Peran Co-Creation Behavior pada Faktor-Faktor yang Mempengaruhi Brand Experience Produk Donut di Jakarta - Agung Nugroho; Miharni Tjokrosaputro (Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara, 2023)
Penelitian ini bertujuan untuk mengetahui pengaruh Perceived Social Media Marketing Activities (PSMMA) Dan Consumer-Based Brand Equity (CBBE) terhadap Brand Experience (BE) produk bakery di Jakarta dengan Co-Creation Behavior (CCB) sebagai mediasi. Kuesioner penelitian dibuat dengan google form, disebar secara online melalui Whatsapp terhadap 230 responden yang merupakan pelanggan produk donut di Jakarta dengan kriteria responden dalam penelitian ini ialah orang yang pernah membeli produk dan mengikuti minimal satu akun media sosial produk donut yang berbasis di Jakarta. Analisis data dilakukan dengan metode kuantitatif di mana terdapat tujuh hipotesis yang akan diuji dengan cara mengkalkulasi data berskala likert menggunakan PLS-SEM. Pengambilan sampel dilakukan dengan teknik non probability sampling menggunakan metode purposive sampling Metode analisis data yang digunakan adalah PLS-SEM. Hasil penelitian ini menunjukkan bahwa Perceived Social Media Marketing Activities Dan Consumer-Based Brand Equity berpengaruh positif dan signifikan terhadap Brand Experience produk donut di Jakarta dengan Co-Creation Behavior sebagai mediasi. This study aims to determine the effect of Perceived Social Media Marketing Activities (PSMMA) and Consumer-Based Brand Equity (CBBE) on the Brand Experience (BE) of bakery products in Jakarta with Co-Creation Behavior (CCB) as mediation. The research questionnaire was made using the Google form, distributed online via Whatsapp to 230 respondents who were bakery product customers in Jakarta with the respondent criteria in this study being people who had purchased products and followed at least one bakery product social media account based in Jakarta. Data analysis was carried out using a quantitative method in which there were seven hypotheses to be tested by calculating the Likert scale data using PLS-SEM. Sampling was carried out using a non-probability sampling technique using a purposive sampling method. The data analysis method used was PLS-SEM. The results of this study indicate that Perceived Social Media Marketing Activities and Consumer-Based Brand Equity have a positive and significant effect on the Brand Experience of bakery products in Jakarta with Co-Creation Behavior as mediation.