<![CDATA[Objective: This study aims to analyze the influence of a disruptive marketing strategy on value co-creation through chain mediation, involving business model innovation and customer engagement, in the context of e-commerce platforms. Research Design & Methods: This study uses a quantitative explanatory design and a survey of active e-commerce users in Indonesia, particularly on platforms like Shopee. Data were collected through a Likert-scale questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test direct and indirect relationships between variables. Findings: The results show that a disruptive marketing strategy has a positive and significant effect on business model innovation, customer engagement, and value co-creation. Furthermore, business model innovation positively affects customer engagement, which in turn significantly affects value co-creation. Mediation analysis confirmed significant chain mediation. Contribution: This research provides theoretical contributions by developing a conceptual framework that integrates disruptive marketing strategy, business model innovation, customer engagement, and value co-creation to explain the value creation process in digital business ecosystems more comprehensively. In addition to strengthening Service-Dominant Logic, this research also expands the Business Model Innovation literature by demonstrating the chain mediation role of business model innovation and customer engagement as a strategic mechanism that connects disruptive marketing strategy with shared value creation. Novelty: The novelty of this research lies in testing a chain mediation model linking disruptive marketing strategy, business model innovation, and customer engagement to explain value co-creation, which is still rarely explored in the empirical literature.]]>
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