p–ISSN: 2723 - 6609 e-ISSN: 2745-5254

Vol. 5, No. 10, October 2024 http://jist.publikasiindonesia.id/

Indonesian Journal of Social Technology, Vol. 5, No. 10, October 2024 3837

The Influence of Hedonic Value, Utilitarian Value, and

Economic Value on Ride-Hailing App Users in Indonesia in a

Sustainable Way

Bayu Erik Prasetyo

Universitas Trisakti, Indonesia

Email: [email protected]

*Correspondence

ABSTRACT

Keywords: hedonic value;

ride-hailing applications;

consumer satisfaction.

The transportation industry has undergone significant

changes due to technological developments and increasing

consumer demand for efficiency. In Indonesia, the

emergence of ride-hailing apps such as Go-Jek, Grab, and

Maxim reflects a growing preference for the sharing

economy model. This study aims to analyze the influence of

hedonistic values, utilitarian values, and economic values on

consumer satisfaction, as well as the influence of satisfaction

on the intention to continue using this application. Data was

collected from 210 active users through an online survey.

The results showed that hedonistic value and economic value

had a significant positive impact on user satisfaction, while

utilitarian value had no effect. In addition, economic value

and satisfaction have a positive effect on the intention to

continue using ride-hailing services. In conclusion, to

increase user loyalty, ride-hailing service providers need to

prioritize increasing economic value and user satisfaction.

This study provides insights into the development of services

that are more in line with consumer needs and preferences in

the digital era.

Introduction

Transportation is a process of moving goods and people from one place to another.

Nowadays the transportation industry has changed due to rapid technological changes and

consumer needs for efficiency and quick access to services. (Cook et al., 2021). An

example of the changes that are happening today is the ride-sharing system in the world

of transportation where the process adheres to the sharing economy. The number of ride-

sharing uses has surpassed that of conventional vehicle rental systems. (Lee & Kim,

2018). Economic sharing is an alternative way that provides lower costs. (Gligor et al.,

2021). The idea of a sharing economy was first proposed in 1978 and the sharing economy

only emerged in the early 1980s (Shaikh et al., 2024).

In Indonesia, ride-hailing application services began to be known in 2015 and are

growing until now (Christina et al., 2018). At that time, Go-Jek was the first local

company to provide ride-hailing services in 2011 and was followed by Grab and Uber in

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Indonesian Journal of Social Technology, Vol. 5, No. 10, October 2024 3838

2014 (Zhao et al., 2012). Despite the rejection by conventional motorcycle taxis and

unclear regulations from the government, finally, this transportation system can still

survive and develop to this day. After Uber ceased operations in mid-2018, Grab acquired

Uber's assets in the Southeast Asian region (Forbes, 2018). Currently, the largest online

transportation service in Indonesia is Go-Jek (PT Aplikasi Karya Anak Bangsa) followed

by Grab.

In its development, ride-hailing has undergone significant changes in usage data

every year. This shows that most users are satisfied with the ease of booking and the

convenience of using this service. In addition, the study found that the value that

customers feel and the satisfaction they get are the determining factors in continuing,

which is a measure of customer loyalty. This confirms that ride-hailing applications will

be a transportation solution that is in demand in the digital era in the future.

Based on the formulation of the problems mentioned above, this study has the

following objectives:

1. Analyze the positive influence of hedonic value on satisfaction in the use of ride-

hailing applications.

2. Analyze the positive influence of utilitarian value on satisfaction in the use of ride-

hailing applications.

3. Analyze the positive influence of economic value on satisfaction in the use of ride-

hailing applications.

4. Analyze the positive influence of hedonic value on continuance Intention in the use of

ride-hailing applications.

5. Analyze the positive influence of economic value on continuance Intention in the use

of ride-hailing applications.

6. Analyze the positive effect of satisfaction on continuance intention in the use of ride-

hailing applications.

This research is expected to be of positive benefit to the following parties:

1. For ride-hailing service providers

This research is a reference in developing ride-hailing services to better understand

consumer needs and preferences as an improvement in service quality and customer

satisfaction levels to implement increased customer trust and attraction to service

providers.

2. For ride-hailing service users

This research can be a comparative reference to make decisions in choosing a more

appropriate ride-hailing application. Users also need to be aware of values that can affect

future reuse intentions. So that users can choose which application to choose according

to customer needs.

3. For the next researcher

The results of this study open up opportunities to develop new theories and

frameworks to investigate ride-hailing as well as wider scopes such as ride-sharing. These

findings will also encourage the development of better research methods to identify

greater aspects of satisfaction in the context of the use of ride-hailing applications.

The Influence of Hedonic Value, Utilitarian Value, and Economic Value on Ride-Hailing App

Users in Indonesia in a Sustainable Way

Indonesian Journal of Social Technology, Vol. 5, No. 10, October 2024 3839

Method

The type of research used is a hypothesis test where there are several hypotheses

proposed to be further tested. This research is intended to test the hypothesis by focusing

on evaluating the relationship between several variables. The hypothesis testing in this

study is a causal hypothesis. In this study, a hypothesis test was carried out to determine

whether there was an influence between variables that would later be studied, namely the

influence of hedonic value, utilitarian value, and economic value, on satisfaction and

continuance intention. By collecting data at a specific time point, this study will use a

cross-sectional approach to provide an understanding of the variables being studied. The

answers from the respondents are expected to reflect the actual conditions of the field. To

improve the efficiency and effectiveness of data collection, online surveys distributed

over the internet, such as Google Forms, will be used to obtain primary data. The

respondents who will be the main unit of analysis are users of ride-hailing applications in

Indonesia (Gojek, Grab, Maxim, etc.) and the analysis will be focused on the individual

level. This study is expected to have a significant influence on the understanding of the

relationship between the variables studied.

Variables and Measurements

This study uses two types of variables, namely free and bound. Hedonic value,

utilitarian value, economic value, and satisfaction are independent variables, and

continuance intention is a bound variable.

Data Collection Methods

The population of this study consists of people who know ride-hailing applications

such as Gojek, Grab, Maxim, InDrive, and others. Furthermore, the sample used in this

study is part of the population that knows and has used the ride-hailing application by

several criteria that have been set. The data collected consists of preliminary data obtained

directly through a survey, also known as a research survey, which is submitted through a

Google Form form. The instruments used in the research questionnaire are tested first to

ensure that the data collected must be of good quality to produce a good level of validity

and reality.

Sample Withdrawal Method

The drawdown design in this study uses a nonprobability sampling method, which

means that each element of the population has a different chance of being examined as a

research subject (Sekaran & Bougie, 2016). The sampling technique is purposive

sampling where the sampling method is collected from a specific target or group of people

based on predetermined criteria. The type of respondents in this study is someone who

has been actively using ride-hailing applications from several service providers in

Indonesia (Gojek, Grab, Maxim, inDrive) for at least six months. The number of samples

will be determined based on the analysis tool used, then the analysis tool that will be used

is SEM with the recommended sample number ranging from 200-400 respondents

(Hussaini et al., 2018).

Data Testing Methods

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Indonesian Journal of Social Technology, Vol. 5, No. 10, October 2024 3840

(Hussaini et al., 2018) unobserved variable, variables like this require an indicator

for measurement and the indicator cannot be measured directly.

Validity Test

Before deciding on whether an indicator is declared valid or not, it is necessary to

first determine the factor loading value that will be used as the basis for decision-making.

Table 1

Factor loading Based on Sample

Factor loading

Sample Size

0.30

350

0.35

250

0.40

200

0.45

150

0.50

120

0.55

100

0.60

0.65

0.70

0.75

In this study, a total of 210 respondents were used, so the basis for making validity

test decisions is as follows:

a. The indicator is declared valid if the resulting factor loading value ≥ 0.4.

b. The indicator is declared invalid if the resulting factor loading value < 0.4.

Data Analysis Methods

1. Descriptive Statistics

Descriptive statistics are statistics that are used to describe information from a data

set using frequency, mean, standard deviation, and so on (Sekaran & Bougie, 2016). This

study uses mean values and standard deviations for descriptive statistics. The mean value

shows the average response of respondents to the variables assessed, while the standard

deviation value shows the difference in respondents' responses to the data.

2. Uji Hipotesis

Structural Equation Modeling (SEM) analysis is a multivariate statistical tool that

combines factor analysis and multiple regression. This method will be used to test the

research hypothesis. Hypothesis test decision-making will be made by comparing the p-

value with an error rate or alpha of 5%. Here are the decisions made in the hypothesis

test:

The Influence of Hedonic Value, Utilitarian Value, and Economic Value on Ride-Hailing App

Users in Indonesia in a Sustainable Way

Indonesian Journal of Social Technology, Vol. 5, No. 10, October 2024 3841

a. Ho is rejected or the hypothesis is supported when the p-value ≤ α 0.05.

b. Ho is accepted or the hypothesis is not supported when the p-value > α 0.05.

Figure 2

Structural Equation Modelling

Before conducting a research hypothesis test, it is necessary to conduct a goodness

of fit model test to determine whether the research model can be considered feasible to

use.

Results and Discussion

Description of Research Data

The statistical description of the variables used in this study included utilitarian

value, hedonic value, economic value, satisfaction, and continuance intention, which was

measured by 210 respondents. The majority of respondents (97.6%) have used ride-

hailing apps for more than six months, with 90.5% using them more than three times in

the past six months. Most respondents use GOJEK (62.4%), followed by GRAB (29.0%),

MAXIM (8.1%), and inDrive (0.5%). Respondents consisted of 53.3% men and 46.7%

women, with the majority aged 27-31 years (30.5%), followed by 22-26 years old

(28.1%), 17-21 years old (21.4%), 32-36 years old (13.8%), and over 36 years old (6.2%).

This distribution of characteristics helps to understand the context of the research results

and supports the conclusions drawn.

Descriptive Statistics

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Indonesian Journal of Social Technology, Vol. 5, No. 10, October 2024 3842

The analysis of descriptive statistical results was carried out to see the average value

of the responses and the diversity of answers from respondents related to the variables of

utilitarian value, hedonic value, economic value, satisfaction, and continuance intention.

The mean value will be used to see the middle value of each variable. Meanwhile, the

standard deviation value will be used to see the homogeneity value of each variable tested.

The following are the results of the descriptive statistical analysis:

Table 2

Descriptive Statistics of Utilitarian Value Variables

Statement

Mean

Std.

Deviation

Utilitarian Value

Using ride-hailing apps, users can efficiently

book online transportation.

4,12

0,708

Ride-hailing applications can save time in

waiting for online transportation.

4,11

0,822

Users can improve their mobility from one

place to another.

4,20

0,744

Users can save time and money to get online

transportation.

3,99

0,925

Average

4,11

Based on the data and description of table 2 above, it can be seen that the mean

value of the utilitarian value variable is 4.11 which means that the average respondent

feels that the ride-hailing application provides practical benefits and values obtained by

ride-hailing app users. These variables are related to the efficiency, comfort, and

practicality in accessing transportation felt by the respondents. Meanwhile, the standard

deviation of all indicators used in measuring the utilitarian value variable ranged from 0.7

to 0.9, which showed that respondents had diverse answers to this variable.

Table 3

Descriptive Statistics of Hedonic Value Variables

Statement

Mean

Std.

Deviation

Hedonic Value

For users, the service of this ride-hailing

application is one of the things that I

enjoy.

4,25

0,742

Using the services of this ride-hailing

application makes users feel good.

4,08

0,775

Using the services of this ride-hailing

application is fun because there are

various types of vehicles that I can choose

from.

4,28

0,776

The Influence of Hedonic Value, Utilitarian Value, and Economic Value on Ride-Hailing App

Users in Indonesia in a Sustainable Way

Indonesian Journal of Social Technology, Vol. 5, No. 10, October 2024 3843

Statement

Mean

Std.

Deviation

Using the benefits of this ride-hailing app

provides fun.

4,17

0,761

Average

4,19

Based on the information in Table 3 above, it can be seen that the mean value of

the hedonic value variable is 4.19 which means that the average respondent feels that the

ride-hailing application provides satisfaction and pleasure obtained by ride-hailing app

users through the experience of using the service. Meanwhile, the standard deviation

value of all indicators used in measuring the hedonic value variable is around 0.7, which

shows that respondents have diverse answers to this variable.

Table 4

Descriptive Statistics of Economic Value Variables

Statement

Mean

Std.

Deviation

Economic Value

Using a ride-hailing application provides

good value for the price that the user pays.

4,01

0,818

Users can find great deals when using this

ride-hailing app.

3,85

0,878

The services provided by this ride-hailing

app are an economical alternative

compared to conventional transportation.

4,04

0,757

The services of this ride-hailing app have

a reasonable price.

4,06

0,862

Average

3,99

Based on the information in Table 4 above, it can be seen that the mean value of

the economic value variable is 3.99 which means that the average respondent feels that

the ride-hailing application provides financial benefits or economic value provided when

using the ride-hailing app. Meanwhile, the standard deviation value of all indicators used

in measuring economic value variables ranges from 0.7 to 0.8, which shows that

respondents have diverse answers to this variable.

In the process of analyzing the research data, two values will be observed. In

hypothesis testing, the p-value is used to determine whether there is an influence between

the variables being tested. Meanwhile, the prediction value is used to determine the

direction of influence between the independent variable and the dependent variable.

Here is the basis for decision-making in hypothesis testing:

1. Ho is rejected or the hypothesis is supported if the resulting p-value ≤ α 0.05. (There

is influence)

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Indonesian Journal of Social Technology, Vol. 5, No. 10, October 2024 3844

2. Ho is accepted or the hypothesis is not supported if the resulting p-value > α 0.05. (No

influence)

Table 5

Direct Hypothesis Test Results

Hypothesis

Estimate

P-Value

Results

Hedonic Value has a positive effect on

Satisfaction

0,298

0,000

supported

Utilitarian values have a positive effect

on Satisfaction

-0,026

0,358

H2 Not

supported

Economic Value has a positive effect

on Satisfaction

0,706

0,000

supported

Hedonic Value has a positive effect on

Continuance Intention

-0,074

0,242

H4 Not

supported

Economic Value has a positive effect

on Continuance Intention

0,469

0,000

supported

Satisfaction has a positive effect on

Continuance Intention

0,775

0,000

supported

Hypothesis 1

Hypothesis 1 tests whether Hedonic Value has a positive effect on Satisfaction, with

the null hypothesis (Ho) and alternative hypothesis (Ha) as follows:

Ho: Hedonic Value has no positive effect on Satisfaction

H1: Hedonic Value has a positive effect on Satisfaction

Based on the results of hypothesis 1 testing in Table 4.6, it is known that the p-value

is 0.000 < α 0.05 with a positive estimate value of 0.298, so it can be said that hypothesis

1 is supported. Thus, it can be concluded that Hedonic Value has a positive effect on

Satisfaction.

Hypothesis 2

Hypothesis 2 tests whether Utilitarian Value has a positive effect on Satisfaction,

with the null hypothesis (Ho) and alternative hypothesis (Ha) as follows:

Ho: Utilitarian Value has no positive effect on Satisfaction

H1: Utilitarian Value has a positive effect on Satisfaction

Based on the results of hypothesis 2 testing in Table 5, it is known that the p-value

is 0.358 > α 0.05 which means that there is no influence between the variables studied,

so it can be said that hypothesis 2 is not supported. Thus, it can be concluded that

Utilitarian Value does not have a positive effect on Satisfaction.

Hypothesis 3

The Influence of Hedonic Value, Utilitarian Value, and Economic Value on Ride-Hailing App

Users in Indonesia in a Sustainable Way

Indonesian Journal of Social Technology, Vol. 5, No. 10, October 2024 3845

Hypothesis 3 tests whether Economic Value has a positive effect on Satisfaction,

with the null hypothesis (Ho) and alternative hypothesis (Ha) as follows:

Ho: Economic Value has no positive effect on Satisfaction

H1: Economic Value has a positive effect on Satisfaction

Based on the results of hypothesis 3 testing in Table 4.6, it is known that the p-value

is 0.000 < α 0.05 with a positive estimate value of 0.706, so it can be said that hypothesis

3 is supported. Thus, it can be concluded that Economic Value has a positive effect on

Satisfaction.

Hypothesis 4

Hypothesis 4 tests whether Hedonic Value has a positive effect on Continuance

Intention, with null hypothesis (Ho) and alternative hypothesis (Ha) as follows:

Ho: Hedonic Value has no positive effect on Continuance Intention

H1: Hedonic Value has a positive effect on Continuance Intention

Based on the results of hypothesis 4 testing in table 4.6, it is known that the p-value

is 0.242 > α 0.05 which means that there is no influence between the variables studied,

so it can be said that hypothesis 4 is not supported. Thus, it can be concluded that Hedonic

Value does not have a positive effect on Continuance Intention.

Hypothesis 5

Hypothesis 5 tests whether Economic Value has a positive effect on Continuance

Intention, with null hypothesis (Ho) and alternative hypothesis (Ha) as follows:

Ho: Economic Value Does Not Have a Positive Effect on Continuance Intention

H1: Economic Value has a positive effect on Continuance Intention

Based on the results of hypothesis 5 testing in Table 4.6, it is known that the p-value

is 0.000 < α 0.05 with a positive estimate value of 0.469, so it can be said that hypothesis

5 is supported. Thus, it can be concluded that economic value has a positive effect on

continuance intention.

Hypothesis 6

Hypothesis 6 tests whether Satisfaction has a positive effect on Continuance

Intention, with the null hypothesis (Ho) and the alternative hypothesis (Ha) as follows:

Ho: Satisfaction has no positive effect on Continuance Intention

H1: Satisfaction has a positive effect on Continuance Intention

Based on the results of hypothesis 6 testing in table 4.6, it is known that the p-value

is 0.000 < α 0.05 with a positive estimate value of 0.775, so it can be said that hypothesis

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Indonesian Journal of Social Technology, Vol. 5, No. 10, October 2024 3846

6 is supported. Thus, it can be concluded that satisfaction has a positive effect on

continuity intention.

Hypothesis 1

The more customers enjoy using the ride-hailing application, the more customer

satisfaction will also increase. The aspects that subjectively provide pleasure or

satisfaction to the users of ride-hailing apps play an important role in determining how

satisfied they are with the experience of using this service (Fobiri et al., 2024). Factors

associated with hedonic value include user comfort, attractive interfaces, and additional

features that are believed to contribute positively to customer satisfaction. An application

should not be too complicated or too difficult for users to learn because it will cause

dissatisfaction with the application (Keni, 2020). Comfortable vehicle quality, positive

interaction with drivers, or attractive promotions are also examples that can increase the

emotional satisfaction of users (Yuan et al., 2022). In examining the determining factors

of satisfaction, the perceived customer value, which includes emotional value, contributes

to generating customer satisfaction. The results of this study support the results of

previous studies which also show similar results, namely hedonic value has a positive

effect on satisfaction, such as the results of the study.

Hypothesis 2

Mobile apps that can save time are preferred by users because they are considered

to provide more satisfaction. The results of the hypothesis test in this study showed that

utilitarian value had no positive effect on satisfaction. Some aspects such as service speed,

ease of booking, or competitive prices are considered elements that are expected by users,

but they are not significant to increase user satisfaction. Currently ride-hailing is equipped

with a mobile payment method that makes transactions faster. Using a mobile payment

system can support users to make payments faster than other payment options and

improve the quality of user transactions, which will increase user satisfaction with using

the application. However, especially in Indonesia, users who have not used mobile

payment and prefer to use cash payment are often encountered. In the context of ride-

hailing, user satisfaction is more likely to be influenced by aspects of hedonic value, such

as vehicle comfort, interaction with drivers, or application interfaces. Therefore, ride-

hailing service providers need to pay attention to and improve aspects that are more

oriented to hedonic value to increase user satisfaction levels and strengthen their

attachment to the service.

Hypothesis 3

Economic value is conceptually similar to price value and positively affects

satisfaction (Yuan et al., 2022). The affordability of the services provided by ride-hailing

can increase user satisfaction, especially for those looking for a cost-efficient alternative.

This shows that the more economical the price of the ride-hailing application, the more

satisfied customers will be with the use of the ride-hailing application. Furthermore, ride-

hailing users can often take advantage of various promotions, discounts, or special offers

The Influence of Hedonic Value, Utilitarian Value, and Economic Value on Ride-Hailing App

Users in Indonesia in a Sustainable Way

Indonesian Journal of Social Technology, Vol. 5, No. 10, October 2024 3847

offered by service providers, such as promo codes or loyalty programs, which can provide

added value and reinforce user satisfaction. The results of this study support the results

of previous studies which also show similar results, namely economic value has a positive

effect on satisfaction, such as the results of the study (Jani et al., 2023); (Yuan et al.,

2022).

Hypothesis 4

The results of this study do not support the arguments put forward when developing

the hypothesis that hedonic value has a positive influence on continuance intention.

Several previous studies from several cases stated that there was a positive influence

between the two variables. Ideally, hedonic value has several ways to influence continuity

intention, first regarding the direct relationship with user satisfaction, and then affecting

continuity intention (Yuan et al., 2022). One of the reasons this hypothesis is not

supported is that while a pleasant experience in using a ride-hailing service can improve

user satisfaction, factors such as the availability of service alternatives, changes in user

preferences, issues, and external factors such as changes in fares or service policies, can

all influence users to continue using ride-hailing apps. For example, even if a user enjoys

the experience of using a particular ride-hailing service at first, changing needs or the

availability of alternatives that are more suitable for a particular situation may reduce the

desire to continue using the app.

Hypothesis 5

Economic value is one of the factors that can increase continuity intention, so the

ride-hailing industry needs to increase economic value by providing more economical

prices from ride-hailing applications, such as providing vouchers and free service fees so

that both trips and purchases on ride-hailing applications become more affordable. With

this offer, users feel that they get better value from using ride-hailing services than using

other alternatives such as taxis or their private vehicles. This can make them more likely

to continue using the service on an ongoing basis. The results of this study support the

results of previous studies which also show similar results, namely economic value has a

positive effect on continuity intention, such as the results of the study (Tumaku et al.,

2023).

Hypothesis 6

Satisfaction has a positive influence on continuance intention in the use of ride-

hailing in addition to user awareness and pleasure, which then affects the intention of

continuous use. For example, a user who is satisfied with the fast service, vehicle

cleanliness, and travel comfort provided by a ride-hailing service, will tend to use the

application continuously for his transportation needs. To improve user satisfaction and

ensure high user retention, ride-hailing apps can improve the quality of service by

providing clean and well-maintained vehicles and friendly and professional driver

service. In addition, companies also need to respond quickly to user complaints and

issues, offer attractive loyalty programs and discounts, enhance security with features

such as emergency calls and driver background checks, and ask for feedback regularly to

continuously improve the service. With this strategy, ride-hailing apps can ensure that

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Indonesian Journal of Social Technology, Vol. 5, No. 10, October 2024 3848

users feel satisfied and continue to use their services in the future. The results of this study

support the results of previous studies which also show similar results, namely

Satisfaction has a positive effect on continuity intention, such as the results of the study

(Yuan et al., 2022); (Ofori et al., 2022).

Conclusion

Based on the analysis in the previous chapter, it can be concluded that in the context

of using ride-hailing applications, hedonic value has a positive influence on satisfaction,

while utilitarian value does not have a positive influence. Economic value also has a

positive impact on satisfaction. However, hedonic value does not have a positive

influence on continuance intention, while economic value has a positive influence on

continuance intention. Furthermore, satisfaction was proven to have a positive effect on

continuance intention. Therefore, to increase user intention to continue using ride-hailing

applications, it is important to pay attention to factors such as economic value and user

satisfaction, while also considering the role of hedonic value in increasing user

satisfaction.

The Influence of Hedonic Value, Utilitarian Value, and Economic Value on Ride-Hailing App

Users in Indonesia in a Sustainable Way

Indonesian Journal of Social Technology, Vol. 5, No. 10, October 2024 3849

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