This study aimed at determining and analyzing the effect of utilitarian and hedonic values on the purchase intention of travelers at Changi International Airport, Singapore. This study employed quantitative research methods. The number of samples in this study was 100 people who were travelers at Changi International Airport, Singapore, from January to November 2019. The sampling technique used was simple random sampling. The data were collected through interviews, questionnaires, and observations. The research data were processed and analyzed using SPSS ver. 25. The results show that there was a significant and unidirectional influence between 1) utilitarian value on traveler's purchase intention with a significance value of 0.000 (p-value <0.05) and a contribution value of 0.546 or 54.6%, 2) hedonic value towards a traveler's purchase intention with a significance value of 0.000 (p-value < 0.05) and a contribution value of 0.499 or 49.9%, and 3) a utilitarian value and a hedonic value together with a traveler's purchase intention with a significance value of 0.000 (p-value < 0.05) and the coefficient of determination is 0.521 or 52.1%.