Unveiling The Power of Brand Experience: Exploring The Mediating Role of Value Co-Creation In Driving Word of Mouth

Generation Y consumers make purchasing decisions based on brands that can stimulate unforgettable experiences to be shared with others. Postmodern life has changed the habits and patterns of wedding events, where ideas and bridal concepts play a significant role. This study aims to examine the mediating role of brand experience variables in the influence of value co-creation on word of mouth. The study found that value co-creation does not have a direct impact on word of mouth. This is due to the bridal couple's need for wedding organizer services to ensure convenience and smooth execution of the wedding event without directly being involved in the preparation process and equipment. The study concludes that in wedding events, the exchange value still relies on the use of oper and resources, and the bridal couple still lacks the ability to directly appreciate their wedding concepts and ideas.