Antecedent of Innovation and Marketing Performance In Batik Industry

Farida, Naili (2017) Antecedent of Innovation and Marketing Performance In Batik Industry. Antecedent of Innovation and Marketing Performance In Batik Industry, 23 . pp. 471-474. ISSN 1936-6612

[img]
Preview
PDF (Antecedent of Innovation and Marketing Performance In Batik Industry) - Published Version
339Kb

Official URL: http://www.aspbs.com

Abstract

Batik is one of the important industries and the pride of Indonesia. Batik is a world cultural heritage which is originally Indonesia. In batik industry, innovation is one of the important factors that will improve marketing performance. This study wanted to test some of the main drivers of innovation and marketing performance on Batik SMEs. The purpose of this study is (1) Testing the influence of social capital on innovation and marketing performance; (2) Testing the effect of entrepreneurial orientation on innovation and marketing performance; and (3) Testing the influence of co-creation on innovation and marketing performance. The research sample consisted of 161 batik businesses in the city of Sragen and Purwodadi. Data were analyzed using SEM PLS and processed using WarpPls with version 5. The results of this study indicate that only some of the hypotheses are accepted, such as (1) entrepreneurial orientation is able to significantly improve innovation, (2) co-creation is able to significantly increase innovation, (3) market capability is able to significantly improve innovation, and (4) market capability is able to significantly improve marketing performance Keywords: Entrepreneurial Orientation, Social Capital, Market Capabilities, Co-Creation, Innovation, Marketing Performance

Item Type:Article
Uncontrolled Keywords:Entrepreneurial Orientation, Social Capital, Market Capabilities, Co-Creation, Innovation, Marketing Performance
Subjects:H Social Sciences > H Social Sciences (General)
Divisions:Faculty of Social and Political Sciences > Department of Business Administration
ID Code:53171
Deposited By:Magister Ilmu Komunikasi
Deposited On:19 Apr 2017 10:56
Last Modified:19 Apr 2017 10:56

Repository Staff Only: item control page