Dampak Co-Creation pada Pemasaran Produk Pangan Online Terhadap Loyalitas dengan Mediasi Kepuasan pada Pelanggan Sayurbox
DOI:
https://doi.org/10.35326/agribisnis.v6i1.2307Keywords:
Co-Creation, Loyalitas Pelanggan, Kepuasan Pelanggan, Pemasaran OnlineAbstract
Penelitian ini bertujuan untuk mengetahui dampak co-creation terhadap loyalitas pelanggan melalui variabel mediasi kepuasan pelanggan dengan mengambil sample pelanggan Syaurbox. Co-creation merupakan sebuah teori interaksi yang memungkinkan pelanggan untuk menjadi bagian dari rantai nilai perusahaan. Pengumpulan data dilakukan melalui survey online dengan teknik purposive sampling terhadap 194 responden dengan kriteria pelanggan Sayurbox yang telah melakukan pembelian lebih dari satu kali, pengguna aktif sosial media dan mem-follow Instagram Sayurbox. Analisis data dilakukan dengan metode statistik model regresi linier berganda menggunakan SPSS serta uji Sobel untuk menganalisa pengaruh variabel mediasi. Hasil menunjukkan bahwa co-creation berpengaruh signfiikan dan positif terhadap kepuasan, dimana kepuasan memediasi dampak antara co-creation dan loyalitas. Hasil penelitian ini merekomendasikan dan implikasi dari dua temuan penting berkaitan dengan kinerja produk dan layanan untuk meningkatkan co-creation serta saluran interaktif untuk membangun co-creation antara perusahaan dengan konsumen
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