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All Journal JURNAL SISTEM INFORMASI BISNIS JURNAL ILMIAH MANAJEMEN & BISNIS EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis MIX : Jurnal Ilmiah Manajemen Benefit: Jurnal Manajemen dan Bisnis Jurnal Ekonomi Pembangunan STIE Muhammadiyah Palopo Journal of Economic, Bussines and Accounting (COSTING) Jurnal Pendidikan Ekonomi (JURKAMI) Performance MABIS: Manajemen dan Bisnis Jurnal Manajerial Value: Jurnal Manajemen dan Akuntansi Jurnal Ilmiah Edunomika (JIE) Management Studies and Entrepreneurship Journal (MSEJ) Cita Ekonomika: Jurnal Ilmu Ekonomi Jurnal Ekonomi Journal of Social Research Media Riset Akuntansi Auditing & Informasi Jurnal Manajemen dan Pemasaran Jasa Asian Journal of Social and Humanities Jurnal Cendekia Ilmiah Jurnal Ekonomi, Bisnis & Entrepreneurship (e-Journal)
Kurniawati .
Universitas Trisakti
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Energy Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Exploring Value Co-Creation as a Driver of Consumer Engagement and Purchase Intention in Influencer Marketing Adnanto Mujiibu Arif Hakeem; Yolanda Masnita; Kurniawati Kurniawati
Jurnal Cita Ekonomika Vol 20 No 1 (2026): Vol 20 No 1 (2026): Cita Ekonomika: Jurnal Ilmu Ekonomi
Publisher : Jurusan Ekonomi Pembangunan, FEB Universitas Pattimura

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51125/citaekonomika.v20i1.25639

Abstract

This study examines the impact of influencers’ value co-creation behavior on consumer engagement and purchase intention through perceptual constructs. Using a between-subject experimental design, 200 Indonesian social media users were exposed to either a co-creation or control video stimulus. The co-creation condition featured influencers providing personal insights and crea-tive usage of a product, while the control showed standard product infor-mation. Results indicate that co-creation content significantly enhances per-ceived product value but does not directly influence other perceptual con-structs or engagement. Mediation analysis found that perceived expertise, favorability, benevolence, and source likeability predict engagement, but are not directly triggered by content type. Engagement itself strongly predicts purchase intention. These findings suggest that while co-creation can improve product perceptions, it is not sufficient alone to drive engagement or purchase decisions. Practical implications highlight the importance of combining co-creation with authenticity and credibility to effectively influence consumer behavior in digital contexts.
Co-Authors Adelard Davista Adnanto Mujiibu Arif Hakeem Adventua Sihaloho Ainul Yaqin Akhmad Miftakhudin Alviana Aslama Anantia Amru Bangkit Adhitama Ananda Karuna Jaya Andhar Lutfi Andra Aditya Andy Agung Agnanto Antania Shinta Yuwono Azura Rizkiatami Benedictus Hutomo Darmawan Cindy Farahita Danthy Margareth Dede Ernawati Dhia Ratuzzahrah Dini Primasari Priadi Duwi Mulyati Elona Sitohang Endang Kurnia Febri Ardani Fraya Anastasia Gesta Lionanda Ginta Ginting Giwa Giwangkara Grade Banirohim Hapizin Yonani Panjaitan Ismail Ismail Janette Anastacia M. W. Joshua Joviando Karijanto Prijo Rahardjo Livia Tamarasari Suhendra Maria Ariesta Utha Maria Ariestha Utha Marilyn Tonapa Martua Parningotan Sihaloho Muhamad Fachreza Muhammad Ilham Supriyanto Muhammad Rusli Nunuk Andriastuti Nurlaila Hidayaty Nurul Yakin Olivia Windy Prameswari Dinda Putri Istiadah Oktafia Sa’roni Ramadhani Fithratullah Renny Risqiyani Ruth Noviyanti S.A Marivan HR Sarah Gabriella Taffania Diva Qurana Veronica Pebriana Simarmata Whinarko . Yoga Budhi Santosa Yolanda Masnita Siagian