Pengaruh Co-creation dalam Pemasaran Produk Jasa Salon yang Dimediasi oleh Customer Satisfaction terhadap Loyalitas Pelanggan

Muhammad Audri; Henoch Ageri Ginting; Shimon Hans Bungaran Simanjunt; Hulio Ebenhaezer Hutapea; Yesaya Andrianto Simanullang; Moh Riswandha Imawan

doi:10.3342/jkepmas.v2i1.196

Authors

Muhammad Audri Universitas Sumatera Utara
Henoch Ageri Ginting Universitas Sumatera Utara
Shimon Hans Bungaran Simanjunt Universitas Sumatera Utara
Hulio Ebenhaezer Hutapea Universitas Sumatera Utara
Yesaya Andrianto Simanullang Universitas Sumatera Utara
Moh Riswandha Imawan Universitas Muhammadiyah Surabaya

DOI:

https://doi.org/10.3342/jkepmas.v2i1.196

Keywords:

Co-creation, Loyalitas Pelanggan, Kepuasan Pelanggan, Customer Participation, Customer Citizenship Behavior

Abstract

This research explores the influence of co-creation in the marketing of salon service products, mediated by customer satisfaction, on customer loyalty. Utilizing a qualitative case study approach, the study gathers data through in-depth interviews and participatory observations. Semi-structured interviews allow participants to share their views and experiences openly, while participatory observations provide direct insights into real-life contexts and interactions. Data analysis is conducted using thematic analysis to derive deep understanding from the collected information. The research focuses on two perspectives: salon owners and customers. Findings highlight that active co-creation, manifested through customer participation behavior (CPB) and customer citizenship behavior (CCB), significantly enhances customer satisfaction and loyalty. CPB includes behaviors like information seeking, sharing, responsibility, and face- to-face interactions, whereas CCB involves feedback, advocacy, assistance, and tolerance of diverse perspectives. The study concludes that effective co-creation practices, mediated by customer satisfaction, are vital for fostering customer loyalty in the salon service industry.

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