Dahmiri, Sigit Indrawijaya, Sylvia Kartika Wulan Bhayangkari, Nurida Isnaeni and Wirmie Eka Putra
The purpose of this study is to obtain an overview and analyze the effect of utilitarian value and hedonic value on purchasing decisions of Jambi Batik either silmultanally or partially. The research sample is Batik Jambi consumers. Data collection is done by means of a questionnaire. This study uses a mixed method, which is a combination of qualitative and quantitative research methods. Methods of data analysis used multiple regression tools. Results of the study found that the utilitarian value and hedonic value variables had a significant and partial effect on purchasing decisions of Batik Jambi. The hedonic value variable is the variable that has the dominant influence on the purchase decision of Batik Jambi. The model is significantly able to explain all variables but in the future research needs to be done with variables and other objects to get better results. The hedonic value variable is the more dominant variable. Increases understanding of utilitarian value and hedonic value influence on Batik Jambi purchasing decisions.