EXPLORING THE VALUE CO-CREATION INTENTIONS IN UROLOGY FOR MEDICAL DEVICE BRANDS: THE MEDIATING ROLE OF CUSTOMER BRAND ENGAGEMENT

Abstract

Amidst the Indonesian Government and the Ministry of Health's initiative to enhance the quality of healthcare services, particularly in urology, focusing on using advanced medical equipment and the improvement of urological competencies, the healthcare industry in Indonesia has experienced significant growth. This study explored consumer perspectives on urology medical device brands, leading to the concept of value co-creation between consumers and brands. Through a survey of 140 urology resident doctors analyzed using quantitative methodology and PLS-SEM, the study found that customer-customer interaction influences consumer brand engagement but does not directly affect value co-creation intention. Conversely, customer-seller interaction has a significant positive impact on value co-creation intention and consumer brand engagement. The findings of this study suggest enhancing customer-seller interaction and leveraging consumer brand engagement to promote value co-creation intention, as well as the importance of developing quality customer interactions to strengthen their engagement with the brand.