BUILDINING A MARKETING PERFORMANCE ALONG WITH CO CREATION REGIOSINTRIK CAPABILITIES IN SMES OF BATIK

Farida, Naili and Woro Murani, Titin and Trihastuti, Nanik (2017) BUILDINING A MARKETING PERFORMANCE ALONG WITH CO CREATION REGIOSINTRIK CAPABILITIES IN SMES OF BATIK. In: International Research Conference on Economics and Business, 11-12 Desember 2017, Atria Hotel, Malang.

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Abstract

The study examined about SMEs of Batik in Central Java Indonesia. The purpose of this study was to test the influence of the networking capabilities of imaging capabilities, product regiosentrik, and brand equity against the value of co-creatioan and performance marketing. The respondents in this research is the owner/manager of SMEs of Batik in Central Java, Indonesia. The analysis that is used in this research is the structural equation modeling (SEM), where the data obtained processed using Amos 21. The results of this research show that a major factor in increasing value co-creation is the networking capabilities and the capabilities of imaging products regiosentrik. In addition, this research found the driving factor of performance marketing of SMEs of Batik is value co-creation and brand equity.

Item Type:Conference or Workshop Item (Paper)
Subjects:N Fine Arts > NA Architecture
Divisions:Faculty of Engineering > Department of Architecture Engineering
Faculty of Engineering > Department of Architecture Engineering
ID Code:71091
Deposited By:arsitek Agus Pramono arsitek
Deposited On:29 Mar 2019 14:20
Last Modified:29 Mar 2019 14:37

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