The Influence of Co-creation on Creative Industry Performance in Indonesia

Abstract

This study aims to analyze and test the hypothesis of the effect of co-creation on the performance of the creative industries in Indonesia. Co-creation measurements with Across Interaction, Product Options, Access and Price Experience, while Firm Performance (Financial, Customer, Internal Business Process, Learning and Growth Perspective). The study method uses explanatory survey with data collection techniques using a questionnaire. The population in this study, SMEs engaged in the creative industries in West Java, Indonesia with a total of 1,571. With slovin sampling technique obtained 252 respondents. The collected data is then analyzed using the Structural Equation Model (SEM). The results of the study show that co-creation has a significant effect on the performance of creative industry SMEs in Indonesia, and the proposed hypothesis is accepted. This finding implies that to win the competition, SMEs must be able to improve their performance through the ability to innovate. Besides that This study implies to improve the performance of creative industry, it is necessary to improve the co-creation process such as increasing across-interactions, increasing the diversity of product options, and facilitating access to information on products.