THE EFFECT OF SOCIAL MEDIA PLATFORMS TOWARD VALUE COCREATION IN GENERATION Z

• Main Author: Latif Mediyan, Muhammad
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/67060
• Institution: Institut Teknologi Bandung

Co-creation is a collaboration between a company and a customer in the context of social media, which means that the fellow social media users (content creator - company - user) are directly or indirectly in the manufacture of joint products. Companies try to adopt a customer-centered approach that can collaborate to create products together. The use of social media can be a liaison between customers and the company. The characteristics of Generation Z, which are tech savvy and innovative, can help companies co-create on social media. However, there is a lot of social media. Therefore, this research aims to examine social media and the differences in the use of social media on value cocreation. Collecting data through interviews with 10 participants and online questionnaires with 416 respondents from Generation Z in Indonesia. Data analysis using PLS-SEM and Kruskal Wallis Test. This study shows that co-production and value in use can affect value co-creation. Then there are differences in the use of social media regarding knowledge, equity, interaction, experience, personalization, and relationships. Generation Z mostly uses TikTok as a platform for co-creation and content created about education. Overall it is a pleasant experience. This research can be applied to companies that will do co-creation on social media. Keywords: Value Co-Creation, Social Media, Generation Z