Analysis of Social Identity and Co-Creation Activities on the Behavior of Members of Coffee Enhancement Communities in KisahKitaNgopi Café
Abstract
The existence of a community will have an impact on the community brand being carried. Participation and recommendations of members depend on the identification of community members. Social identification has an impact on co-creation activities by exchanging knowledge among community members. The community targeted in this study was the Komunitas Penikmat kopi who interacted at Café KisahKitaNgopi. The purpose of this study was: 1) to analyze how social identity influences the co-creation activities by coffee connoisseur community members in the KisahKitaNgopi Café; 2) to analyze how co-creation affects the intentions of the coffee connoisseurs in the Story of Coffee Café; and 3) to analyze how social identity influences the intentions of the Komunitas Penikmat kopi at the Story Cafe. Research subjects were members of the Komunitas Penikmat kopi in Surabaya and Sidoarjo who were customers at Café KisahKitaNgopi during the data collection period and could be contacted to fill out the questionnaire and recommend other community members as respondents. There were 170 respondents. Hypothesis testing was carried out using Structural Equation Modelling using AMOS. Results of the study: 1) social identity had a significant positive effect on the co-creation activities of coffee connoisseurs at KisahKitaNgopi Café; 2) co-creation activities had a significant positive effect on the intentions of the Komunitas Penikmat kopi in the Story of Cafe Kopi; 3) social identity had a significant positive effect on intentions in the Komunitas Penikmat kopi at the Story of Cafe Kopi.
Keywords: social identity, joint creation, intention to behave, community
References
[1] Algesheimer, R., Dholakia, U. M. and Herrmann, A. (2005). The Social Influence of Brand Community: Evidence from European Car Clubs. Journal of Marketing, Vol.69 (3), pp. 19–34.
[2] Bagozzi, R. P. and Dholakia, U. M. (2006). Open-Source Software User Communities: A Study of Participation in Linux User Groups. Management Science, vol. 52, issue 7, pp. 1099-1115.
[3] Bagozzi, R. P. and Dholakia, U. M. (2006). Antecedents and Purchase Consequences of Customer Participation in Small Group Brand Communities. International Journal of Research in Marketing, Vol 23, pp. 45-61.
[4] Bagozzi, R. P. and Lee, K-H. (2002). Multiple Routes for Social Influence: The Role of Compliance, Internalization, and Social Identity. Social Psychology Quarterly, Vol,65,No 3, pp. 226–247.
[5] Bentler, P. M. (1983). Some Contributions to Efficient Statistics in Structural Models: Specification and Estimation of Moment Structures. Psychometrika, vol. 48, issue 4, pp. 493–517
[6] Bergami, M. and Bagozzi, R. P. (2000). Self-Categorization, Affective Commitment, and Group SelfEsteem as Distinct Aspects of Social Identity in an Organization. British Journal of Social Psychology, Vol 39, pp. 555–577.
[7] Brown, A. D. and Humphreys, M. (2002). Nostalgia and the Narrativization of Identity: A Turkish Case Study. British Journal of Management, vol. 13, issue 2, pp. 141-159.
[8] Brown, S., Kozinets, R. V. and Sherry, J. F. (2003). Teaching Old Brands New Tricks: Retro Branding and the Revival of Brand Meaning. Journal of Marketing, vol. 67, issue 3, pp. 19-33.
[9] Nascimento, B., Oliveira, T. and Tam, C. (2018). Wearable Technology: What Explains Continuance Intention in Smartwatches? Journal of Retailing and Consumer Services, Vol, 43, pp. 157–169.
[10] Byrne, B. M. (1988). Measuring Adolescent Self-Concept: Factorial Validation and Equivalency of the SDQ III Across Gender. Multivariate Behavioral Research, Vol 23, No 3, pp. 361-375.
[11] Ellemers, N., Kortekaas, P. and Ouwerkerk, J. W. (1999). Self-Categorisation, Commitment to the Group and Group Self-Esteem as Related but Distinct Aspects of Social Identity. European Journal of Social Psychology, Vol, 29, pp. 371-389.
[12] Feldman, J. M., and Lynch, J. G. (1988). Self-Generated Validity and other Effects of Measurement on Belief, Attitude, Intention, And Behavior. Journal of Applied Psychology, Vol, 73. No, 3, pp. 421–35.
[13] Ferdinand, A. (2000). Manajemen Pemasaran: Sebuah Pendekatan Stratejik. Semarang: Badan Penerbit Universitas Diponegoro.
[14] Füller, J., Jawecki, G. and Mühlbacher, H. (2007). Innovation Creation by Online Basketball Communities. Journal of Business Research, vol. 60, issue 1, pp. 60-71.
[15] Füller, J., Matzler, K. and Hoppe, M. (2008). Brand Community Members as a Source of Innovation. Journal of Product Innovation Management, Vol 25, pp. 608-619.
[16] Ghozali, I. (2016). Aplikasi Analisis Multivariete Dengan Program IBM SPSS 23 (8th ed.). Semarang: Badan Penerbit Universitas Diponegoro.
[17] Hair, J. F., et al. (1995). Multivariate Data Analysis with Readings. Englewood Cliffs: Prentice-Hall.
[18] Hair, J. F., et al. (2006). Multivariate Data Analysis (6th ed.). New Jersey: Pearson Prentice Hall.
[19] Hair, J. F., Ringle, C. M. and Sarstedt, M. (2011). PLS-SEM: Indeed a Silver Bullet. The Journal of Marketing Theory and Practice, vol. 19, issue 2, pp. 139-152.
[20] Herman, H. M. T. and Warren, C. K. C. (2014). Transformational Leadership and Job Performance: A Social Identity Perspective. Journal of Business Research, issue 67, pp. 2827–2835.
[21] Kandampully, J. and Suhartanto, D. (2000). Customer Loyalty in The Hotel Industry: The Role of Customer Satisfaction and Image. International Journal of Contemporary Hospitality Management, Vol 12, No 6, pp. 346-351.
[22] Koh, J. and Kim, Y. G. (2004). Knowledge Sharing in Virtual Communities: An E-Business Perspective. Expert Systems with Applications, Vol 26, Issue 2, pp. 155-166.
[23] Leigh, T. W., Peters, C. and Shelton, J. (2006). The Consumer Quest for Authenticity: The Multiplicity of Meanings within the MG Subculture of Consumption. Journal of the Academy of Marketing Science, vol. 34, issue 4, pp. 481-493.
[24] Lisnia Y. R. (2011). Hip Hop Jawa Sebagai Pembentuk Identitas Kelompok Jogja Hip Hop Foundation. Skripsi (S1). Yogyakarta: Program Studi Pendidikan Sosiologi FISE UNY.
[25] McAlexander, J. H. and Schouten, J. W. (1998). Brandfests: Servicescapes for the Cultivation of Brand Equity. In John F. Sherry Jr. (ed.) Servicescapes: The Concept of Place in Contemporary Markets. Chicago: NTC Business Books, pp. 377–402.
[26] Muniz, A. M. and O’Guinn, T. C. (2001). Brand Community. Journal of Consumer Research, vol. 27, issue 2, pp. 412-432.
[27] Muniz, A. M. and Schau, H. J. (2005). Religiosity in the Abandoned Apple Newton Brand Community. Journal of Consumer Research, vol. 31, issue 1, pp. 737–747.
[28] Podsakoff, P. M., et al. (2003). Common Method Biases in Behavioral Research: A Critical Review of the Literature and Recommended Remedies. Journal of Applied Psychology, Vol 88 (5). Pp. 879–903.
[29] Prahalad, C. K. and Ramaswamy, V. (2004). Co-Creation Experiences: The Next Practice in Value Creation. Journal of Interactive Marketing, Vol 18(3). Pp. 5-14.
[30] Rheingold, H. (1994). A Slice of Life in My Virtual Community Global Networks: Computers and International Communication. In L. M. Harasim (Ed.), Global Networks: Computers and International Communication. Cambridge: MIT Press, pp. 57-80.
[31] Ryu, S., Ho, S. H. and Han, I. (2003). Knowledge Sharing Behavior of Physicians in Hospitals.Expert Systems with Applications, vol 25, 113-122.
[32] Santoso, S. (1992). Dinamika Kelompok. Jakarta: Bumi Aksara.
[33] Santoso, S. (2018). Konsep dasar dan aplikasi SEM dengan amos 24. Jakarta: PT Elex Media Komputindo.
[34] Schouten, J. W. and McAlexander, J. (1995). Subcultures of Consumption: An Ethnography of the New Bikers. Journal of Consumer Research, Vol 22(1). Pp. 43–61.
[35] Shahzadi, M., et al. (2018). Perceptions of Fine Dining Restaurants in Pakistan: What Influences Customer Satisfaction and Behavioral Intentions? International Journal of Quality & Reliability Management, vol. 35, issue 3, pp. 635-655.
[36] Sproull, L. and Arriaga, M. (2007). Online Communities. In H. Bidogli (Ed.), Handbook of Computer Networks (vol. 3). New York: John Wiley & Sons.
[37] Stets, J. E. and Burke, P. J. (2000). Identity Theory and Social Identity Theory. Social Psychology Quarterly, Vol 63(3). Pp. 224-237.
[38] Sukoco, B. M. and Aditya, M. L. (2011). Pengaruh Nilai Informasi dan Sosial pada Co consumption dan Co-production antar Anggota Kaskus: Perspektif Modal Sosial. Jurnal Manajemen Teknologi, vol. 10, issue 3, pp. 264-280.
[39] Sukoco, B. M. and Setiawan, A. M. (2013, October). Pengaruh Sense of Community terhadap Berbagi Pengetahuan pada Komunitas Nikon: Efek Moderasi Individualisme Anggota. Presented at Proceedings Seminar Nasional Forum Manajemen Indonesia (FMI) 5, Pontianak, Indonesia.
[40] Sukoco, B. M., Wu, W-Y. and Loh, A. L. C. (2011, June). The Effect of Member Identification across Cultures inside a Brand Community. Presented at Proceedings of Academy of International Business (AIB) Conference, Nagoya, Japan.
[41] Supardan, D. (2011). Pengantar Ilmu Sosial: Sebuah Kajian Pendekatan Struktural. Jakarta: Bumi Aksara.
[42] Tanaka, J. S. and Huba, G. J. (1989). A General Coefficient of Determination for Covariance Structure Models under Arbitrary GLS Estimation. British Journal of Mathematical and Statistical Psychology, Vol 42(2). Pp. 233–239.
[43] Tajfel, H. (1978). Social Categorization, Social Identity and Social Comparison. In H. Tajfel (Ed.), Differentiation between Social Groups: Studies in the Social Psychology of Intergroup Relations (pp. 61-76). London: Academic Press.
[44] Thompson, S. A. and Sinha, R. K. (2008). Brand Communities and New Product Adoption: The Influence and Limits of Oppositional Loyalty. Journal of Marketing, Vol 72(6). Pp. 65-80.
[45] Turner, J. C. (1982). Towards a Cognitive Redefinition of the Social Group. In H. Tajfel (Ed.), Social Identity and Intergroup Relations. Cambridge: Cambridge University Press.
[46] Vargo, S. L. and Lusch, R. F. (2004). Evolving to a New Dominant Logic for Marketing. Journal of marketing, vol. 68, issue 1, pp. 1-17.
[47] Wheaton, B., et al. (1977). Assessing Reliability and Stability in Panel Models. Sociological Methodology, vol. 8, issue 1, pp. 84-136
[48] Wu, W-Y., and Sukoco, B. M. (2010). Why Should I Share? Examining Consumers’ Motives and Trust on Knowledge Sharing. Journal of Computer Information Systems, vol. 50, issue 4, pp. 11-19.
[49] Zeithaml, V. A. and Bitner, M. J. (1996). Services Marketing. New York: McGraw-Hill.
[50] Zhang, Z-J. (2010). Feeling the Sense of Community in Social Networking Usage. IEEE Transactions on Engineering Management, vol. 57, issue 2,pp 225-239.