Analisis Pengaruh Hubungan antara Value Co-creation Terhadap Perilaku Word of Mouth Konsumen Muslim di Indonesia Penggunaan Jasa Telemedicine

Abstract

The main purpose of this study is to test and analyze the influence of direct effect value co-creation on word of mouth. This study also examines the indirect influence of brand experience and brand love, in the relationship of co-creation on word of mouth. This study used 152 Muslim primary data who used telemedicine services in Surabaya and Bandung during Covid-19. The research data was processed which SEM PLS method to test the development of theory Service Dominant Logic in this research model by value co-creation activities. From the test results, it was found that there was only one hypothesis rejected, this hypothesis is the relationship between brand love and word of mouth, meanwhile other hypotheses were accepted significantly. This explains the phenomenon of Indonesian Muslim who use telemedicine services during the pandemic condition, not come from their relationship with brands. Because of the high collinearity data in this study, so the authors expect that the reader must be careful to interpret the results of this study.