THE ROLE OF HEDONIC VALUE, UTILITARIAN VALUE AND SOCIAL INFLUENCE TOWARD ART MUSEUM VISITOR’S LOYALTY IN JAKARTA

Abstract

Purpose – The purpose of this study is to identify and explore key determinants of Art Museum visitor loyalty in Jakarta. The independent variable are hedonic value, utilitarian value and social influences. Design – This study is a quantitative study that is using Multiple Regression. The questionnaire consists of screening questions, demographic questions, and questions related to the variables. The questionnaire was distributed through online. Finally, the analysis was performed on 217 valid responses. Findings - This study shows that social influences is not significantly influenced Art museum visitor loyalty. Hedonic value and utilitarian value are significantly influenced Art museum visitor loyalty. Value - Originality of this research is to know the key factors that influenced Art Museum visitor loyalty