The Influence of Online Community Experience on Brand Image and Brand Engagement in the Formation of Value Co-Creation: Study at Go-Jek Community in Manado

摘要

Changes in the era of globalization marked by the rapid development of the digital world through the utilization of information technology which then bring the community on interactive and participatory lifestyle and behavior trends, connected to each other to form a network called online community. The phenomenon of the online community brings marketing to a growing model where consumer consumption preferences are influenced by users' perceptions through shared experiences within the online community. Brand builds based on people's perceptions, the better a brand for customers the stronger the brand image. Strong brand image will create engagement between customers with the company. Brands that engage with the community will be easier to collaborate then innovate to create new values. The purpose of this study is to analyze the influence of online community experience on brand image and brand engagement in the formation of value co-creation. The research approach used quantitative method with Structural Equation Model (SEM) analysis tool. The sample used in this research is the customer who joined the Go-Jek Manado online community as much as 200 samples, using non-probability sampling with online survey data collected. From this research is known the existence of online community experience relationship through brand image and brand engagement to value co-creation. The implications of this research can provide a deep understanding of online community experience, brand image, brand engagement and value co-creation through studies online communities in Manado.