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"Adanya kompetisi yang tinggi dalam dunia bisnis telah mengubah lanskap pasar secara mendasar bagi para retailer. Konsumen memutuhkan merk yang tidak hanya memenuhi kebutuhan fungsionalnya, namun juga yagn dapat memberikan nilai tambah. Oleh karena itu, penggunaan toko pop-up store dikembangkan sebagai jembatan konseptual antara toko utama dan presentasi sementara di tempat penjualan. Penelitian ini menyeldiki signifikansi pop-up stores dibandingkan dengan toko ritel konvensional terhadap perilaku konsumen jangka pendek dan jangka panjang, dengan tiga variabel mediasi. Data dikumpulkan melalui eksperimen dengan 203 partisipan dan dianalisis menggunakan PLS-SEM. Dengan membandingkan kedua format toko tersebut, studi ini menemukan bahwa pop-up stores dianggap lebih unik dibandingkan dengan ritel tradisional, karena persepsi terhadap scarcity dan hedonic shopping value yang lebih besar. Oleh karena itu, pengaruh pop-up terhadap perilaku konsumen dimediasi oleh scarcity dan hedonic shopping value (mediator tahap pertama) serta perceived uniqueness (mediator tahap kedua), maka dapat dianggap sebagai karakteristik dari toko tersebut. Selain itu, pengaruh terhadap reaksi konsumen jangka pendek yang diukur dengan willingness to pay dalam penelitian ini lebih besar dibandingkan dengan pengaruh terhadap reaksi konsumen jangka panjang yang diukur dengan brand loyalty.

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The highly competitive nature of the business world has fundamentally transformed the market landscape for retailers. Consumers need brands that do not only cater to their functional needs, but those who can give them added value. Thereby, the use of pop-up stores as a form of experiential marketing tool was developed as a conceptual bridge between flagship stores and temporary presentations at the point of sale. This research investigates the significance of pop-up stores over conventional retail stores on short and long-term consumer behavior, with three mediating variables. Data was collected through an experiment with 203 participants and analyzed using PLS-SEM. Comparing the two store formats, the findings suggest that pop-up stores are perceived as more unique compared to traditional brick-and-mortar retail, as the perception of scarcity and hedonic shopping value are greater. Consequently, the influence of pop-ups on consumer behavior is mediated by scarcity and hedonic shopping value (first-stage mediators) as well as perceived uniqueness (second-stage mediator), hence are regarded as the characteristics of the store. Furthermore, the effect on short-term consumer reaction, as measured by willingness to pay in this study is greater than the effect on long-term consumer reaction, as measured by brand loyalty."

"Dengan meningkatnya jumlah ritel di Indonesia, pasar modern dituntut memiliki keunggulan kompetitif untuk dapat bersaing. Pop-up store experience menjadi salah satu strategi marketing yang ditujukan untuk meningkatkan willingness to pay dan brand loyalty konsumen. Willingness to pay dan brand loyalty tidak hanya dipengaruhi oleh pop-up store experience, namun juga oleh perceived uniqueness, scarcity, dan hedonic shopping value yang merupakan karakteristik dari pop-up store experience. Penelitian ditujukan untuk menganalisis pengaruh pop-up store experience terhadap willingness to pay dan brand loyalty konsumen dengan mempertimbangkan perceived uniqueness, scarcity, dan hedonic shopping value. Sampel penelitian ini adalah penduduk Jabodetabek yang termasuk dalam usia angkatan kerja dan mengetahui adanya jenis toko berupa pop-up store. Data diolah menggunakan metode Structural Equation Modelling (SEM). Penelitian ini membuktikan pengaruh yang signifikan antara pop-up store experience dengan perceived uniqueness, scarcity, hedonic shopping value, dan willingness to pay secara langsung maupun tidak langsung. Penelitian ini tidak menemukan adanya pengaruh signifikan dari pop-up store experience terhadap brand loyalty secara langsung, kecuali variabel tersebut dimediasi oleh perceived uniqueness, scarcity, dan hedonic shopping value.

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As the number of retailers in Indonesia increases, modern markets are demanded to have competitive advantages to be able to compete. Based on this condition, pop-up store experience become one of the marketing strategies that is aimed to increase consumers willingness to pay and brand loyalty. Consumers willingness to pay and brand loyalty does not just affect by pop-up store experience, but also with perceived uniqueness, scarcity, and hedonic shopping value which is also the characteristics of pop-up store experience. Therefore, this study aims to see the effect of pop-up store experience on consumers willingness to pay and brand loyalty with the consideration of perceived uniqueness, scarcity, and hedonic shopping value. Respondents of this study are Indonesian citizen who live in Jabodetabek, in the age of working labor, and have heardabout pop-up store before. This research is using Structural Equation Modeling (SEM) to process the data. The findings suggest factors that affected by pop-up store experience both directly and indirectly are perceived uniqueness, scarcity, hedonic shopping value, and willingness to pay. This study does not find any direct effect from pop-up store experience on brand loyalty, unless this variable is mediated by perceived uniqueness, scarcity, and hedonic shopping value."

"Tujuan penelitian ini adalah untuk melihat sikap responden terhadap Starbucks sebagai suatu green brand yang berujung kepada perilaku loyalitas. Starbucks dijadikan studi kasus utama penelitian ini dengan alasan karena Starbucks merupakan salah satu brand coffeeshop yang paling gencar melakukan green movement. Penelitian ini menargetkan konsumen Starbucks yang tergolong loyal dan berdomisili di daerah Jabodetabek, dengan jumlah responden mencapai 391 orang. Penelitian ini menggunakan berbagai macam variabel untuk diteliti, seperti utilitarian environmental benefits, warm glow benefits, dan green transparency sebagai tiga variabel independen utama yang memiliki pengaruh terhadap green perceived value konsumen, yang kemudian berdampak pada self-brand connection dan berujung pada brand loyalty. Metode yang digunakan dalam penelitian ini adalah structural equation modeling agar dapat mengukur pengaruh hubungan variabel penelitian secara simultan. Setelah penelitian dilakukan, hasil menunjukkan bahwa ketiga variabel independen utama mempengaruhi green perceived value yang juga berperan sebagai mediasi antara ketiga variabel independen dengan brand loyalty melalui variabel self-brand connection.

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The purpose of this study is to observe how respondent rsquo s attitude towards Starbucks as a green brand, and how it later influences their loyalty behaviors. This study focuses on Starbucks because it is one of the leading coffeeshop in terms of green movement and initiatives. This study targets Starbucks consumers who are considered loyal to the brand and who reside in Jabodetabek, with the total number of respondents up to 391.

There are various variables that are used in this study, such as utilitarian environmental benefits, warm glow benefits, and green transparency as the main independent variables which are considered to have an effect on green perceived value, which later on also influences self brand connection of Starbucks consumers , and ultimately affects the brand loyalty of their consumers.

This study uses structural equation modeling as its main methodology, as it is able to calculate the significance of every relationship simultaneously. This study results in the first three independent variables significantly affected green perceived value, in which it is also found to affect brand loyalty through self brand connection."

"Milenial merupakan generasi yang potensial bagi pelaku usaha, namun mereka merupakan generasi yang cukup menantang karena sikap kritis dan rendahnya loyalitas terhadap merek. Para pengusaha ritel saat ini telah memerhatikan proses berbelanja konsumen, terutama generasi milenial yang memerhatikan proses perjalanan berbelanja mereka. Sebagai low-involvement produk, jenis produk ini lebih sering dicari oleh konsumen di toko ritel, sehingga konsumen lebih sering mengalami pengalaman berbelanja low-involvement produk dibandingkan dengan high-involvement produk. Namun, sedikit literatur yang memaparkan perilaku konsumen milenial pada low-involvement produk. Penelitian ini bertujuan untuk menganalisis bagaimana perilaku milenial dalam proses pencarian dan konfirmasi perilaku pencarian dapat memengaruhi output dan kepuasan konsumen selama perjalanan belanja. Penelitian ini merupakan penelitian cross sectional dengan melakukan regresi berganda dalam analisis hipotesis. Hasil regresi menunjukkan bahwa teori ekspektasi diskonfirmasi terbukti secara statistik terjadi pada proses berbelanja produk low-involvement, ditemukan terdapat pengaruh diskonfirmasi yang dirasakan responden terhadap output pengalaman berbelanja mereka

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Millennial is a potential generation for industry, yet they are quite challenging because of their critical attitude and low brand loyalty. Recently, retail stores have noticed the consumers shopping journey, especially the millennial generation who pay attention to the process of their shopping journey. As a low-involvement product, this type of product is more often sought by consumers in retail stores, hence consumers more often experience the low-involvement product shopping journey compared to the high-involvement products. However, there is little literature that describes millennial consumer behavior in low-involvement products. This study aims to analyze how millennial behavior in the searching process and confirmation of search behavior can affect consumer output and satisfaction during the shopping trips. This research is a cross sectional study by conducting multiple regression in hypothesis analysis. The regression results indicate that the theory of disconfirmation expectations is statistically proven to occur in searching process for low-involvement products. This study found that there is an effect of disconfirmation that felt by respondents on the output of their shopping experience."

"Tujuan penelitian ini adalah untuk mengetahui apakah brand experience dapat memprediksi brand loyalty melalui brand trust pada konsumen lansia. Penelitian ini merupakan penelitian cross sectional yang melibatkan 390 konsumen lansia yang mengisi kuesioner. Hasil analisis mediasi menunjukkan bahwa brand experience secara signifikan memprediksi brand loyalty, baik tanpa maupun melalui peran brand trust partial mediation . Dengan demikian dapat disimpulkan bahwa brand trust berperan secara sigifikan dalam memprediksi hubungan antara brand experience terhadap brand loyalty. Hal ini berarti konsumen lansia lebih menganggap pengalaman menggunakan produk dapat meningkatkan loyalitas mereka terhadap produk tersebut.

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The aim of this study is to examine if brand experience could predicted older adult consumers rsquo loyalty towards a brand through brand trust. This cross sectional study involved 390 older adult consumers of a mineral water who filled in a set of self report questionnaire. Mediation analysis suggested that brand experience was significantly predicting brand loyalty, either directly or indirectly, suggesting partial mediation. This result then implied that experience using a brand was enough to keep older adult consumers rsquo loyalty on that brand."

"Seiring berjalannya waktu, persaingan antara perusahaan transportasi online di Indonesia semakin sengit. Perusahaan saling berlomba dalam meningkatkan keterikatan merek kepada konsumen untuk mendapatkan keuntungan yang lebih tinggi. Penelitian ini bertujuan untuk memahami bahwa brand attachment tidak hanya mempengaruhi perilaku positif (brand loyalty) saja, tetapi juga perilaku negatif (oppositional brand loyalty), seperti trash-talking, schadenfreude, dan anti-brand actions pada industri ride-hailing di Indonesia, seperti Go-Jek dan Grab. Metode purposive sampling digunakan untuk penelitian ini dengan 357 responden dan dianalisis menggunakan structural equation modeling (SEM).Temuan dari penelitian ini mengungkapkan bahwa brand attachment memiliki pengaruh terhadap brand loyalty, trash-talking, dan anti-brand actions namun tidak pada schadenfreude. Selanjutnya, variabel moderasi attachment anxiety meningkatkan hubungan antara brand attachment dengan trash-talking dan anti-brand actions sedangkan attachment avoidance tidak memoderasi hubungan tersebut. Implikasi manajerial serta rekomendasi untuk penelitian lebih lanjut dibahas dalam penelitian ini.

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Over time, competition between online transportation companies in Indonesia is increasingly fierce. Companies compete with each other to increase brand attachment to consumers to get higher profits. This study aims to understand that brand attachment not only affects positive behavior (brand loyalty), but also negative behavior (oppositional brand loyalty), such as trash talking, schadenfreude, and anti-brand actions in the ride-hailing industry in Indonesia, such as Go-Jek and Grab. The purposive sampling method was used for this study with 357 respondents and analyzed using structural equation modeling (SEM).

The findings of this study reveal that brand attachments have an influence on brand loyalty, trash-talking, and anti-brand actions but not on schadenfreude. Furthermore, the attachment anxiety moderation variable increases the relationship between brand attachment and trash-talking and anti-brand actions while attachment avoidance does not moderate the relationship. Managerial implications and recommendations for further research are discussed in this study."

"Kecocokan seorang konsumen dengan suatu merek dapat mendorong keterikatan konsumen dengan merek tersebut, yang kemudian mengarahkan pada beberapa perilaku konsumen. Skripsi ini membahas tentang peran dari ideal self-congruence terhadap emotional brand attachment, compulsive buying, brand loyalty, dan external trash-talking. Selanjutnya, skripsi ini juga membahas peran dari emotional brand attachment terhadap beberapa perilaku konsumen yang terdiri dari compulsive buying, brand loyalty, dan external trash-talking dengan objek penelitian pada produk-produk fashion.Penelitian ini menggunakan desain penelitian conclusive-descriptive dan single-cross sectional. Kriteria responden adalah pria dan wanita dengan usia 17 tahun ke atas yang memiliki satu atau beberapa merek fashion favorit dan pernah melakukan pembelian produk dari merek favoritnya dalam satu tahun terakhir. Kuesioner disebarkan melalui google form, dengan total 208 responden yang didapatkan, dan pengolahan datanya dilakukan dengan Structural Equation Modeling (SEM) menggunakan software Lisrel 8.51.Hasil penelitian menunjukkan bahwa ideal self-congruence mempengaruhi emotional brand attachment dan brand loyalty, tetapi tidak mempengaruhi compulsive buying dan external trash-talking secara langsung. Selain itu, dari hasil penelitian juga didapatkan bahwa emotional brand attachment berpengaruh positif terhadap compulsive buying, brand loyalty, dan external trash-talking.

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The congruence of a consumer with a brand can encourage consumers engagement with the brand, which then leads to some consumer behavior. This study discusses the role of ideal self-congruence on emotional brand attachment, brand loyalty, compulsive buying, and external trash-talking. Furthermore, this study also discusses the role of emotional brand attachment on several consumer behaviors such as compulsive buying, brand loyalty, and external trash-talking with fashion products as the object of research.

This study used conclusive-descriptive and single-cross sectional research designs. The criteria of respondents were men and women aged 17 years and over who has one or several favorite fashion brands and had purchased products from their favorite brands in the past year. The questionnaire was distributed through google form, with a total of 208 respondents obtained, and the data processing was done by using Structural Equation Modeling (SEM) with Lisrel 8.51 software.

The results showed that ideal self-congruence affects emotional brand attachments and brand loyalty but does not directly affect compulsive buying and external trash-talking. In addition, the study also found that emotional brand attachment has a positive effect on compulsive buying, brand loyalty, and external trash-talking."

"Dalam kondisi persaingan usaha yang semakin ketat di Indonesia, merek semakin terpilih sebagai faktor kunci dari seleksi pelanggan. Kesetiaan pelanggan dengan merek harus diperkuat oleh perusahaan. Konsep kepuasan dan loyalitas konsumen merupakan dua konsep yang saling berkaitan dan sangat penting bagi perusahaan. Berbagai macam strategi dilakukan oleh perusahaan untuk mewujudkan dua hal tersebut. Penelitian ini bertujuan untuk menganalisa pengaruh brand personality, brand experience, brand trust, brand love dan nostalgia terhadap consumer brand loyalty dengan menggunakan studi kasus minyak kayu putih Cap Lang dan Blue Band. Sampel penelitian ini adalah yang mengetahui minyak kayu putih Cap Lang dan Blue Band sejak masa kecil dan menggunakan produk minyak kayu putih Cap Lang sebagai obatan pribadinya dan Blue Band sebagai margarin yang digunakannya sampai saat ini. Data diolah dengan menggunakan metode Structural Equation Modelling. Hasil penelitian menunjukkan bahwa brand personality, brand experience dan brand trust memiliki pengaruh positif terhadap satisfaction. Kemudian, brand personality, brand experience, brand trust, brand love dan satisfaction memiliki pengaruh positif terhadap brand loyalty. Sedangkan, nostalgia tidak memiliki pengaruh positif terhadap brand loyalty.

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In the increasingly fierce business competition conditions in Indonesia, the brand is increasingly selected as a key factor of customer selection. Customer loyalty to the brand must be reinforced by the company. The concept of customer satisfaction and loyalty are two interrelated concepts and very important for the company. Various strategies are done by the company to realize these two things. This study aims to analyze the impact of brand personality, brand experience, brand trust, brand love and nostalgia on consumer brand loyalty by using the case study of eucalyptus oil Cap Lang and Blue Band. The samples of this study are those that know the eucalyptus oil Cap Lang and Blue Band since childhood and use the eucalyptus oil Cap Lang products as his personal medicines and Blue Band as the margarine he uses to date. Data is processed by using Structural Equation Modeling method. The results show that brand personality, brand experience and brand trust have a positive impact on satisfaction. Then, brand personality, brand experience, brand trust, brand love and satisfaction have a positive impact on brand loyalty. Meanwhile, nostalgia has no positive impact on brand loyalty."

"Tantangan terbesar bagi para pemasar produk anak adalah tak mudah untuk mempertahankan anak sebagai konsumennya yang loyal. Apalagi anak-anak, khususnya yang berusia 8 - 14 tahun, dipastikan sadar brand. Karena setiap hari diterpa berbagai eksposure, terutama iklan di televisi, pemahaman mereka terhadap brand menjadi sangat mendalam. Mereka mampu menangkap nilai-nilai atau tujuan di balik pesan dan hanya akan menerimanya jika memang masuk akal.Pada awalnya, anak-anak belajar sosialisasi konsumsi dari orangtua mereka. Setelah berusia 8 tahun, anak-anak lebih banyak dipengaruhi oleh lingkungan sosialnya (teman-teman sebayanya). Anak-anak membentuk koneksi dan pilihan seumur hidupnya terhadap produk dan brand berdasarkan kebutuhan mereka untuk bisa masuk dan mendapat pengakuan dari lingkungannya. Kebutuhan emosional untuk diterima, kebutuhan untuk menjadi bagian dari kelompok, dan kebutuhan untuk merasa selalu aman dalam kelompok, menjadikan teman sebaya sebagai faktor yang sangat memengaruhi mereka dalam segaia hal, termasuk brand loyalty.Kepuasan pelanggan menjadi salah satu faktor kunci dan sangat menentukan kesinambungan brand loyalty sehingga akan dihasilkan pelanggan-pelanggan yang loyal.Kepuasan yang kemudian diterjemahkan sebagai persepsi konsumen terhadap produk atau jasa yang telah memenuhi harapannya, akan menimbulkan perceived quality yang positif dari sebuah brand. Ini dapat menjadi alasan penting bagi keputusan pembelian dan menciptakan loyalitas terhadap produk.Menjadi penting bagi seorang pemasar produk anak untuk mengetahui hubungan antar kepuasan, brand loyally dan psikografis target markemya. Dengan mengetahui gaya hidup anak dan kelompok sebayanya, pemasar akan mudah mengidentifikasi suatu target grup, siapa pengguna dan non pengguna penduknya, kemudian membuat profil dari konsumen tersebut untuk dikaitkan dengan atribut produknya.Sampel dalatn penelitian ini adalah pembaca Majalah Bobo di wilayah Jadetabek (Jakarta, Depok, Tangerang, Bekasi). Sampel ditentukan dengan metode non probabilitas (accidental sampling). Jumlah sampel dalam penelitian ini sebanyak 240 sampel.Temuan-temuan penelitian dianalisis secara eksploratif eksplanatif, factor analysis, dan cluster analysis.Penelitian ini mengidentiikasi dimensi psikografis pembaca majalah anak. Dengan menggunakan metode analisa cluster non hierarchical, secara khusus yang digunakan adalah K Mean Cluster Analysis, lima segmen psikografis terbentuk dan dinamai "Smart & Perfectionist", "Cheerful & Time Spender", "Stylish & Open Minded", "Hard Worker & Elegant", dan "Energetic & Fun". Setelah setiap cluster diuji dengan variabel brand loyalty, diketahui bahwa antara brand loyalty dan lifestyle signifikan meski lemah, sehingga dapat diartikan bahwa brand loyalty tidak hanya ditentukan oleh lifestyle (gaya hidup) tetapi juga ditentukan oleh faktor-faktor lain. Oleh karena itu menjadi penting bagi pengelola majalah anak untuk mencari tahu faktor-faktor lain yang mungkin menjadi sebab rendahnya tingkat loyalitas anak terhadap produknya.

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The biggest challenge for children's product marketers is the difficulty to maintain a child as their loyal costumer. Especially for 8 - 14 years old children who are assured to "Brand aware", because in daily life they have been exposure especially by the TV commercial so their understanding of brand becomes so deep. They are capable to catch values or intention behind the commercial and will accept only if it is make sense.

In the beginning, the children learn consume socialization from their parents. After the age of 8, they are affected more by their social environment (their peers). The children make their connection and their life time choice to a product and brand based on their needs to get in and get confession from their environment. The emotional needs to be accept, to be part of a group, and the need to be save in a group make their peers as a factor which iniluent them deeply in many things include brand loyalty.

Costumer satisfaction become one of the key factors and determines the continuity of brand loyalty so will create loyal costumers. The satisfaction which is translated as costumer perception on product or services which has fulfill their hope; will cause a positive perceived quality from a brand. This can be an important reason for buying decision and create loyalty to a product.

It?s become important for a children product marketer to know the relationship between their target market?s satisfaction, brand loyalty and psychographic. With the knowledge of children lifestyle and their peers, distributors will easily identifying a target group, who are user and non user of their product than make a profile from the costumers to be related with their product attribute.

The samples in this research are Bobo magazine's readers in Jadetabek (Jakarta, Depok, Tangerang, Bekasi). Samples are determines with non probability method (accidental sampling). Samples amount in this research are 240 samples. The research inventions are analyzed with explorative, explanative, factor analysis, and cluster analysis.

This research identities the children magazine reader's psychographic dimension. Used non hierarchical cluster analysis method, especially K Mean Cluster Analysis with five shaped psychographic segment and called "Smart & Perfectionist", "Cheerful & Time-spender", "Stylish & Open-minded", "Hard-worker & Elegant", and "Energetic & Fun". After the cluster had been tested with brand loyalty variable, it turn out that there is a significant relationship between brand loyalty and lifestyle, even the relation between them is weak. So it's can be interpret that brand loyalty is not determine only by their lifestyle but also other factors. Because of that, it is important for the children magazine's management to find out the other factors that may cause low rate of children loyalty to their product."

"Consumer-based brand equity (CBBE) merupakan instrumen brand paling bernilai dari instrumen brand lainnya. Salah satu strategi pemasaran yang mampu meningkatkan CBBE adalah dengan social media marketing activities (SMMA) yang dapat dirasakan pengikutnya, atau perceived SMMA. Shopee Indonesia merupakan salah satu e- commerce yang mempunyai media sosial Instagram untuk memberi informasi terbaru dan berhubungan dengan konsumennya, khususnya di Jakarta yang penduduknya mempunyai angka melek media sosial hingga 99%. Perceived SMMA dapat menciptakan brand experience konsumen, serta nantinya brand experience mampu meningkatkan CBBE. Selain itu, co-creation dapat berperan sebagai moderasi antara hubungan perceived SMMA dan brand experience. Tujuan dari penelitian ini adalah untuk menganalisis pengaruh perceived SMMA terhadap CBBE melalui brand experience serta co-creation behaviour sebagai moderasi pada pengikut Instagram Shopee Indonesia di Jakarta. Metode penelitian ini menggunakan pendekatan kuantitatif melalui teknik purposive sampling pada 211 responden yang diperoleh melalui online quiestionnaire. Hasil penelitian menunjukkan bahwa perceived SMMA berpengaruh signifikan terhadap CBBE. Perceived SMMA juga berpengaruh signifikan terhadap brand experience. Selain itu, brand experience mempunyai pengaruh signifikan terhadap CBBE. Peran brand experience sebagai mediasi antara perceived SMMA dan CBBE mempunyai pengaruh signifikan. Namun, tidak ada pengaruh signifkan pada co- creation behaviour sebagai moderasi antara perceived SMMA dan CBBE.

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Consumer-based brand equity (CBBE) is the most valuable brand instrument among the other brand instruments. One of the marketing strategies that can increase CBBE is social media marketing activities (SMMA) that can be perceived by its followers, or perceived SMMA. Shopee Indonesia is one of the e-commerce sites that has Instagram to provide the latest information and connect with its consumers, especially in Jakarta where the population has a social media literacy rate of up to 99%. Perceived SMMA can affect consumer’s brand experience, and also brand experience can increase CBBE. In addition, co-creation can be a moderator between the relationship between perceived SMMA and brand experience. This study aims to analyze the effect of perceived SMMA on CBBE through brand experience and co-creation behavior as a moderator from Shopee Indonesia's Instagram followers in Jakarta. The research method uses quantitative approach with purposive sampling technique on 211 respondents obtained through online questionnaires. The results showed that perceived SMMA had a significant effect on CBBE. Perceived SMMA also has a significant effect on brand experience. Futhermore, brand experience has a significant influence on CBBE. The role of brand experience as a mediation between perceived SMMA and CBBE has a significant effect. However, there is no significant effect on co-creation behavior as a moderator between perceived SMMA and CBBE."