Research Article
Regio Centric Capability Model, Innovation, Co-Creation and Customer Sensing to Marketing Performance (Study of Batik SMEs during Era Pandemic of Covid-19)
@INPROCEEDINGS{10.4108/eai.14-9-2021.2321423, author={Naili Farida and Sari Listyorini}, title={Regio Centric Capability Model, Innovation, Co-Creation and Customer Sensing to Marketing Performance (Study of Batik SMEs during Era Pandemic of Covid-19)}, proceedings={Proceedings of the 6th International Conference on Social and Political Enquiries, ICISPE 2021, 14-15 September 2021, Semarang, Indonesia}, publisher={EAI}, proceedings_a={ICISPE}, year={2022}, month={9}, keywords={regio centric capabilities innovation co-creation customer sensing and marketing performance}, doi={10.4108/eai.14-9-2021.2321423} }- Naili Farida
Sari Listyorini
Year: 2022
Regio Centric Capability Model, Innovation, Co-Creation and Customer Sensing to Marketing Performance (Study of Batik SMEs during Era Pandemic of Covid-19)
ICISPE
EAI
DOI: 10.4108/eai.14-9-2021.2321423
Abstract
The industrial revolution 4.0 requires Small and Medium Enterprises (SMEs) to follow developments, the products produced can follow the competitive market. Innovation is an important factor to compete with similar products. This competition encourages SMEs to follow developments and customer tastes. Innovative products require Regio centric, co-creation and customer sensing capabilities to improve marketing performance. Objective of research is the population owner of batik producers in Pati and Semarang city. The number of samples used was 55 people, the sampling technique used was purposive sampling technique and the analysis technique used Phase II Regression Analysis and Chow Test. The results of the research before and during the pandemic showed that the Co-Creation variable had a significant effect on marketing performance through innovation and Regio centric had no significant effect on marketing performance. Customer sensing and innovation have a significant effect before the pandemic and during the pandemic is not significant. The results of the Chow test show that there is a structural difference in influence. The implications of this research for SMEs need to increase Co-creation and Innovation in order to improve marketing performance.