AN ANALYSIS OF FACTORS INFLUENCING CUSTOMERS’ WILLINGNESS TO PARTICIPATE IN VALUE CO-CREATION OF INDONESIAN DENIM BRAND COMMUNITY (CASE STUDY: DARAHKU BIRU)

• Main Author: Avila Chrisdira, Vanessa
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/41106
• Institution: Institut Teknologi Bandung

The continuation of Indonesia’s fashion industry positive trends spells opportunity and threats for many brand owners in Indonesia to grow due to the rise of competitive level of fashion industry, including Sukku Collective, an Indonesia denim-based company. In order to compete, having a strong competitive advantage is seen as a key consideration. A number of studies suggested that building a profitable relationship between a firm and its customers to create value is a proven way for fashion brand owners to innovate and differentiate the brand in the market, or well-known as value co-creation. Using brand community as the platform of value co-creation practice, understanding customers’ participation in brand community is the most important thing to build strong and successful brand community. By understanding this context, Sukku Collective are able to create competitive advantage for the company, which helps them to survive in this industry. Therefore, the aim of this study is to know what factors affecting customers’ willingness to participate in brand community’s value co-creation. In order to comply this objective, the author uses Darahku Biru, the first and biggest denim brand community in Indonesia as the case study. The variety of members and the size of brand community will help the researcher to learn about customers’ willingness to participate in value co-creation of denim brand community in general scope. In this study, the researcher developed seven hypothesis to analyze the influence factors. Data was collected using online questionnaire which was distributed to 133 Darahku Biru’s members using convenience sampling. The data were analysed using Multiple Linear Regression to identify the correlation. Based on analysis, only community atmosphere and community experience have significant influence to customers’ willingness to participate in brand community’s value cocreation. The findings are expected to help fashion business owners to increase the effectiveness of brand community as a way to create competitive advantage.