Rahmawati, Fifi Tria and Anni Rahimah, Dr. S.AB., M.AB., Ph.D. (2023) Pengaruh Brand Attributes serta Brand Customer Interaction pada Value Co-Creation (GoTo) terhadap Brand Recommendation dan Brand Commitment (Survei pada Konsumen Pengguna GoTo di Kota Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Pesaing dunia bisnis marketplace dan startup di Indonesia semakin ketat dan kompetitif menjadikan perusahaan membuat strategi baru untuk tetap bertahan. Salah satu strategi yang digunakan Gojek dan Tokopedia yaitu melakukan kolaborasi dengan membentuk layanan GoTo sebagai hasil kolaborasi. Penelitian ini bertujuan untuk menganalisis dan menjelaskan masing-masing pengaruh Brand Attributes serta Brand Customer Interaction pada Value Co-Creation terhadap Brand Recommendation dan Brand Commitment dalam konteks GoTo. Teknik pengambilan sampel yang digunakan yaitu Non-probability sampling. Penelitian ini akan menggunakan sampel penelitian berjumlah 97 responden dengan kriteria populasi pengguna GoTo di Kota Malang, pernah menggunakan GoTo minimal satu kali, responden berusia minimal 17 tahun. Analisis yang digunakan pada penelitian ini yaitu analisis deskriptif dan analisis jalur (path analysis), dan diolah menggunakan analisis statistik Partial Least Square (PLS). Pada penelitian ini akan menunjukkan tiap variabel bahwa; (1) Brand Attributes berpengaruh positif dan signifikan terhadap Value Co-Creation, (2) Brand Customer Interaction berpengaruh positif dan signifikan terhadap Value Co-Creation, (3) Value Co-Creation berpengaruh positif dan signifikan terhadap Brand Recommendation, (4) Value Co-Creation berpengaruh positif dan signifikan terhadap Brand Commitment.
English Abstract
The competitors in the marketplace and startup business world in Indonesia are getting tighter and more competitive, making companies create new strategies to survive. One of the strategies used by Gojek and Tokopedia is to collaborate by forming the GoTo service as a result of the collaboration. This study aims to analyze and explain the respective effects of Brand Attributes and Brand Customer Interaction on Value Co-Creation of Brand Recommendation and Brand Commitment in the context of GoTo. The sampling technique used is non-probability sampling. This study will use a research sample of 97 respondents with the criteria of a population of GoTo users in Malang City, having used GoTo at least once, respondents aged at least 17 years. The analysis used in this research is descriptive analysis and path analysis, and processed using Partial Least Square (PLS) statistical analysis. In this study will show each variable that; (1) Brand Attributes has a positive and significant effect on Value Co-Creation, (2) Brand Customer Interaction has a positive and significant effect on Value Co-Creation, (3) Value Co-Creation has a positive and significant effect on Brand Recommendation, (4) Value Co-Creation has a positive and significant effect on Brand Commitment.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0523030586 |
| Uncontrolled Keywords: | Brand Attributes, Brand Customer Interaction, Value Co-Creation, Brand Recommendation, Brand Commitment. |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Endang Susworini |
| Date Deposited: | 15 Jan 2024 03:25 |
| Last Modified: | 15 Jan 2024 03:25 |
| URI: | http://repository.ub.ac.id/id/eprint/209414 |
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Text (DALAM MASA EMBARGO)
Fifi Tria Rahmawati.pdf Restricted to Registered users only until 31 December 2025. Download (4MB) |
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