An Analysis of Factors Influencing Customers’ Willingness to Participate in Value Co-Creation of Indonesian Denim Brand Community (Case Study: Darahku Biru)


The problem statement relies on how fashion industry’s positive trends affect fashion brands like Sukku Collective to compete with their competitors. A number of studies mentioned that building a profitable relationship between a firm and its customers to create value, or well-known as value co-creation, is a proven way for fashion brand owners to innovate and differentiate the brand in the market. Since participation is the key performance of brand community, the aim of this thesis is to study what factors affecting customers’ motivation to participate in brand community’s value co-creation of Indonesian denim brand community. In order to comply this objective, the author uses Darahku Biru, the first and biggest denim brand community in Indonesia. 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 the analysis, only community atmosphere and community experience have significant influence to customers’ willingness to participate in brand community’s value co-creation. The findings is expected to help fashion business owners and marketers to increase the effectiveness of brand community and revitalize the existing brand community.

Keywords: Value Co-Creation, Customer Involvement, Brand Community, Competitive Advantage

[1] Global Business Guide Indonesia, ”Indonesia’s Garment and Textile Sector: Remain Optimistic Amid Mounting Pressure,” 2018. [Online]. Available: 2018/indonesia_s_garment_and_textile_sector_remain_optimistic_amid_mounting_pressure_11879. php.W258W9174

[2] Badan Ekonomi Kreatif Indonesia, ”RETAS - Bangkitnya Label Lokal,” June 2018. [Online]. Available: q=cache:C6rdqg5AkVwJ:www.bekraf. en&ct=clnk&gl=id.W258W9174

[3] E. Llopis, ”A Strong Brand Conveys Confidence and Competitiveness,” 20 January 2017. [Online]. Available: competitiveness/.W258W9174

[4] C. Prahalad and V. Ramaswamy, ”Co-Creation Experiences: The Next Practice in Value Creation,” Journal of Interactive Marketing Volume 18 / Number 3 / Summer 2004, pp. 6-13, 2004. W258W9174

[5] H. J. Schau, A. M. Muñiz Jr. and E. J. Arnould, ”How Brand Community Practices Create Value,” Journal of Marketing 30 Vol. 73, p. 30, September 2009. W258W9174

[6] P.-L. Hsieh, ”Factors Influecing Consumer-Brand Relationships from the Perspective of Online Brand Communities,” Journal of e-Business, pp. 117-146, 2017. W258W9174

[7] Z. Hamzah, S. Syed Alwi and M. Othman, ”Designing corporate brand experience in an online context: A qualitative insight.,” Journal of Business Research, vol. 67, no. 11, pp. 2299-2310, 2014. W258W9174

[8] V. Madupu and D. O. Cooley, ”Antecedents and Consequences of Online Brand Community Participation: A Conceptual Framework,” Journal of Internet Commerce, pp. 1-21, 2010. W258W9174

[9] D. M. Woisetschäger, ”How to Make Brand Communities Work: Antecedents and Consequences of Consumer Participation,” Journal of Relationship Marketing, p. 18, 2008. W258W9174

[10] S. Thompson and R. Sinha, ”Brand communities and new product adop- tion: The influence and limits of oppositional loyalty,” Journal of Marketing, vol. 72, no. 6, pp. 65-80, 2008. W258W9174

[11] S. Fournier and L. Lee, ”Getting brand communities right,” Harvard Business Review, vol. 87, no. 4, pp. 105-111, 2009. W258W9174

[12] S. Nambisan and R. Baron, ”Virtual Customer Environments: Testing a Model of Voluntary Participation in Value Co-Creation Activities,” J.Prod. Innov. Manage, pp. 554-572, 2010. W258W9174

[13] F. Tseng and L. Chiang, ”Why does customer co-creation improve new travel product performance,” Journal of Business Research, vol. 69, no. 6, pp. 2309-2317, 2016. W258W9174

[14] Y. Zhao, Y. Chen, R. Zhou and Y. Ci, ”Factors influencing customers’ willingness to participate in virtual brand community’s value co-creation,” Online Information Review, pp. 2-12, 2018. W258W9174

[15] A. Flammer, ”Self-Efficacy,” in International Encyclopedia of the Social & Behavioral Sciences, Amsterdam, Elsevier, 2001, pp. 13812-13815.W258W9174

[16] S. Lippke, ”Encyclopedia of Personality and Individual Differences,” 2017. [Online]. Available: https: //{%}2F978-3-319-28099-8_1145-1.W258W9174

[17] B. Schmitt, ”Experiential marketing,” Journal of Marketing Management, vol. 15, no. 1-3, pp. 53-67, 1999. W258W9174

[18] C. Ridings, D. Gefen and B. Arinze, ”Some antecedents and effects of trust in virtual communities,” The Journal of Strategic Information Systems, vol. 11, no. 3, pp. 271-295, 2002. W258W9174

[19] M. Rouse, ”Brand Recognition,” 2019. [Online]. Available: https://searchcustomerexperience.techtarget. com/definition/brand-recognition.W258W9174

[20] Trackmaven, ”Brand Loyalty,” 2014. [Online]. Available: brand-loyalty/.W258W9174

[21] B. J. Baldrus, C. Voorhees and R. Calantone, ”Online brand community engagement: Scale development and validation,” Journal of Business Research, 2015. W258W9174

[22] S. Pongsakornrungsilp and J. Schroeder, ”Understanding value co-creation in a co-consuming brand community,” Marketing Theory, vol. 11, pp. 303-305, 2011. W258W9174