| dc.contributor.author | Indriastuti, Herning | |
| dc.date.accessioned | 2020-08-01T13:19:19Z | |
| dc.date.available | 2020-08-01T13:19:19Z | |
| dc.date.issued | 2019-04-19 | |
| dc.identifier.issn | 2395-6518 | |
| dc.identifier.uri | http://repository.unmul.ac.id/handle/123456789/4839 | |
| dc.description | Main tittle | en_US |
| dc.description.abstract | Purpose of Study: This paper aims to assess three selected marketing parameters that can influence marketing
performance.
Methodology: An empirical study analysis was conducted to see the effect of Entrepreneurial Innovativeness Oriented,
Relational Capabilities and Value co-creation to enhance the marketing performance of SME (Small and Medium
Enterprise) apparel fashion industries in Central Java, Indonesia. Data sampling was obtained using purposive sampling
technique involving 150 respondents. The data was collected by using a questionnaire given directly to the respondents.
The data analysis employed Structural Equation Modelling (SEM) with AMOS program assistance.
Result: The result showed that relational capabilities have a significant effect on value co-creation.
Implications/Applications: The value co-creation can be the mediator for improving relational capabilities which have a
significant contribution to marketing performance. | en_US |
| dc.language.iso | en | en_US |
| dc.publisher | GIAP Journals | en_US |
| dc.relation.ispartofseries | Humanities & Social Sciences Reviews;7(3) | |
| dc.subject | Entrepreneurial Innovativeness, Relational Capabilities, Value Co-creation, Marketing Performance | en_US |
| dc.title | ENTREPRENEURIAL INNOVATIVENESS, RELATIONAL CAPABILITIES, AND VALUE CO-CREATION TO ENHANCE MARKETING PERFORMANCE | en_US |
| dc.type | Article | en_US |
