Impact of Co-Creation Behavior Toward Perceived Value in Context of France Luxury Brands in Indonesia

Tanujaya, Priscille Putri (2020) Impact of Co-Creation Behavior Toward Perceived Value in Context of France Luxury Brands in Indonesia. Bachelor thesis, Universitas Pelita Harapan.

	Text (Title) Title - 2021-01-29T115531.154.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
Preview	Text (Abstract) Abstract_Priscille Putri Tanujaya_01011170110.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (342kB) | Preview
Preview	Text (ToC) ToC.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB) | Preview
	Text (Chapter1) Chapter1.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
	Text (Chapter2) Chapter2.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (4MB)
	Text (Chapter3) Chapter3.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (6MB)
	Text (Chapter4) Chapter4.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (7MB)
	Text (Chapter5) Chapter5.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
Preview	Text (Bibliography) Bibliography.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (2MB) | Preview
	Text (Appendices) Appendices.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (3MB)

Abstract

This study aims to understand the relationship between customer brand co-creation behavior (development, feedback, advocacy, and helping) and perceived brand value (quality, emotional, price, and social). This research uses the context of global luxury brands, specifically French luxury brands (Chanel, Hermes, and Louis Vuitton). This study uses a quantitative research approach where data is collected through an electronic questionnaire Google Forms. This research was conducted in Indonesia and took respondents from main cities (Jabodetabek). The data were analyzed using the outer model and inner model using Smart-PLS 3.2.9. The outer model consists of validity and reliability tests, while the inner model tests the goodness of fit test, Common Method Bias, R-square, Predictive Relevance, T-statistics, and P-value. Furthermore, structural equation modeling is carried out to test the construct relationships within the theoretical framework of this study. The results showed advocacy behavior affect all dimensions of perceived value. Meanwhile, development and helping behavior does not affect perceived quality value but others are. Besides, feedback behavior only affects perceived emotional and social value. Finally this study contributes not only to the international marketing of luxury brand management strategies in emerging markets but increase luxury brands attractiveness by creating value through co-creation behavior as well.

Actions (login required)

View Item