Pengaruh Value Co-creation McD terhadap Word of Mouth dimediasi oleh Brand Experience

Rena Wijayanti Hoyaranda(1*),


(1) 
(*) Corresponding Author

Abstract


Penelitian ini dilakukan untuk mengetahui pengaruh Value Co-creation McDonald’s terhadap Word of Mouth dengan mediasi Brand Experience. Pengambilan data dilakukan pada tanggal 6 November 2023 hingga 15 November 2023 kepada konsumen McD yang sudah pernah mencoba minimal satu kali kolaborasi yang dilakukan McD dengan figur pilihan. Pengumpulan data menggunakan media Google Form dengan link (Petra.id/SurveyMcDonalds) dan mendapatkan hasil sebanyak 157 responden. Variabel yang diteliti terdiri dari Value Co-creation yang diukur dengan 7 Indikator, Brand Experience yang diukur dengan 14 indikator, Word of Mouth yang diukur menggunakan 8 indikator. Hasil penelitian menunjukkan bahwa tidak terdapat pengaruh langsung dari Value Co-creation terhadap Word of Mouth, namun terdapat pengaruh tidak langsung antara Value Co-creation dan Word of Mouth melalui mediasi Brand Experience. Hasil pengujian pengaruh tidak langsung dari Brand Experience menunjukkan bahwa terdapat mediasi penuh atau sempurna.

Keywords


Value Co-creation, Brand Experience, Word of Mouth

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