THE ROLE OF VALUE CO-CREATION IN E-COMMERCE TO IMPROVE MSME MARKETING PERFORMANCE

  • Mariana Simanjuntak Manajemen Rekayasa Fakultas Teknologi Industri Institut Teknologi Del
  • Arnaldo M. Sinaga Departemen of Applied science in Software Engineering Technology, Institut Teknologi Del, Indonesia
  • Humasak A. T. Simanjuntak Departemen of Information System, Institut Teknologi Del, Indonesia
Keywords: Website Service Quality, Value Co-Creation E-Commerce, Competitive Advantage, Adopting E-Business, Adoption Attention, Marketing Performance

Abstract

This study aims to investigate whether E-commerce Value Co-creation Ability can lead to the performance excellence of MSMEs. MSMEs' performance advantages and benefits may be realized when the unique value creation can be derived from the right and effective e-business and e-commerce platforms. To obtain actual conditions about the ability of digitalization to create new value in e-commerce, Participatory Observation is carried out. A total of 250 MSME participants participated in the digitalization training and were research samples. Data are obtained through the distribution of questionnaires. Questions are arranged based on the indicator of each variable. To analyze the validity and reliability, multivariate statistical techniques of confirmatory factor analysis and SEM modeling of Amos. Of the eight hypotheses designed, 6 of them were listed. In particular, the novelty variable (VCE) can be a solution or proven to be able to solve previous research gaps and improve Marketing Work while two hypotheses are rejected. MSME entrepreneurs need to develop an e-business strategy centered on creating shared value in e-commerce. The dominant logic of seeing e-business and e-commerce is centered on MSMEs with customers. The initiative and inspiration for e-commerce co-creation is a means of continuing MSMEs.

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Published
2022-08-25
How to Cite
Simanjuntak, M., M. Sinaga, A., & A. T. Simanjuntak, H. (2022). THE ROLE OF VALUE CO-CREATION IN E-COMMERCE TO IMPROVE MSME MARKETING PERFORMANCE. Proceeding International Conference on Information Technology, Multimedia, Architecture, Design, and E-Business, 2, 30-38. Retrieved from https://eprosiding.idbbali.ac.id/index.php/imade/article/view/703
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