Anteseden Niat Ko-kreasi dengan Mediasi Kualitas Hubungan
DOI:
https://doi.org/10.58812/jmws.v3i11.1692Kata Kunci:
Niat Kokreasi Brand Value, Kualitas Hubungan, Dukungan Sosial, Interaksi PelangganAbstrak
Aktivitas di mana pelanggan tidak lagi menjadi tujuan penjualan, tetapi melibatkan pelanggan dalam menciptakan nilai bersama atau kokreasi antara perusahaan dan pelanggan merupakan pemahaman dalam menciptakan nilai merek. Ekuitas merek dapat berbentuk konsensus, desain ulang dan pengembangan produk baru. Proses kokreasi dapat menciptakan nilai di mana pelanggan menjadi rekan pencipta nilai yang baik. Hal tersebut menyiratkan bahwa nilai merek dapat diciptakan bersama oleh interaksi antara pelanggan dan pelanggan. Niat kokreasi ini dapat dibentuk oleh tiga faktor, yaitu: (1) kualitas hubungan (2) dukungan sosial (3) dan interaksi pelanggan. Penelitian dilakukan dengan desain survey dan teknik penyampelan purposive. Sampel berukuran 208 responden dianalisis menggunakan model persamaan struktural (SEM). Penguraian seluruh proses pendalaman berhasil mengonfirmasi bahwa kualitas hubungan berpengaruh signifikan terhadap niat kokreasi brand value, dukungan sosial berpengaruh signifikan terhadap niat kokreasi niat kokreasi brand value, dukungan sosial berpengaruh signifikan terhadap kualitas hubungan, interaksi pelanggan berpengaruh signifikan terhadap dukungan sosial. Model niat kokreasi ini diharapkan menjadi masukan strategik bagi inovasi produk dan keberlanjutan merek di masa datang.
Kata Kunci: Niat kokreasi brand value, Kualitas hubungan, Dukungan social, Interaksi pelanggan.
Referensi
Abdurahman, M., & Sambas, A.M. 2017. Analisis Korelasi, Regresi, dan Jalur Dalam Penelitian. Pp.30. Bandung: CV Pustaka Setia.
Bautista, R., Dui, R., Jeong, L. S., & Paredes, M. P. (2020). Does altruism affect purchase intent of green products? A moderated mediation analysis. Asia-Pacific Social Science Review. Vol.20, No.1, pp. 159-170, https://doi.org/10.59588/2350-8329.1290
Bazi, S., Hajli, A., Hajli, N., Shanmugam, M., & Lin, X. (2019). Winning engaged consumers: The rules of brand engagement and intention of co-creation in social commerce. Information Technology & People. Vol. 33, No. 2, pp. 456-476, https://doi.org/10.1108/ITP-09-2018-0415.
Black, I. and Veloutsou, C. (2017). Working consumers: co-creation of brand identity, consumer identity and brand community identity. Journal of Business Research. Vol. 70, pp. 416-429, https://doi.org/10.1016/j.jbusres.2016.07.012.
Buonincontri, P., Morvillo, A., Okumus, F., & van Niekerk, M. (2017). Managing the experience co-creation process in tourism destinations: Empirical findings from Naples. Tourism Management, Vol.62, pp. 264– 277, https://doi.org/10.1016/j.tourman.2017.0 4.014.
Carlson, J., De Vries, N., Rahman, M., & Taylor, A. (2017). Go with the flow: Engineering flow experiences for customer engagement value creation in branded social media environments. Journal of Brand Management. Vol.24, No.4, pp.334–348, https://doi.org/ 10.1057/s41262-017-0054-4.
Chen, J., & Shen, X.-L. (2015). Consumers’ decision in social commerce context: An empirical; investigation. Decision Support Systems. Vol.79, pp. 55-64, https://doi.org/10.1016/j.dss.2015.07.012.
Cohen, S., & Lakey, B. (2000). Social Support Theory and Measurement. In S. Cohen, L. G. Underwood, & B. H. Gottlieb, Social Support Measurement and Intervention: a guide for health and social scientists (pp. 29-46). New York: Oxford University Press.
Elsharnouby, T. H., & Mahrous, A. A. (2015). Customer participation in online co-creation experience: the role of e-service quality. Journal of Research in Interactive Marketing. Vol.9, No.4, pp.313-336, https://doi.org/10.1108/JRIM-06-2014-0038.
Fournier, S. (1998), Consumers and their brands: developing relationship theory in consumer research. Journal of Consumer Research. Vol. 24, No. 4, pp. 343-373, https://doi.org/10.1086/209515.
Gottlieb, B.H., Bergen, A.E., (2010). Social support concepts and measures. J. Psychosom. Res. Vol.69, No.5, pp. 511–520, https://doi.org/10.1016/j.jpsychores.2009.10.001.
Hajli, M.N. (2014). The role of social support on relation quality and social commerce. Technology Forecasting & Social Change. Vol. 87, pp. 17-27, https://doi.org/10.1016/j.techfore.2014.05.012.
Hajli, M.N., Sims, J., Zadeh, A. H., & Richard, M. O. (2017). A social commerce investigation of the role of trust in a social networking site on purchase intentions. Journal of Business Research. Vol.71, pp.133-14, https://doi.org/10.1016/j.jbusres.2016.10.004.
Harkison, T. (2018). The use of co-creation within the luxury accommodation experience – myth or reality?. International Journal of Hospitality Management. Vol. 71, pp.11–18, https://doi.org/10.1016/j.ijhm.2017.11.00 6.
Hennig-Thurau, T., & Klee, A. (1997). The impact of customer satisfaction and relationship quality on customer retention: A critical reassessment and model development. Psychology & Marketing. Vol.14, No.8, pp.737–764, https://doi.org/ 10.1002/()1520-6793.
Hennig-Thurau, T., Gwinner, K. P., and Gremler, D. D. (2002). Understanding relationship marketing outcomes an integration of relational benefits and relationship quality. Journal of Service Research. Vol.4, No.3, pp.230-247, https://doi.org/10.1177/1094670502004003006.
Liang, T.-P., Ho, Y.-T., Li, Y.-W. and Turban, E. (2011), What drives social commerce: the role of social support and relationship quality. International Journal of Electronic Commerce. Vol. 16 No. 2, pp. 69-90, https://doi.org/10.2753/JEC1086-4415160204.
Lu, W. and Wang, J. (2017), The influence of conflict management styles on relationship quality: the moderating effect of the level of task conflict. International Journal of Project Management. Vol.35, No.8, pp.1483-1494, https://doi.org/10.1016/j.ijproman.2017.08.012.
Mina Tajvidi, Marie-Odile Richard, YiChuan Wang, Nick Hajli. (2020). Brand co-creation through social commerce information sharing: The role of social media. Journal of Business Research. Vol.121, pp.476-486, https://doi.org/10.1016/j.jbusres.2018.06.008.
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing. Vol.58, No.3, 20-38, https://doi.org/10.1177/002224299405800302.
Naylor, R.W., Lamberton, C.P., West, P.M., (2012). Beyond the “like” button: the impact of mere virtual presence on brand evaluations and purchase intentions in social media settings. Journal of Marketing. Vol.76, No.6, pp.105–120, https://doi.org/10.1509/jm.11.0105.
Pacauskas, D., Rajala, R., Westerlund, M., & M¨ antymaki, ¨ M. (2018). Harnessing user innovation for social media marketing: Case study of a crowdsourced hamburger. International Journal of Information Management. Vol.43, pp.319–327, https://doi.org/ 10.1016/j.ijinfomgt.2018.08.012.
Payne, A. and Frow, P. (2017), Relationship marketing: looking backwards towards the future. Journal of Services Marketing. Vol. 31, No. 1, pp. 11-15, https://doi.org/10.1108/JSM-11-2016-0380.
Pentina, I., Gammoh, B. S., Zhang, L., and Mallin, M. (2013). Drivers and outcomes of brand relationship quality in the context of online social networks. International Journal of Electronic Commerce. Vol.17, No.3, pp.63-86, https://doi.org/10.2753/JEC1086-4415170303.
Quita, Agnes Gracia., & Nugroho, S. S. (2019). The effect of online service quality and consumers’ motivation on willingness to participate in co-creation activities. Business strategy journal. Vol.23, No.2, pp.113-126, https://doi.org/10.20885/jsb.vol23.iss2.art4.
Ramaswamy, V., & Ozcan, K. (2016). Creation of co-branded value in a digital world: An integrative framework and research implications. International Journal of Marketing Research. Vo.33, No.1, pp.93–106, https://doi.org/10.1016/j.ijresmar.2015.07.001.
Roberts, D., Hughes, M., and Kertbo, K. (2014). Exploring consumers' motivations to engage in innovation through co-creation activities. European Journal of Marketing. Vol.48, No.1/2, pp.147-169, https://doi.org/10.1108/EJM-12-2010-0637.
Saenger, C., Thomas, V. L., and Johnson, J. W. (2013). Consumption‐Focused Self‐Expression Word of Mouth: A New Scale and Its Role in Consumer Research. Psychology and Marketing. Vol.30, No.11, pp.959-970, https://doi.org/10.1002/mar.20659.
Schau, H. J., Muñiz Jr, A. M., and Arnould, E. J. (2009). How brand community practices create value. Journal of Marketing. Vol.73, No.5, pp.30-51, https://doi.org/10.1509/jmkg.73.5.30.
Sheth, J. (2017), Revitalizing relationship marketing. Journal of Services Marketing. Vol.31, No.1, pp. 6-10, https://doi.org/10.1108/JSM-11-2016-0397
Sorensen, F., & Jensen, J. F. (2015). Value creation and knowledge development in tourism experience encounters. Tourism Management. Vol.46, pp.336–346, https://doi.org/10.1016/j.tourman.2014.0 7.009.
Steuer, J. (1992). Defining virtual reality: Dimensions determining telepresence. Journal of Communication. Vol.42, No.4, pp.73-93, https://doi.org/10.1111/j.1460-2466.1992.tb00812.x.
Sugathan, P., & Ranjan, K. R. (2019). Co creating the tourism experience. Journal of Business Research. Vol.100, No.4, pp.207– 217, https://doi.org/10.1016/j.jbusres.2019.03. 032.
Sugiyono. (2017). Metode penelitian kuantitatif, kualitatif, dan r & d. Bandung: Alfabeta.
Tajvidi, M., Richard, M.-O., Wang, Y., & Hajli, N. (2018). Brand co-creation through social commerce information sharing: The role of social media. Journal of Business Research. Vol.112, No.12, pp.476-486, https://doi.org/10.1016/j.jbusres.2018.06.008.
Tajvidi, M., Wang, Y., Hajli, N., & Love, P. E. (2017). Brand value Co-creation in social commerce: The role of interactivity, social support, and relationship quality. Computers in Human Behavior. Vol.115, No.2, https://doi.org/10.1016/j.chb.2017.11.006.
Taylor, S. E., Sherman, D. K., Kim, H. S., Jarcho, J., Takagi, K., & Dunagan, M. S. (2004). Culture and social support: who seeks it and why?. Journal of Personality and Social Psychology. Vol.87, No.3, pp.354-362, DOI: 10.1037/0022-3514.87.3.354.
Vallaster, C. and von Wallpach, S. (2013), An online discursive inquiry into the social dynamics of multi-stakeholder brand meaning co-creation. Journal of Business Research, Vol.66, No. 9, pp. 1505-1515, available at: http://dx.doi.org/10.1016/j.jbusres.2012.09.012.
Vargo, S. L., & Lusch, R. F. (2008). Service-dominant logic: continuing the evolution. Journal of the Academy of marketing Science. Vol.36, No.1, pp.1-10, https://doi.org/10.1007/s11747-007-0069-6.
Vargo, S.L., Maglio, P.P., Akaka, M.A., 2008. On value and value co-creation: a service systems and service logic perspective. European Management Journal. Vol.26, No.3, pp.145–152, https://doi.org/10.1016/j.emj.2008.04.003.
Wang, Y., & Hajli, M. N. (2014). Co-Creation in Branding through Social Commerce: The Role of Social Support, Relationship Quality and Privacy Concerns. Twentieth Americas Conference on Information Systems, Savannah. Pp.1-16, https://ssrn.com/abstract=2449127.
Yadav, R., & Pathak, G. S. (2017). Determinants of consumers’ green purchase behavior in a developing nation: Applying and extending the theory of planned behavior. Ecological Economics. Vol.134, No.4, pp.114-122, https://doi.org/10.1016/j.ecolecon.2016.12.019.
Unduhan
Diterbitkan
Cara Mengutip
Terbitan
Bagian
Lisensi
Hak Cipta (c) 2024 Ahmad Nasirrudin Nur Aziz, Waluyo Budi Atmoko, Ariefah Yulandari
Artikel ini berlisensiCreative Commons Attribution-ShareAlike 4.0 International License.
Facebook 
Instagram 
Twitter 
Youtube 
+62 821 1557 5700
westscience.journals@gmail.com