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All Journal Jurnal AbdiMas Nusa Mandiri International Journal of Economic Entrepreneurship and Business Management
Asriadi Asriadi
Tadulako University
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Environmental Science Mathematics Physics Social Sciences Other

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My Brand, My Creation: The Mediating Role of Psychological Ownership in the Relationship between Co-Creation and Loyalty: My Brand, My Creation: Peran Mediasi Kepemilikan Psikologis dalam Hubungan antara Co-Creation dan Loyalitas Bustam Bustam; Asriadi Asriadi
International Journal of Economic Entrepreneurship and Business Management Vol. 2 No. 3 (2026): Emerging Technologies, Sustainable Finance, and Future Business Strategies
Publisher : STIE MUJAHIDIN TOLITOLI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65212/21emz258

Abstract

This study aims to examine the mediating role of psychological ownership in the relationship between co-creation and value-driven brand loyalty in digital platform users in Indonesia. Using a causal-correlational quantitative design, data was collected through purposive sampling techniques  from active users of digital platforms who customized features, and then analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results showed that co-creation had a positive and significant effect on brand loyalty (β = 0.230, p < 0.001) and psychological ownership (β = 0.455, p < 0.001). Furthermore, psychological ownership had a positive effect on brand loyalty (β = 0.347, p < 0.001) and was shown to play a complementary role in  the relationship between co-creation and brand loyalty (β = 0.158, p < 0.001). These findings prove that psychological ownership serves as an emotional bridge that converts the cognitive capital and effort of users during co-creation into long-term loyalty that is resistant to price wars, while minimizing the risk of perceived unpaid labor. Digital platform developers are advised to design customization features that provide real control to reinforce the user's sense of belonging.
PELATIHAN DIGITAL MINDSET & TRANSFORMASI USAHA DI ERA 5.0 KEPADA PELAKU USAHA DAN MAHASISWA WIRAUSAHA Rizkiani Iskandar; Mohammad Yunus Kasim; Djayani Nurdin; Vitayanti Fattah; Darman Darman; Pricylia Chintya Dwi Buntuang; Asriadi Asriadi; Ayu Putri Utami; Hesti Evrianti
Jurnal AbdiMas Nusa Mandiri Vol. 8 No. 2 (2026): Periode April 2026
Publisher : LPPM Universitas Nusa Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33480/abdimas.v8i2.7931

Abstract

This community service program aims to strengthen digital mindsets and encourage business transformation in the Society 5.0 era for local business owners and student entrepreneurs in Palu City. The activity was designed as a participatory workshop that integrated the presentation of the Society 5.0 concept (a super-intelligent society that places humans at the center of technology-based innovation) and digital mindset (an adaptive way of thinking that utilizes digital technology as part of a long-term business strategy) with hands-on practice using digital applications for marketing and business management. Evaluation was conducted through pre- and post-tests, satisfaction questionnaires, and observations of 50 participants. The results showed an increase in the average score of understanding digital mindsets from 68,20 to 85,40, with 85% of participants stating that the activity was very beneficial and 75% stating that they were ready to implement business digitalization strategies. Student entrepreneur participants showed faster adaptation to digital applications compared to senior business owners, who still needed further mentoring. These findings indicate that strengthening digital mindsets combined with practical training has the potential to effectively encourage gradual digital-based business transformation and increase entrepreneurial competitiveness in Palu City in the Society 5.0 era.
Co-Authors Ayu Putri Utami Bustam Bustam Darman, Darman Hesti Evrianti Mohammad Yunus Kasim NURDIN, DJAYANI Pricylia Chintya Dwi Buntuang Rizkiani Iskandar Vitayanti Fattah