Value Co-Creation and Social Media Marketing Influencing Purchase Decisions Through Brand Experience in Purbalingga Pineapple Agribusiness

Ayu Sitanini; Hana Afifah

doi:10.63922/ijebir.v5i04.4934

Ayu Sitanini Agribisnis, Fakultas Sains dan Teknik, Universitas Perwira Purbalingga, Indonesia
Hana Afifah Agribisnis, Fakultas Sains dan Teknik, Universitas Perwira Purbalingga, Indonesia

DOI: https://doi.org/10.63922/ijebir.v5i04.4934

Keywords: Brand experience, Purchase decisions, Social media marketing, Value co-creation

Abstract

This study examines the effects of value co-creation and social media marketing on purchase decisions through brand experience in the context of pineapple agribusiness in Purbalingga. Grounded in Value Co-Creation Theory, the study proposes that collaborative customer participation and interactive digital marketing create memorable brand experiences that subsequently influence consumers' purchasing decisions. A quantitative survey was conducted among consumers who had purchased pineapple products from local MSMEs, and the collected data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that value co-creation and social media marketing significantly enhance brand experience. Brand experience also has a significant positive effect on purchase decisions and serves as a complementary partial mediator between both independent variables and purchase decisions. The results indicate that consumers are more likely to purchase pineapple products when they actively engage with producers and develop positive experiences through digital interactions. These findings extend Value Co-Creation Theory by demonstrating the important role of brand experience in translating collaborative interactions into consumer purchasing behavior. From a managerial perspective, pineapple MSMEs should strengthen customer participation and utilize social media as an interactive communication platform to create memorable experiences, improve customer relationships, and enhance purchase decisions in increasingly competitive agribusiness markets

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