THE ROLE OF VALUE CO-CREATION IN MEDIATING THE EFFECT OF SOCIAL MEDIA MARKETING ON PURCHASE INTENTION FOR ENDEK PRODUCTS IN DENPASAR
DOI:
https://doi.org/10.5281/zenodo.21817488Keywords:
Purchase intention, Value co-creation, Social media marketingAbstract
The increasingly intense competition in the textile and apparel industry, coupled with the growing use of social media in marketing activities, requires endek product businesses to enhance consumers' purchase intention. Endek products, as one of Bali's local cultural heritages, face various challenges, including fluctuating sales, the suboptimal utilization of social media marketing, and low consumer engagement in the value co-creation process, all of which affect consumers' purchase intention in Denpasar City. This study aims to analyze the role of value co-creation in mediating the effect of social media marketing on purchase intention for endek products in Denpasar City using a sample of 110 respondents. This research employed a quantitative approach with a purposive sampling method, while data were collected through the online distribution of questionnaires. The data analysis techniques included validity testing, reliability testing, path analysis, classical assumption testing, the Sobel test, and the Variance Accounted For (VAF) test using IBM SPSS Statistics version 27. The findings indicate that social media marketing has a positive and significant effect on both purchase intention and value co-creation. Furthermore, value co-creation also has a positive and significant effect on purchase intention and partially mediates the effect of social media marketing on purchase intention. These findings reinforce the application of the Service-Dominant Logic (SDL) theory. The practical implications of this study suggest that endek product businesses should improve the quality of their social media content and strengthen consumer engagement to enhance purchase intention.
Downloads
References
Al Hazmi, M. Z. A., Muhammad, Y., & Pangestuti, I. R. D. (2024). Building value co-creation, brand loyalty, and brand trust through Social media marketing. Research Horizon, 4(6), 393-408. https://doi.org/10.54518/rh.4.6.2024.434
Alhumud, A. A., & Elshaer, I. A. (2024). Social Commerce and Customer-to-Customer Value co-creation Impact on Sustainable Customer Relationships. Sustainability, 16(10), 4237. https://doi.org/10.3390/su16104237
Alicia, J., Aruan, M., Surbakti, R. P., Putri, Y. A., Nst, M. A. R., Siregar, O. M., & Siregar, A. M. (2024). Peran value co creation dalam consumer engagement pada pengguna shopee di kota medan. Jurnal Ekonomi Dan Bisnis Digital, 1(4), 901-907.
Alnaser, F., Alghizzawi, M., Abualfalayeh, G., Omeish, F., Alharthi, S., & Al Koni, S. R. (2024). The impact of social media marketing activities on purchase intention. International Review of Management and Marketing, 14(6), 288-296. https://doi.org/10.32479/irmm.16849
Angelo, F., Rimadias, S., & Saad, B. (2020). Peran e-WOM sebagai pendorong penciptaan value co-creation dan implikasinya pada purchase intention. Jurnal Manajemen dan Perbankan, 7(1), 40-51.
Astuti, A. T., Nandang, N., & Rahmani, N. N. (2024). Aktivitas pemasaran media sosial untuk keberlanjutan usaha melalui co-creation pada merek fashion Ecinos. Journal of Economic, Management, Accounting and Technology, 7(2), 508-516. https://doi.org/10.32500/jematech.v7i1.7896
Baliprov. (2021, 20 Oktober). Gubernur Koster resmi berlakukan penggunaan pakaian berbahan kain tenun endek Bali setiap hari Selasa. Baliprov.go.id. https://bmc.baliprov.go.id/news/title/gubernur-koster-resmi-berlakukan-penggunaan-pakaian-berbahan-kain-tenun-endek-bali-setiap-hari-selasa
BPS. (2024). PDRB Tahunan Provinsi Bali atas Dasar Harga Berlaku menurut Lapangan Usaha. Badan Pusat Statistik Provinsi Bali.
BPS. (2024). Presentase Penduduk Usia 5 Tahun ke Atas yang Mengakses Teknologi Informasi dan Komunikasi (TIK). Badan Pusat Statistik Provinsi Bali.
Bu, Y., Parkinson, J., & Thaichon, P. (2022). Influencer marketing: Homophily, customer value co-creation behaviour and purchase intention. Journal of Retailing and Consumer Services, 66, 102904. https://doi.org/10.1016/j.jretconser.2021.102904
Chan, B., Purwanto, E., & Hendratono, T. (2020). Social media marketing , perceived service quality, consumer trust and online purchase intention s. Technology Reports of Kansai University, 62(10), 6265-6272.
Charles, G., & Kanani, R. (2025). Antecedents of social commerce purchase intention: Evidence from Tanzanian social media users. Cogent Business & Management, 12(1), 2447409. https://doi.org/10.1080/23311975.2024.2447409
Chetioui, Y., Benlafqih, H., & Lebdaoui, H. (2020). How fashion influencers contribute to consumers' purchase intention. Journal of Fashion Marketing and Management, 24(3), 361-380. https://doi.org/10.1108/JFMM-08-2019-0157
Cheung, M. F., & To, W. M. (2021). Effect of customer involvement on co-creation of services: A moderated mediation model. Journal of Retailing and Consumer Services, 63, 102660. https://doi.org/10.1016/j.jretconser.2021.102660
Dinas Perindustrian dan Perdagangan Kota Denpasar. (2025). Industri tekstil dan pakaian jadi di Kota Denpasar (2020-2024).
Ghozali, Imam. (2018). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 25. Semarang: Badan Penerbit Universitas Diponegoro
Hanif, A. L. (2025). Pengaruh social media marketing terhadap purchase intention melalui consumer brand engagement: Survei pada perusahaan GoFood Indonesia. Jurnal Manajemen dan Ekonomi Kreatif, 3(1), 41-55. https://doi.org/10.59024/jumek.v3i1.511
Hidayati, F. N., & Priyono, B. (2024). Pengaruh Social media marketing , Influencer Marketing dan Word Of Mouth (WOM) Terhadap Minat Beli pada UMKM Sprouts Farms. Journal of Business Administration Economics & Entrepreneurship, 35-42.
Hussain, A., Ting, D. H., & Mazhar, M. (2022). Driving consumer value co-creation and purchase intention by social media advertising value. Frontiers in Psychology, 13, 800206. https://doi.org/10.3389/fpsyg.2022.800206
Huyen, N. T., Nguyen, M. N., & Cao, A. T. (2024). The effect of social media marketing activities dimensions on value co-creation behavior: An application of the commitment-trust theory. Innovative Marketing, 20(3), 56-68. http://dx.doi.org/10.21511/im.20(3).2024.05
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
Li, H. (2024). Factors influencing consumers' co-creation value and purchase intention of the virtual brand community in Guangdong, China. Scholar, 16(3), 238-250.
Nasution, R. A., Fauzi, A., & Lubis, A. N. (2023). The effect of customer co-creation and customer experience on electronic word of mouth (eWOM) through customer satisfaction on Sharia Indonesian Bank in Medan City. International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration, 3(1), 296-309.
Oktaviani, M., Febrilia, I., & Rahmi, R. (2025). Pengaruh social media marketing terhadap purchase intention dengan brand image sebagai variabel intervening: Studi kasus pada konsumen kopi di Jabodetabek. Digital Bisnis: Jurnal Publikasi Ilmu Manajemen dan E-Commerce, 4(1), 403-420. https://doi.org/10.30640/digital.v4i1.3985
Pradnyani, N., Widagda, I., & Giantari, I. (2024). ANALISIS PERAN PENGARUH CUSTOMER ENGAGEMENT MEMEDIASI CONTENT MARKETING TERHADAP PURCHASE INTENTION . E-Jurnal Manajemen, 13(8), 1333 - 1356. https://doi.org/10.24843/EJMUNUD.2024.v13.i08.p06
Rahaman, M. A., Hassan, H. K., Asheq, A. A., & Islam, K. A. (2022). The interplay between eWOM information and purchase intention on social media: Through the lens of IAM and TAM theory. PLoS ONE, 17(9), e0272926. https://doi.org/10.1371/journal.pone.0272926
Respati, A. R., & Ika, A. (2025, 17 Maret). Kemenperin klaim industri tekstil Indonesia tumbuh positif pada 2025, ini data-datanya. Kompas.com. https://money.kompas.com/read/2025/03/17/131821626/kemenperin-klaim-industri-tekstil-indonesia-tumbuh-positif-pada-2025-ini-data
Sholihin, M. & Ratmono, D. (2013). Analisis sem-pls dengan warp pls 3.0. Yogyakarta: CV Andi Offset
Solakis, K., Pena-Vinces, J., & Lopez-Bonilla, J. M. (2022). Value co-creation and perceived value: A customer perspective in the hospitality context. European Research on Management and Business Economics, 28(1), 100175. https://doi.org/10.1016/j.iedeen.2021.100175
Sugiyono. (2019). Metode penelitian kuantitatif, kualitatif dan R&D. Alfabeta.
Sun, C. W., Obrenovic, B., & Li, H. T. (2022). Influence of virtual CSR co-creation on the purchase intention of green products under the heterogeneity of experience value. Sustainability, 14(20), 13617.
Syah, T. Y. R., & Olivia, D. (2022). Enhancing patronage intention on online fashion industry in Indonesia: The role of value co-creation, brand image, and e-service quality. Cogent Business & Management, 9(1), 2065790.
Tilaar, K., Mulyana, A., Komaladewi, R., & Saefullah, K. (2023). Purchase intention model based on storytelling, product innovation, value co-creation, and empowerment of farmers in Indonesian natural cosmetic products. Journal of Law and Sustainable Development, 11(6), e1087.
Tito, A. R. Z., Purba, A. R., Putri, A., Zienri, L. N., Fahlevi, T. M. R., Siregar, O. M., & Siregar, A. M. (2024). Nilai co-creation dan social media marketing terhadap peningkatan customer relationship (Studi pada Hidden Place Medan). Warta Dharmawangsa, 18(3), 729-750.
Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1), 1-17.
Widiasuari, R. I. A. P., Kusuma, D. N. I., & Adiningrat, A. I. N. G. P. (2023). Social media marketing strategy in determining value co-creation and repurchase intention among endek woven fabric consumers in Denpasar City. International Journal of Technology, 10(76), 14-21. https://doi.org/10.18551/econeurasia.2023-10
Winarno, K. O., & Indrawati, I. (2022). Impact of social media marketing and electronic word of mouth (e-WOM) on purchase intention. Jurnal Aplikasi Manajemen, 20(3), 668-683. https://doi.org/10.21776/ub.jam.2022.020.03.15
Zaenal, F. R., & Latief, F. (2025). Social Media Content Marketing and Purchase intention: An Analysis of the Mediating Role of Tourists’ Emotional Engagement in MSME Products. Jurnal Economic Resource, 9(1), 59-67. https://doi.org/10.57178/jer.v9i1.1970
Zeqiri, J., Koku, P. S., Dobre, C., Milovan, A. M., Hasani, V. V., & Paientko, T. (2024). The impact of Social media marketing on brand awareness, brand engagement and purchase intention in emerging economies. Marketing Intelligence & Planning, 43(1), 28-49. https://doi.org/10.1108/MIP-06-2023-0248
Zollo, L., Filieri, R., Rialti, R., & Yoon, S. (2020). Unpacking the relationship between Social media marketing and brand equity: The mediating role of consumers’ benefits and experience. Journal of Business research, 117, 256-267. https://doi.org/10.1016/j.jbusres.2020.05.001
