ENTREPRENEURIAL INNOVATIVENESS, RELATIONAL CAPABILITIES, AND VALUE CO-CREATION TO ENHANCE MARKETING PERFORMANCE

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.