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Customer Brand Value Co-Creation Behavior Process on Console Game
Abstrak (Bhs. Indonesia)
Tujuan dari penelitian ini adalah untuk mengetahui dan menganalisis proses co-creation nilai merek pelanggan dari pengaruh customer-brand engagement dan kepribadian merek terhadap co-creation nilai merek pelanggan yang dimediasi oleh komunitas merek. Sampel dalam penelitian ini terdapat 110 responden yang merupakan konsumen di komunitas offline, komunitas online, atau pengguna akhir dari tiga merek game konsol di Purwokerto dan beberapa lokasi di Indonesia. Merek konsol game dalam penelitian ini adalah Sony's PlayStation, Microsoft's Xbox, dan Nintendo. Metode Convenience sampling digunakan dalam penentuan sampel penelitian ini. Analisis data menggunakan Structural Equational Modeling (SEM) dengan software statistik SPSS dan AMOS. Hasil penelitian ini menunjukkan bahwa, (1) Customer-brand engagement tidak berpengaruh terhadap perilaku co-creation nilai merek pelanggan. (2) Keterlibatan merek pelanggan memiliki efek positif pada komunitas merek. (3) Komunitas merek memediasi pengaruh customer-brand engagement terhadap perilaku customer brand co-creation. (4) Kepribadian merek berpengaruh positif terhadap perilaku co-creation nilai merek pelanggan. (5) Kepribadian merek berpengaruh positif terhadap komunitas merek. (6) Komunitas merek tidak berpengaruh dalam memediasi kepribadian merek terhadap perilaku kreasi nilai merek pelanggan. (7) Komunitas merek berpengaruh positif terhadap perilaku kreasi bersama nilai merek pelanggan.
Abtrak (Bhs. Inggris)
The purpose of this research is to know and analyze the process of customer brand value co-creation behavior from the effect of customer-brand engagement and brand personality towards customer brand value co-creation which mediated by brand community. The sample in this study there are 110 respondents who are consumers in the offline community, online community, or end users of three consoles game brands in Purwokerto and several location in Indonesia. Consoles game brands in this study are Sony’s PlayStation, Microsoft’s Xbox, and Nintendo. Convenience sampling method is used in the determination of this research sample. Data were analyzed using Structural Equational Modeling (SEM) with SPSS and AMOS statistical software. The results of this study show that, (1) Customer-brand engagement has no effect on customer brand value co-creation behavior. (2) Customer-brand engagement has a positive effect on the brand community. (3) Brand community mediated the effect of customer-brand engagement toward customer brand co-creation behavior. (4) Brand personality has a positive effect on customer brand value co-creation behavior. (5) Brand personality has a positive effect on the brand community. (6) Brand community has no effect on mediating brand personality toward customer brand value co-creation behavior. (7) Brand community has a positive effect on customer brand value co-creation behavior.
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