Value Co-Creation Melalui Digital dan Sosial Media Marketing untuk Meningkatkan Brand Engagement dan Marketing Performace

Abstract

This study aims to analyze how value co-creation practices facilitated through digital and social media marketing can increase brand engagement and drive marketing performance. The development of digital technology has changed the way organizations interact with consumers, opening up opportunities for more intense collaboration in the value creation process. However, many organizations have yet to optimize the digital space to build sustainable consumer engagement. Based on this, this study seeks to explain how co-creation behavior through digital channels and social media can influence consumer engagement and improve marketing performance. This study uses a quantitative method with a Structural Equation Modeling – Partial Least Squares (SEM-PLS) approach. Data were obtained from 121 respondents who actively interacted with brands through digital platforms. The analysis was conducted to understand how these collaborative interactions shape consumer perceptions, engagement, and responses. The results indicate that co-creation value plays a significant role in enhancing brand engagement, which in turn contributes to improved marketing performance. Digital and social media marketing have proven to be effective as participatory spaces that enable consumers to become active partners in the creation of brand value. These findings confirm that value co-creation strategies need to be integrated into digital marketing activities to strengthen long-term relationships with consumers and enhance organizational competitiveness. This study contributes theoretically to the digital marketing literature and offers practical implications for companies in optimizing the use of digital platforms.