The Social Network of Creative Economy Actors in the Padang City Tourism Destination Area, West Sumatra
Zusmelia,
Ansofino,
Irwan
et al.
Abstract:In order to maintain the integrity of the welfare of the Indonesian people after the COVID-19 pandemic, the creative economy in Indonesia will continue to survive and develop as the foundation of people's lives. For this reason, this research was conducted. The focus of the study in this study was to analyze the typology of the social network of creative economic actors in the Tourism Destination Area of Padang City. This research combines two approaches, namely qualitative and quantitative approaches, which i… Show more
“…describe co-creation as a ladder, where the higher the level of co-creation , the more valuable the co-creation results that are created together. The first step is consumer involvement in rating a product or service , reviewing the product or service and discussing the company's product or service [15], [16], [17]. A higher level of co-creation can take the form of creating ideas, advertising, brands and products.…”
This research seeks to understand the exploration of co-creation strategies in the collaborative strategy program for innovation in the digital era at Bank OCBC through a qualitative descriptive approach. Study data was collected through documentation, observation, and conducting in-depth interviews directly with 4 informants. The data was then analyzed using a triangulation approach, both sources and techniques, which were guided by the theory of Miles et al. The findings indicate that marketing strategies in the current digital era see collaboration between companies and customers through co-creation. At Bank OCBC, it is implemented well by paying attention to dialogue, access, risk assessment and transparency (DART) in the current era of digital disruption, the co-creation process used by Bank OCBC can be shortened by using platforms such as websites and social media so that it takes advantage of this platform by exchanging ideas with customers to see what they want about current banking products or asking for reviews regarding products that OCBC Bank already has and customer satisfaction in using the products they have so that it has an impact on sustainability. This study is able to make a positive contribution to marketing literature in product marketing and practically for banks in maintaining the business sustainability of financial institutions in Indonesia.
“…describe co-creation as a ladder, where the higher the level of co-creation , the more valuable the co-creation results that are created together. The first step is consumer involvement in rating a product or service , reviewing the product or service and discussing the company's product or service [15], [16], [17]. A higher level of co-creation can take the form of creating ideas, advertising, brands and products.…”
This research seeks to understand the exploration of co-creation strategies in the collaborative strategy program for innovation in the digital era at Bank OCBC through a qualitative descriptive approach. Study data was collected through documentation, observation, and conducting in-depth interviews directly with 4 informants. The data was then analyzed using a triangulation approach, both sources and techniques, which were guided by the theory of Miles et al. The findings indicate that marketing strategies in the current digital era see collaboration between companies and customers through co-creation. At Bank OCBC, it is implemented well by paying attention to dialogue, access, risk assessment and transparency (DART) in the current era of digital disruption, the co-creation process used by Bank OCBC can be shortened by using platforms such as websites and social media so that it takes advantage of this platform by exchanging ideas with customers to see what they want about current banking products or asking for reviews regarding products that OCBC Bank already has and customer satisfaction in using the products they have so that it has an impact on sustainability. This study is able to make a positive contribution to marketing literature in product marketing and practically for banks in maintaining the business sustainability of financial institutions in Indonesia.
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