A SYSTEMATIC REVIEW: URGENSI VALUE CO-CREATION DAN RELASINYA DENGAN PEMASARAN DIGITAL
Keywords:
value co-creation, digital marketing, customer engagement
Abstract
Penelitian ini bertujuan untuk menganalisis artikel-artikel terkait konsep value co-creation dan hubungannya dengan pemasaran digital yang diterbitkan antara tahun 2020 hingga 2024. Metode yang digunakan adalah analisis literatur terhadap artikel yang terindeks dalam Sinta dan jurnal internasional bereputasi, serta proceeding yang diperoleh melalui Google Scholar. Artikel-artikel tersebut dipilih berdasarkan relevansinya dengan topik penelitian, yaitu dampak value co-creation terhadap pemasaran digital. Hasil penelitian menunjukkan bahwa value co-creation memiliki dampak signifikan terhadap engagement dan loyalitas pelanggan, dengan berbagai aplikasi dalam pemasaran digital seperti gamifikasi, pemasaran influencer, dan platform digital. Artikel oleh Yen dkk. (2020) dan Merhabi dkk. (2021) menyoroti bahwa gamifikasi dan pemasaran influencer dapat meningkatkan interaksi dan keterlibatan pelanggan. Fan & Luo (2020) menunjukkan pentingnya ekosistem digital dalam memfasilitasi co-creation. Penelitian ini juga menemukan bahwa co-creation dapat diterapkan dalam konteks pelayanan publik dan pelatihan, seperti yang ditunjukkan oleh Aida Alfita dkk. (2024) dan Setiawan dkk. (2022). Berdasarkan temuan ini, rekomendasi untuk penelitian selanjutnya termasuk eksplorasi lebih lanjut tentang gamifikasi, pemasaran influencer, pengembangan platform digital, penerapan co-creation dalam sektor publik, dan studi kualitatif tentang pengalaman pelanggan.
References
Abeza, G., O’Reilly, N., Finch, D., Séguin, B., & Nadeau, J. (2020). The role of social media in the co-creation of value in relationship marketing: A multi-domain study. Journal of Strategic Marketing, 28(6), 472–493. https://doi.org/10.1080/0965254X.2018.1540496
Aida Alfita, Banu Sulaeman Mubaraq, & Noerma Kurnia Fajarwati. (2024). Inovasi Pelayanan Publik Menggunakan Co Creation: Studi Kasus Kota Bandung. Filosofi : Publikasi Ilmu Komunikasi, Desain, Seni Budaya, 1(2), 92–102. https://doi.org/10.62383/filosofi.v1i2.75
Alam, M., Alam, M., & Chavali, K. (2020). Stock Market Response during COVID-19 Lockdown Period in India: An Event Study. The Journal of Asian Finance, Economics and Business, 7, 131–137. https://doi.org/10.13106/jafeb.2020.vol7.no7.131
Anggara, B. (2024). ANALISIS EFEKTIVITAS STRATEGI PEMASARAN DIGITAL DALAM MENINGKATKAN BRAND AWARENESS DAN KONVERSI PENJUALAN DI INDUSTRI FASHION. ECONOMIST: Jurnal Ekonomi Dan Bisnis, 1(1), Article 1.
Cheung, M. L., Pires, G. D., Rosenberger, P. J., Leung, W. K. S., & Ting, H. (2021). Investigating the role of social media marketing on value co-creation and engagement: An empirical study in China and Hong Kong. Australasian Marketing Journal, 29(2), 118–131. https://doi.org/10.1016/j.ausmj.2020.03.006
Endri, E. P., & Prasetyo, K. (2021). Strategi Komunikasi Pemasaran Produk Kopi Kawa Daun Tanah Datar dalam Membangun Brand Awareness. Jurnal Audiens, 2(1), Article 1. https://doi.org/10.18196/jas.v2i1.9836
Fan, X., & Luo, Y. (2020). Value Co-Creation: A Literature Review. Open Journal of Social Sciences, 08(02), 89–98. https://doi.org/10.4236/jss.2020.82008
Feroza, C. S., & Misnawati, D. (2020). Penggunaan media sosial instagram pada akun@ yhoophii_official sebagai media komunikasi dengan pelanggan. Jurnal Inovasi, 14(1), 32–41.
Harati, R. (2024). ANALYSIS OF THE INFLUENCE OF UNEMPLOYMENT VARIABLES ON ECONOMIC GROWTH IN CENTRAL KALIMANTAN USING THE ERROR CORRECTION MODEL (ECM) APPROACH. Multifinance, 1(3 Maret), Article 3 Maret. https://doi.org/10.61397/mfc.v1i3.136
Jayashankar, P., Johnston, W. J., Nilakanta, S., & Burres, R. (2019). Co-creation of value-in-use through big data technology- a B2B agricultural perspective. Journal of Business & Industrial Marketing, 35(3), 508–523. https://doi.org/10.1108/JBIM-12-2018-0411
Ju, X., Chocarro, R., & Martín Martín, O. (2021). Value creation in mobile social media: A systematic review and agenda for future research. Baltic Journal of Management, 16(5), 745–764. https://doi.org/10.1108/BJM-04-2021-0157
Kurniawan, C. N., Kusumawati, A., & Iqbal, M. (2020). ANALISIS CO-CREATION EXPERIENCE SERTA DAMPAKNYA DALAM KONTEKS PARIWISATA. Profit: Jurnal Adminsitrasi Bisnis, 24–38.
Li, J., Chiu, D. K., Ho, K. K., & So, S. (2024). The Use of Social Media in Sustainable Green Lifestyle Adoption: Social Media Influencers and Value Co-Creation. Sustainability, 16(3), 1133.
Merhabi, M. A., Petridis, P., & Khusainova, R. (2021). Gamification for Brand Value Co-Creation: A Systematic Literature Review. Information, 12(9), Article 9. https://doi.org/10.3390/info12090345
Milinia, W., & Bintarti, S. (2024). Pengaruh Currency Dan Co-Creation Terhadap Customer Loyalty Yang Dimediasi Oleh Customer Satisfaction. El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam, 5(5). https://doi.org/10.47467/elmal.v5i5.2542
Quattrini, A. M., Faircloth, B. C., Dueñas, L. F., Bridge, T. C. L., Brugler, M. R., Calixto-Botía, I. F., DeLeo, D. M., Forêt, S., Herrera, S., Lee, S. M. Y., Miller, D. J., Prada, C., Rádis-Baptista, G., Ramírez-Portilla, C., Sánchez, J. A., Rodríguez, E., & McFadden, C. S. (2018). Universal target‐enrichment baits for anthozoan (Cnidaria) phylogenomics: New approaches to long‐standing problems. 18(2). https://doi.org/10.1111/1755-0998.12736
Ranjan, K. R., & Read, S. (2016). Value co-creation: Concept and measurement. Journal of the Academy of Marketing Science, 44(3), 290–315. https://doi.org/10.1007/s11747-014-0397-2
Ribeiro, T. de L. S., Costa, B. K., Ferreira, M. P., & Freire, O. B. de L. (2023). Value co-creation in tourism and hospitality: A systematic literature review. European Management Journal, 41(6), 985–999. https://doi.org/10.1016/j.emj.2022.12.001
Riofita, H., Arimbi, Rifky, M. G., Salamah, L. R., Asrita, R., & Nurzanah, S. (2024). PERUBAHAN STRATEGI PEMASARAN DALAM MENGHADAPI TANTANGAN PASAR KONSUMEN DI ERA DIGITAL. Jurnal Ekonomi Manajemen Dan Bisnis (JEMB), 1(3), Article 3. https://doi.org/10.62017/jemb.v1i3.617
Rumangkit, S. (2023, Juni 13). Value Co-Creation: Membangun Nilai Bersama dalam Strategi Pemasaran. Entrepreneur. https://binus.ac.id/entrepreneur/2023/06/13/value-co-creation-membangun-nilai-bersama-dalam-strategi-pemasaran/
Safitri, I. N. A. Y., ERNESTIVITA, G., & SASONGKO, M. Z. (2023). ANALISIS STRATEGI PEMASARAN MEDIA SOSIAL GUNA MENINGKATKAN VOLUME PENJUALAN PADA ZONA SPORT KEDIRI [PhD Thesis, Universitas Nusantara PGRI Kediri]. http://repository.unpkediri.ac.id/id/eprint/10162
Sari, M. P., Rachman, L. A., & Ronaldi, D. (2020). Pengaruh Harga, Promosi Dan Kepercayaan Terhadap Keputusan Pembelian Produk Y.O.U. Jurnal Enterpreneur dan Bisnis (JEBI), 1(2), Article 2. https://jurnal.umitra.ac.id/index.php/JEBI/article/view/513
Setiawan, A., Ayuwardani, M., Wibowo, B. Y., & Malebra, I. (2022). Pelatihan Manajemen K3 Dan Penerapannya Sebagai “Value Co-Creation” Di Masa Pandemik Covid-19 (Studi Kasus Pada Pangkas Rambut Madura Di Kota Semarang). Sasambo: Jurnal Abdimas (Journal of Community Service), 4(1), 155–168. https://doi.org/10.36312/sasambo.v4i1.605
Sopiana, S., Komaludin, A., & Suroso, E. (2024). Pengaruh Influencer Marketing dan Value Co-Creation terhadap Customer Engagement melalui Minat Beli dan Impulsive Buying pada Fashion Batik Modern Kartini’s Label (Studi kasus pada Generasi Z dan Generasi Milenial di Jawa Barat). Ranah Research : Journal of Multidisciplinary Research and Development, 6(4), 902–915. https://doi.org/10.38035/rrj.v6i4.894
Trim, P. R., Lee, Y.-I., & Vu, A. (2023). Insights into how Vietnamese retailers utilize social media to facilitate knowledge creation through the process of value co-creation. Future Internet, 15(4), 123.
Yen, C.-H., Teng, H.-Y., & Tzeng, J.-C. (2020). Innovativeness and customer value co-creation behaviors: Mediating role of customer engagement. International Journal of Hospitality Management, 88, 102514. https://doi.org/10.1016/j.ijhm.2020.102514
Zadeh, A. H., Zolfagharian, M., & Hofacker, C. F. (2019). Customer–customer value co-creation in social media: Conceptualization and antecedents. Journal of Strategic Marketing, 27(4), 283–302. https://doi.org/10.1080/0965254X.2017.1344289
Aida Alfita, Banu Sulaeman Mubaraq, & Noerma Kurnia Fajarwati. (2024). Inovasi Pelayanan Publik Menggunakan Co Creation: Studi Kasus Kota Bandung. Filosofi : Publikasi Ilmu Komunikasi, Desain, Seni Budaya, 1(2), 92–102. https://doi.org/10.62383/filosofi.v1i2.75
Alam, M., Alam, M., & Chavali, K. (2020). Stock Market Response during COVID-19 Lockdown Period in India: An Event Study. The Journal of Asian Finance, Economics and Business, 7, 131–137. https://doi.org/10.13106/jafeb.2020.vol7.no7.131
Anggara, B. (2024). ANALISIS EFEKTIVITAS STRATEGI PEMASARAN DIGITAL DALAM MENINGKATKAN BRAND AWARENESS DAN KONVERSI PENJUALAN DI INDUSTRI FASHION. ECONOMIST: Jurnal Ekonomi Dan Bisnis, 1(1), Article 1.
Cheung, M. L., Pires, G. D., Rosenberger, P. J., Leung, W. K. S., & Ting, H. (2021). Investigating the role of social media marketing on value co-creation and engagement: An empirical study in China and Hong Kong. Australasian Marketing Journal, 29(2), 118–131. https://doi.org/10.1016/j.ausmj.2020.03.006
Endri, E. P., & Prasetyo, K. (2021). Strategi Komunikasi Pemasaran Produk Kopi Kawa Daun Tanah Datar dalam Membangun Brand Awareness. Jurnal Audiens, 2(1), Article 1. https://doi.org/10.18196/jas.v2i1.9836
Fan, X., & Luo, Y. (2020). Value Co-Creation: A Literature Review. Open Journal of Social Sciences, 08(02), 89–98. https://doi.org/10.4236/jss.2020.82008
Feroza, C. S., & Misnawati, D. (2020). Penggunaan media sosial instagram pada akun@ yhoophii_official sebagai media komunikasi dengan pelanggan. Jurnal Inovasi, 14(1), 32–41.
Harati, R. (2024). ANALYSIS OF THE INFLUENCE OF UNEMPLOYMENT VARIABLES ON ECONOMIC GROWTH IN CENTRAL KALIMANTAN USING THE ERROR CORRECTION MODEL (ECM) APPROACH. Multifinance, 1(3 Maret), Article 3 Maret. https://doi.org/10.61397/mfc.v1i3.136
Jayashankar, P., Johnston, W. J., Nilakanta, S., & Burres, R. (2019). Co-creation of value-in-use through big data technology- a B2B agricultural perspective. Journal of Business & Industrial Marketing, 35(3), 508–523. https://doi.org/10.1108/JBIM-12-2018-0411
Ju, X., Chocarro, R., & Martín Martín, O. (2021). Value creation in mobile social media: A systematic review and agenda for future research. Baltic Journal of Management, 16(5), 745–764. https://doi.org/10.1108/BJM-04-2021-0157
Kurniawan, C. N., Kusumawati, A., & Iqbal, M. (2020). ANALISIS CO-CREATION EXPERIENCE SERTA DAMPAKNYA DALAM KONTEKS PARIWISATA. Profit: Jurnal Adminsitrasi Bisnis, 24–38.
Li, J., Chiu, D. K., Ho, K. K., & So, S. (2024). The Use of Social Media in Sustainable Green Lifestyle Adoption: Social Media Influencers and Value Co-Creation. Sustainability, 16(3), 1133.
Merhabi, M. A., Petridis, P., & Khusainova, R. (2021). Gamification for Brand Value Co-Creation: A Systematic Literature Review. Information, 12(9), Article 9. https://doi.org/10.3390/info12090345
Milinia, W., & Bintarti, S. (2024). Pengaruh Currency Dan Co-Creation Terhadap Customer Loyalty Yang Dimediasi Oleh Customer Satisfaction. El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam, 5(5). https://doi.org/10.47467/elmal.v5i5.2542
Quattrini, A. M., Faircloth, B. C., Dueñas, L. F., Bridge, T. C. L., Brugler, M. R., Calixto-Botía, I. F., DeLeo, D. M., Forêt, S., Herrera, S., Lee, S. M. Y., Miller, D. J., Prada, C., Rádis-Baptista, G., Ramírez-Portilla, C., Sánchez, J. A., Rodríguez, E., & McFadden, C. S. (2018). Universal target‐enrichment baits for anthozoan (Cnidaria) phylogenomics: New approaches to long‐standing problems. 18(2). https://doi.org/10.1111/1755-0998.12736
Ranjan, K. R., & Read, S. (2016). Value co-creation: Concept and measurement. Journal of the Academy of Marketing Science, 44(3), 290–315. https://doi.org/10.1007/s11747-014-0397-2
Ribeiro, T. de L. S., Costa, B. K., Ferreira, M. P., & Freire, O. B. de L. (2023). Value co-creation in tourism and hospitality: A systematic literature review. European Management Journal, 41(6), 985–999. https://doi.org/10.1016/j.emj.2022.12.001
Riofita, H., Arimbi, Rifky, M. G., Salamah, L. R., Asrita, R., & Nurzanah, S. (2024). PERUBAHAN STRATEGI PEMASARAN DALAM MENGHADAPI TANTANGAN PASAR KONSUMEN DI ERA DIGITAL. Jurnal Ekonomi Manajemen Dan Bisnis (JEMB), 1(3), Article 3. https://doi.org/10.62017/jemb.v1i3.617
Rumangkit, S. (2023, Juni 13). Value Co-Creation: Membangun Nilai Bersama dalam Strategi Pemasaran. Entrepreneur. https://binus.ac.id/entrepreneur/2023/06/13/value-co-creation-membangun-nilai-bersama-dalam-strategi-pemasaran/
Safitri, I. N. A. Y., ERNESTIVITA, G., & SASONGKO, M. Z. (2023). ANALISIS STRATEGI PEMASARAN MEDIA SOSIAL GUNA MENINGKATKAN VOLUME PENJUALAN PADA ZONA SPORT KEDIRI [PhD Thesis, Universitas Nusantara PGRI Kediri]. http://repository.unpkediri.ac.id/id/eprint/10162
Sari, M. P., Rachman, L. A., & Ronaldi, D. (2020). Pengaruh Harga, Promosi Dan Kepercayaan Terhadap Keputusan Pembelian Produk Y.O.U. Jurnal Enterpreneur dan Bisnis (JEBI), 1(2), Article 2. https://jurnal.umitra.ac.id/index.php/JEBI/article/view/513
Setiawan, A., Ayuwardani, M., Wibowo, B. Y., & Malebra, I. (2022). Pelatihan Manajemen K3 Dan Penerapannya Sebagai “Value Co-Creation” Di Masa Pandemik Covid-19 (Studi Kasus Pada Pangkas Rambut Madura Di Kota Semarang). Sasambo: Jurnal Abdimas (Journal of Community Service), 4(1), 155–168. https://doi.org/10.36312/sasambo.v4i1.605
Sopiana, S., Komaludin, A., & Suroso, E. (2024). Pengaruh Influencer Marketing dan Value Co-Creation terhadap Customer Engagement melalui Minat Beli dan Impulsive Buying pada Fashion Batik Modern Kartini’s Label (Studi kasus pada Generasi Z dan Generasi Milenial di Jawa Barat). Ranah Research : Journal of Multidisciplinary Research and Development, 6(4), 902–915. https://doi.org/10.38035/rrj.v6i4.894
Trim, P. R., Lee, Y.-I., & Vu, A. (2023). Insights into how Vietnamese retailers utilize social media to facilitate knowledge creation through the process of value co-creation. Future Internet, 15(4), 123.
Yen, C.-H., Teng, H.-Y., & Tzeng, J.-C. (2020). Innovativeness and customer value co-creation behaviors: Mediating role of customer engagement. International Journal of Hospitality Management, 88, 102514. https://doi.org/10.1016/j.ijhm.2020.102514
Zadeh, A. H., Zolfagharian, M., & Hofacker, C. F. (2019). Customer–customer value co-creation in social media: Conceptualization and antecedents. Journal of Strategic Marketing, 27(4), 283–302. https://doi.org/10.1080/0965254X.2017.1344289
Published
2024-11-11
Section
Articles
Copyright (c) 2024 Fachmi Tamzil, Tantri Yanuar Rahmat Syah
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
