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Ilham
Universitas Negeri Padang
Humanities Environmental Science Social Sciences

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The effect of perception of value co-creation on customer satisfaction through perceived value and brand equity as moderating factors Ilham; Abror
Marketing Management Studies Vol. 1 No. 2 (2021): Marketing Management Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (698.285 KB) | DOI: 10.24036/jkmp.v1i2.31

Abstract

This study aims to determine the effect of perception of value co-creation on customer satisfaction through perceived value and brand equity as a moderating effect on the promise of coffee consumers. This research was conducted on several customers who have visited and consumed the soul promise coffee. The analytical method used is a structural equation model (SEM). Based on the results of data processing that has been found, the results of hypothesis testing found that perception value co creation has a positive effect Perception value of co creation has a positive effect on customer satisfaction with perceived value as a moderating factor in consuming Kopi Janji Jiwa Padang. In the second hypothesis testing stage it was found that Perception of value co creation had a positive effect on customer satisfaction moderated by brand equity in consuming Kopi Janji Jiwa Padang.
Co-Authors Abror Abror