Dampak inovasi terhadap customer value co-creation behavior yang dimediasi customer engagement

Rahayu Rahayu

Abstract


Jenis studi ini merupakan  explanatory research menggunakan pendekatan  kuantitatif. Perolehan sampel menggunakan teknik purposive sampling. Survei dilakukan secara online dengan google form yang disebar dimedia sosial dan diperoleh 226 responden yang merupakan pelanggan produk “batik tulis “ yang diproduksi oleh pengusaha kecil menegah di Jawa Timur. pengujian hipotesis menggunakan SEM SmartPLS. Ada enam hipotesis yang diajukan dalam studi ini, keenam hipotesis tersebut menunjukkan hubungan yang positip dan semua diterima.  Variabel customer engagement (CE) memediasi pengaruh antara innovativeness dan customer value co-creation behavior (CVCB). Innovativeness yang melibatkan pelanggan akan mampu menciptakan produk/jasa yang mendekati selera konsumen karena adanya refleksi dari pengalaman konsumen


Keywords


Inovasi; customer engagement; customer value co-creation behavior; batik tulis

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DOI: https://doi.org/10.30872/jinv.v19i1.12471

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