Journal of Strategic Marketing and Innovation
Vol. 2 No. 2 (2026): Journal of Strategic Marketing and Innovation

What Really Drives Value Co-Creation? Rethinking Relationship Quality in GoFood’s Sharing Economy Platform

Yahya Abdurrahman Adib (Unknown)
Adnan Kasofi (Unknown)
Osly Usman (Unknown)
Ryna Parlyna (Unknown)



Article Info

Publish Date
01 Apr 2026

Abstract

This research examines how relationship quality influences consumer value co-creation within food delivery sharing economy platforms, with a specific focus on GoFood users from Generation Z at Universitas Negeri Jakarta. It aims to determine the effects of trust, commitment, and satisfaction shape students’ intentions to participate in value co-creation activities. Employing a quantitative survey approach, data from 52 GoFood consumers, which were analyzed through PLS-SEM. Results indicate that commitment has a positive and significant effect on value co-creation intentions, while trust and satisfaction do not show significant direct effects. These results suggest that relational attachment plays a more critical role than evaluative perceptions in motivating co-creation behavior among Generation Z users. The research adds to the literature by highlighting the differentiated roles of relationship quality dimensions in sharing economy platforms and by providing context-specific insights into food delivery services. Practically, the findings imply that platform providers should prioritize strategies that strengthen user commitment to encourage active participation and value co-creation.

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Journal Info

Abbrev

josmi

Publisher

Subject

Economics, Econometrics & Finance

Description

Journal of Strategic Marketing and Innovation (JOSMI) is an international peer-reviewed journal, published since 2025 and registered with E-ISSN 3123-688X. It is published by Asosiasi Transformasi Digital dan Bisnis Indonesia, focusing on the development of marketing science through strategic and ...