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Interaksi customer identification, value co-creation among consumers, dan competitor brand hate pada konsumen online marketplace di Indonesia
The growth of online marketplace in Indonesia is experiencing a very fast growth where Indonesia's growth in the value of electronic commerce is the highest in the world, reaching 78 percent (MerchantMachine, 2019). The variety of online marketplace brands in Indonesia such as Tokopedia, Shopee, and others make the competition to be very competitive. However, there is a large gap between the market leaders and the others. The author examines how online marketplace brands in Indonesia can build relationships based on social identification with their consumers to encourage value co-creation between consumers and how these relationships can be utilized in competition against competing brands, which can generate profits for the brand, such as customer social influence, experiential hedonic value, and repurchase intention. Respondents of this study are consumers in Indonesia aged at least 17 years who have shopped at online marketplace during December 2020 – May 2021. Data were collected by online survey which obtained 358 respondents, then processed using the PLS-SEM method using SmartPLS. This study found that there is a significant influence between customers on customer-to-customer value co-creation and competitor brand hate, customer-to-customer value co-creation on experiential hedonic value and customer social influence, competitor brand hate on customer social influence and customer repurchase intention, as well as experiential hedonic value to customer social influence and customer repurchase intention..Ada Tabel
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| 13140 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok Program Studi Manajemen Fakultas Ekonomi dan Bisnis UI., 2021 |
|---|---|
| Edisi | - |
| Subjek | Repurchase intention Social influence Creation Online Marketplace Value Co Customer Identification Competitor Brand Hate |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | xv, 138 p. ; diagr. ; 30 cm |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |