Anteseden Nilai Merek Berbasis Kreasi Bersama dalam Perdagangan pada Media Sosial
DOI:
https://doi.org/10.47747/snfmi.v1i.1495Abstract
The use of social media has evolved and adapted through the emergence of the phenomenon of online transactions based on social media, giving rise to commerce on social media. Commerce on social media has also become a new form of e-commerce business model that integrates web and social technologies into commercial features that form an interactive environment for online shopping. This research aims to analyze the influence of consumer interactivity (which consists of consumer-consumer interaction, and consumer-producer interaction), social support and relationship quality in commerce on social media. The research method used is a quantitative research strategy with a survey method and uses a sample of 200 respondents. The sampling method used in this research was nonprobability sampling with purposive type. Data was collected using a questionnaire distributed online. The data analysis method used is simple and multiple regression analysis. The next implication for companies is to develop a strategy to involve consumer interaction (co-creation) so that it can trigger consumers to participate continuously in developing brand value and is in accordance with the main objective of this research. This research can provide an understanding of how customers engage in brand value creation activities in commerce on social media.
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