Abstract
The value co-creation function is a tool for the industry to increase the value added of their offers to increase the level of satisfaction and customer loyalty. Value in this study refers to the service quality required of companies that operate based on consumer advocacy services. The aim of this study was to identify from consumers the value of retail stationary, to assist researchers in finding suitable strategies for opening a stationary store. This study used a qualitative approach with purposive sampling with a research subject of consumers. There were 8 informants in this study. The study found the service quality suitable based on Value Proposition Canvas (VPC). These results can be used to open an online shop platform such as shopee.
 Keywords: value, value proposition canvas, business model canvas
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