DAMPAK ELECTRONIC WORD OF MOUTH TERHADAP CUSTOMER CO CREATION PADA INDUSTRI KOSMETIKA INDONESIA

Ekasari, Novita and Syahmardi, Yacob and Junaidi, Junaidi and Marzal, Jefri (2024) DAMPAK ELECTRONIC WORD OF MOUTH TERHADAP CUSTOMER CO CREATION PADA INDUSTRI KOSMETIKA INDONESIA. S3 thesis, Universitas Jambi.

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Abstract

ABSTRAK Tujuan penelitian ini adalah (1) Untuk menganalisis pengaruh Electronic word of mouth (eWoM) terhadap Co creation (CC) pada platform femaledaily.com dan sociolla.com. (2) Untuk menganalisis pengaruh Electronic word of mouth (eWoM) terhadap Co creation (CC) yang dimediasi oleh nilai merek yang dirasakan (Perceived Brand Value/PBV) dan keterlibatan pelanggan pada merek (Customer Brand Engagement/CBE), (3) menganalisis pengaruh Electronic word of mouth (eWoM) terhadap Co creation (CC) yang dimoderasi oleh Platform Credibility (PC). Penelitian ini menggunakan pendekatan kuantitatif, dengan alat analisis metode Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa eWoM berpengaruh positif pada Co Creation. Variabel mediasi PBV dan CBE mampu memediasi hubungan antara EWoM dan CC, Selanjutnya variabel moderasi PC secara positif juga mampu memoderasi hubungan antara EWoM dan CC. Kontribusi dalam penelitian menunjukkan bahwa perusahaan dapat menjadikan anggota komunitas sebagai agen pemasaran sukarela yang mempromosikan produk-produk perusahaan. Kata Kunci : Electronic Word of Mouth, Co creation, Perceived Brand Value; Customer Brand Engagement, Platform Credibility ABSTRACT The aims of this research are (1) To analyze the influence of Electronic word of mouth (eWoM) on Co creation (CC) on the femaledaily.com and sociolla.com platforms. (2) To analyze the influence of Electronic word of mouth (eWoM) on Co creation (CC) which is mediated by perceived brand value (PBV) and customer involvement in the brand (Customer Brand Engagement/CBE), (3) to analyze the influence of Electronic word of mouth (eWoM) on Co creation (CC) which is moderated by Platform Credibility (PC). This research uses a quantitative approach, with the Partial Least Square (PLS) method analysis tool. The research results show that eWoM has a positive effect on Co Creation. The mediating variables PBV and CBE are able to mediate the relationship between EWoM and CC. Furthermore, the PC moderation variable is also positively able to moderate the relationship between EWoM and CC. Contributions in the research show that companies are able to use community members as voluntary marketing agents who promote the company's products. Keywords : Electronic Word of Mouth; Co creation, Perceived Brand Value; Customer Brand Engagement; Platform Credibility

Type: Thesis (S3)
Subjects: H Social Sciences > HB Economic Theory
Depositing User: Ekasari
Date Deposited: 05 Jul 2024 08:03
Last Modified: 05 Jul 2024 08:03
URI: https://repository.unja.ac.id/id/eprint/66589

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