Perilaku Penciptaan Nilai Bersama Konsumen terhadap Keputusan Pembelian pada Kedai Kopi SK Coffee Lab Kota Kediri.

Laela Ningtyas, Nur and Dr. Riyanti Isaskar,, SP., M, Si and Septian Maulana Purnama,, SP., MP., MBA (2023) Perilaku Penciptaan Nilai Bersama Konsumen terhadap Keputusan Pembelian pada Kedai Kopi SK Coffee Lab Kota Kediri. Sarjana thesis, Universitas Brawijaya.

Abstract

Peningkatan pengguna media sosial menunjukkan bahwa dalam menggunakan internet seseorang lebih sering menghabiskan waktunya untuk mengakses media sosial. Media sosial mengubah perilaku konsumen dengan memberikan cara baru bagi konsumen untuk menemukan, menilai, serta memilih barang dan jasa yang sesuai dengan kebutuhan mereka. Sehingga, pemasaran melalui media sosial menjadi strategi yang sering digunakan oleh para pengusaha coffee shop untuk memperluas jangkauan konsumen. Media sosial menyediakan fasilitas yang memungkinkan terjadinya interaksi baik antar pelanggan maupun antara perusahaan dengan konsumen. Interaksi di media sosial bersifat transparan dan terbuka untuk diakses oleh publik, sehingga dapat mempengaruhi pengalaman konsumen dan pada akhirnya melibatkan konsumen dalam proses penciptaan nilai (value co-creation) yang saling menguntungkan. Walaupun demikian, pemasaran melalui media sosial bukanlah hal yang mudah. Hal ini dikarenakan pada media sosial terdapat keterlibatan konsumen dalam merepost ulang konten, berbincang pada laman komentar, hingga memberikan penilaian terhadap suatu perusahaan. penciptaan nilai bersama (value co-creation) yang ada di media sosial dipengaruhi oleh electronic word of mouth antar konsumen, dimana penciptaan nilai ini mampu mempengaruhi niat pembelian konsumen. Penelitian ini bertujuan untuk (1) mendeskripsikan pengaruh consumer value cocreation behavior terhadap niat pembelian dan keputusan pembelian di SK Coffee Lab, (2) Mengidentifikasi peran e-WOM terhadap hubungan antara consumer value co-creation behavior dan purchase intention, serta (3) Mengidentifikasi peran WOM (word of mouth) terhadap hubungan antara consumer value co-creation behavior dan purchase intention. Penelitian ini menggunakan pendekatan kuantitatif. Penentuan sampel pada penelitian ini menggunakan teknik non probability. yaitu purposive sampling. Sampel pada penelitian ini adalah konsumen SK Coffee Lab dengan kriteria pernah melakukan pembelian di SK Coffee Lab. Sampel yang digunakan sebanyak 96 responden yang ditentukan dengan rumus Lemeshow. Teknik analisis data pada penelitian ini menggunakan analisis SEM– PLS (structural equation model – partial least squares) dengan aplikasi Warppls 7.0. Berdasarkan penelitian yang telah dilakukan diketahui bahwa (1) Consumer value co-creation behavior berpengaruh terhadap purchase intention baik dari sisi consumer citizenship behavior maupun dari sisi consumer participation behavior. (2) e-WOM yang diterima oleh konsumen memperlemah hubungan consumer participation behavior terhadap purchase intention. (3) WOM yang diterima konsumen melalui keluarga, teman, sahabat, dan komunitas memperkuat hubungan consumer participation behavior terhadap purchase intention. Akan tetapi baik e-WOM maupun WOM tidak memiliki pengaruh terhadap hubungan antara consumer citizenship behavior dan purchase intention.

English Abstract

The increase in social media users shows that in using the internet a person spends more time accessing social media. Social media is changing consumer behavior by providing new ways for consumers to find, assess, and select goods and services that suit their needs. Thus, marketing through social media is a strategy often used by coffee shop entrepreneurs to expand consumer reach. Social media provides facilities that allow interaction both between customers and between companies and consumers. Interactions on social media are transparent and open to be accessed by the public, which can influence consumer experience and ultimately involve consumers in a mutually beneficial value cocreation process. However, marketing through social media is not easy. This is because on social media there is consumer involvement in reposting content, chatting on the comments page, and providing an assessment of a company. value co-creation on social media is influenced by electronic word of mouth between consumers, where this value creation can influence consumer purchasing intentions. This study aims to (1) describe the effect of consumer value co-creation behavior on purchase intention and purchase decision, (2) to identify the role of e-WOM on the relationship between consumer value co-creation behavior and purchase intention, (3) identify the role of WOM (word of mouth) on the relationship between consumer value cocreation behavior, and purchase intention. This research uses a quantitative approach. Determination of the sample in this study using non-probability techniques, namely purposive sampling. The sample in this study were SK Coffee Lab consumers with the criteria of having made a purchase at SK Coffee Lab. The sample used was 96 respondents determined by the Lemeshow formula. The data analysis in this study uses SEM-PLS (Structural Equation Model-Partial Least Squares) analysis with the Warppls 7.0 application. Based on the research that has been conducted, it is known that (1) Consumer value co-creation behavior affects purchase intention both in terms of consumer citizenship behavior and in terms of consumer participation behavior. (2) e-WOM received by consumers weakens the relationship between consumer participation behavior and purchase intention. (3) WOM received by consumers through family, friends, friends, and the community strengthens the relationship between consumer participation behavior and purchase intention. However, neither e-WOM nor WOM has an influence on the relationship between consumer citizenship behavior and purchase intention.

Item Type:	Thesis (Sarjana)
Identification Number:	052304
Divisions:	Fakultas Pertanian > Sosial Ekonomi Pertanian
Depositing User:	Unnamed user with username ismiatun
Date Deposited:	12 Jan 2024 08:07
Last Modified:	12 Jan 2024 08:07
URI:	http://repository.ub.ac.id/id/eprint/209460

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