VALUE CO-DESTRUCTION: ANALISA FAKTOR PADA START-UP BUSINESS MAHASISWA

Abstract

This study aims to examine factors which cause value co-destruction and how to overcome value co-destruction at Start-up Business. This study uses a quantitative approach with a total sample of 170 business start-up projects of Ciputra University students. Data collection method used is questionnaires and research data is tested by factor analysis. The result of this study indicates that product information, interactive, innovation,and service can influence the emergence of value co-destruction. These four factors must be considered in every business start-up student