The Influence of Utilitarian Shopping Value and Hedonic Shopping Value on Customer Satisfaction and Repurchase Intention on the Steam Platform in Indonesia

PENGARUH UTILITARIAN SHOPPING VALUE DAN HEDONIC SHOPPING VALUE TERHADAP CUSTOMER SATISFACTION DAN REPURCHASE INTENTION PADA PLATFORM STEAM DI INDONESIA

Abstract

This study examines the influence of utilitarian shopping value (USV) and hedonic shopping value (HSV) on customer satisfaction and their impact on repurchase intention among Steam users in Indonesia. A quantitative explanatory approach was employed through an online questionnaire using a 1–5 Likert scale, distributed to active Steam users aged 17 years and above who had made at least one purchase on the platform, selected through purposive sampling. Of 242 responses collected, 227 valid responses were analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results show that utilitarian shopping value has a significant positive effect on both customer satisfaction and repurchase intention, while hedonic shopping value has a significant positive effect on customer satisfaction but no significant direct effect on repurchase intention. Customer satisfaction has a significant positive effect on repurchase intention and significantly mediates the effect of both utilitarian and hedonic shopping value on repurchase intention. These findings indicate that repurchase intention on Steam is driven more by accumulated customer satisfaction than by hedonic experience alone, so Steam should strengthen both functional features and enjoyable, community-based experiences while treating overall satisfaction as the primary lever for retention. This study is limited to Steam users in Indonesia within a specific observation period.