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HEDONIC VALUE AND UTILITARIAN VALUE IN FOOD TRUCK BUSINESS: A QUALITATIVE PERSPECTIVE

Journal of Business Studies and Management Review · Vol. 5 No. 2 (2022) · hlm. 221–225

DOI
10.22437/jbsmr.v5i2.18640
ISSN
2597-6265, 2597-369X
Terbit
2022-07-08
Penerbit
Management Department, Faculty of Economics and Business, Universitas Jambi
Bahasa
en
Lisensi
creativecommons.org/licenses/by/4.0

Abstrak

The culinary industry grows and develops because of the phenomenon of the growth and development of the street food business. One of the developments in the way food and beverage is served is selling via trucks or “mobile restaurants”, better known as Food trucks. The growth of the Food Truck business shows significant growth due to the increasing behavior of people's consumption of food and beverages offered by the Food Truck media. This research is qualitative research. This study uses respondents who have made purchase transactions at the food truck business in Jambi City. At this qualitative stage, the themes and sub-themes of the research were obtained. The hedonic value theme has sub-themes in the form of fun, curiosity, entertainment, a variety of product flavors, hygienic factors, creativity, and innovation, as well as attracting attention. The utilitarian value theme has sub-themes in the form of time efficiency, affordable prices, practicality, and strategic location. While on the purchasing decision theme, there are sub-themes in the form of convenience when buying, information from friends and family and product attributes as needed.

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40 penulis · 89 tautan kepenulisan bersama · 17 lintas organisasi · menampilkan 40 yang paling banyak terhubung

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  • Universitas Jambi
  • Diponegoro University
  • Universitas Pembangunan Jaya
  • Muhammadiyah University of Makassar
  • Sekolah Tinggi Agama Islam Raudhatul Akmal
  • State University of Medan
  • Universitas Islam Negeri Maulana Malik Ibrahim
  • Organisasi lain
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  • Organisasi berbeda
  • Organisasi sama
  • Afiliasi tidak diketahui
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Rekan penulisOrganisasiArtikel bersama
Syahmardi YacobUniversitas Jambi9
Fitriaty FitriatyUniversitas Jambi9
Novita SariUniversitas Jambi5
Syamsurijal TanUniversitas Jambi4
Ahmad Nur Budi UtamaUniversitas Jambi4
Ade OctaviaUniversitas Jambi3
Agus SolikhinUniversitas Jambi3
Firmansyah FirmansyahUniversitas Jambi3
Daffa Rizqi PrayudyaDiponegoro University2
Junaidi JunaidiUniversitas Jambi2
Asep MachpuddinUniversitas Jambi2
M. Syurya HidayatUniversitas Jambi2
Tona Aurora LubisAfiliasi tidak diketahui2
Sry RositaUniversitas Jambi2
Ida MasrianiUniversitas Jambi2
Zulfina AdrianiUniversitas Jambi2
Zulkifli ZulkifliAfiliasi tidak diketahui2
Dalizanolo HuluUniversitas Pembangunan Jaya2
Firmansyah FirmansyahBandung Institute of Technology2
S SumarniUniversitas Jambi2
Andi Amran AsriadiMuhammadiyah University of Makassar1
Fauzi FahmiSekolah Tinggi Agama Islam Raudhatul Akmal1
Masdar LimbongAfiliasi tidak diketahui1
Mukhtar MukhtarState University of Medan1
Ach Fikri FausiUniversitas Islam Negeri Maulana Malik Ibrahim1
Muhammad FarhanUniversitas Jambi1
Siti Hilmiati AzyziaDiponegoro University1
Destiati NabilaDiponegoro University1
Hardiani HardianiUniversitas Jambi1
Ningsi TrilianahUniversitas Jambi1
Widyanti FitriUniversitas Jambi1
Sutan Adil HendraUniversitas Jambi1
Efi HerawatiUniversitas Jambi1
Iskandar IskandarSunan Gunung Djati State Islamic University Bandung1
Asep MachpudinUniversitas Jambi1
Yayuk SriayudhaUniversitas Jambi1
Johannes SimatupangUniversitas Jambi1

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Sumber metadata: OAI-PMH (metadata jurnal) https://online-journal.unja.ac.id/index.php/jbsmr/oai, pertama di-harvest 6 Nov 2026, terakhir terlihat 8 Nov 2026.
Metadata asli (oai_dc) 
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	<dc:title xml:lang="en">HEDONIC VALUE AND UTILITARIAN VALUE IN FOOD TRUCK BUSINESS:  A QUALITATIVE PERSPECTIVE</dc:title>
	<dc:creator xml:lang="en">Firmansyah, Firmansyah</dc:creator>
	<dc:creator xml:lang="en">Lubis, Tona Aurora</dc:creator>
	<dc:creator xml:lang="en">Ningsih, Maryati</dc:creator>
	<dc:subject xml:lang="en">hedonic value</dc:subject>
	<dc:subject xml:lang="en">utilitarian value</dc:subject>
	<dc:subject xml:lang="en">purchasing decision</dc:subject>
	<dc:subject xml:lang="en">Food Truck business</dc:subject>
	<dc:description xml:lang="en">The culinary industry grows and develops because of the phenomenon of the growth and development of the street food business. One of the developments in the way food and beverage is served is selling via trucks or “mobile restaurants”, better known as Food trucks. The growth of the Food Truck business shows significant growth due to the increasing behavior of people's consumption of food and beverages offered by the Food Truck media. This research is qualitative research. This study uses respondents who have made purchase transactions at the food truck business in Jambi City. At this qualitative stage, the themes and sub-themes of the research were obtained. The hedonic value theme has sub-themes in the form of fun, curiosity, entertainment, a variety of product flavors, hygienic factors, creativity, and innovation, as well as attracting attention. The utilitarian value theme has sub-themes in the form of time efficiency, affordable prices, practicality, and strategic location. While on the purchasing decision theme, there are sub-themes in the form of convenience when buying, information from friends and family and product attributes as needed.</dc:description>
	<dc:publisher xml:lang="en">Management Department, Faculty of Economics and Business, Universitas Jambi</dc:publisher>
	<dc:date>2022-07-08</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://online-journal.unja.ac.id/jbsmr/article/view/18640</dc:identifier>
	<dc:identifier>10.22437/jbsmr.v5i2.18640</dc:identifier>
	<dc:source xml:lang="en">Journal of Business Studies and Management Review; Vol. 5 No. 2 (2022): JBSMR, Vol. 5 No.2, June 2022; 221-225</dc:source>
	<dc:source>2597-6265</dc:source>
	<dc:source>2597-369X</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://online-journal.unja.ac.id/jbsmr/article/view/18640/13712</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2022 Firmansyah Firmansyah, Tona Aurora Lubis, Maryati Ningsih</dc:rights>
	<dc:rights xml:lang="en">https://creativecommons.org/licenses/by/4.0</dc:rights>
</oai_dc:dc>