims to examine the effect of customer experience and design benefits (utilitarian benefit and hedonic benefits) toward intention to recommended with customer satisfaction as an interviening variable. Research conducted by involving 100 respondents using iPhone smartphone products in Kebumen City was taken using purposive sampling technique. The collected data and analyzed using path analyze and processed using the SPSS 24.0 statistical tool. The hypotheses result of the study show that from the seven hypotheses there is only one that is rejected, namely the fifth hypothesis. The findings of this study reveal that the customer experience and hedonic benefit variables are antecedents of consumer satisfaction that can foster the intention to be recommended, where as in the utilitarian variable benefits can only influence consumer satisfaction but cannot foster the intention to be recommended by consumers.