This study aims to examine and analyze the influence of Utilitarian Value,
Hedonic Value on Customer Satisfaction and Loyalty with Demanding Customers
Moderation among customers of Modern Café in Surabaya. This study was
conducted at the modern coffee bar (coffee shop) customers in Surabaya. In
accordance with the data obtained from the Department of Tourism Surabaya, there
are 14 modern coffee shop with 41 stands scattered in Surabaya. Sample used in this
study is modern coffee bar customers (coffee shop) in Surabaya that is 600 persons,
sampling techniques is using non -probability sampling, that is with accidental
sampling that encountered by the researcher while visiting modern coffee shop and
the determination of respondents numbers in each shop coffee is determined by
using percentage based on the number of coffee shops in Surabaya. Techniques of
analysis in this study is using Structural Equation Modeling (SEM) with AMOS 19
The conclusion of this study result are : t utilitarian value does not have
significant influence on customer satisfaction at the modern coffee shop. Hedonic
value has significant influence on customer satisfaction in a modern coffee shop.
Demanding customer does not moderate the influence of utilitarian value on
customer’s satisfaction at the modern coffee shop. Demanding customers moderates
the influence of hedonic value on customer satisfaction in a modern coffee shop.
Satisfaction significantly influence customer loyalty of modern coffee shop.
Utilitarian value has no significant influence on customer loyalty in modern coffee
shop. Hedonic value has significant influence on customer loyalty in modern coffee
Keywords: Customer Satisfaction, Hedonic Value, Loyalty, Utilitarian Value, and Demanding Customer