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

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.