The Effect of Market Capability, Co-creation and Innovation on Marketing Performance: Batik Sragen Small and Medium (Enterprises (SMEs), Central Java, Indonesia
| Main Authors: | Naili , Farida , Hari , Susanta Nugraha, Sari, Liestyorini |
|---|---|
| Format: | Proceeding PeerReviewed application/pdf |
| Terbitan: |
, 2015
|
| Subjects: | |
| Online Access: |
http://eprints.undip.ac.id/49886/1/Proceedings_The_Effect_of_Market_Capability_Naili_Farida.pdf http://eprints.undip.ac.id/49886/ |
Daftar Isi:
- Abstract This research is done in Batik SMEs in Sragen. The aims of this research are (1) to test the influence of market capabilities on innovation; (2) to test the influence of innovation on marketing performance; (3) to test the influence of market capabilities on marketing perfom1ance; (4) to test the influence of co-creation innovation; and (5) to test the influence of co-creation on market perfomance. The sample of this research is 120 Batik SMEs in Sragen. The population of this research is 120 batik craftsmen in Sragen. Sampling technique used in this research is purposive sampling. Data is analyzed by using SEM-PLS and cultivated by using WarlpPLs. Research findings show that ( 1) market capabilities significantly improve innovation; (2) innovation significantly improve marketing perfomance; (3) market capabilities significantly improve marketing performance; (4) co-creation significantly improve innovation; and (5) co-creation significantly improve marketing performance Keywords: Co-creation; Innovation; Market Capability; Marketing Performance