{"id":9464,"date":"2021-10-13T15:08:52","date_gmt":"2021-10-13T08:08:52","guid":{"rendered":"https:\/\/binus.ac.id\/malang\/?p=9464"},"modified":"2021-10-13T15:11:39","modified_gmt":"2021-10-13T08:11:39","slug":"co-creation-daya-ungkit-keunggulan-kompetitif-usaha-kecil-menengah-dengan-melibatkan-pelanggan-bagian-1","status":"publish","type":"post","link":"https:\/\/binus.ac.id\/malang\/2021\/10\/co-creation-daya-ungkit-keunggulan-kompetitif-usaha-kecil-menengah-dengan-melibatkan-pelanggan-bagian-1\/","title":{"rendered":"CO-CREATION: DAYA UNGKIT KEUNGGULAN KOMPETITIF USAHA KECIL MENENGAH DENGAN MELIBATKAN PELANGGAN (BAGIAN 1)"},"content":{"rendered":"<p style=\"text-align: justify\">Industri kreatif menurut Kementerian Perdagangan adalah industri yang bersumber dari pemanfaatan kreativitas, keterampilan, dan lapangan kerja melalui penciptaan dan pemanfaatan kreativitas dan daya kreasi individu (Departemen Perdagangan Republik Indonesia, 2009). Pengembangan industri kreatif memegang peranan penting bagi perekonomian Indonesia karena dinilai memiliki ketahanan yang baik terhadap krisis ekonomi. Selain itu, industri kreatif juga memiliki tingkat penyerapan tenaga kerja yang tinggi, bahkan cenderung meningkat secara bertahap pasca krisis ekonomi yang terjadi. terjadi pada tahun 2008 (Asdi, 2011).<\/p>\n<p style=\"text-align: justify\">Salah satu cara untuk mengembangkan industri kreatif adalah dengan melibatkan pelanggan dalam proses produksi (Bloch &amp; Arnold, 2009). Proses ini dikenal sebagai co-creation. Melibatkan konsumen dalam proses pembuatan produk dapat secara aktif mendorong kepercayaan pelanggan karena menciptakan keterlibatan emosional antara pelanggan dan produsen.<\/p>\n<p style=\"text-align: justify\">Menurut Ghafelehbashi, Asadollahi, &amp; Nikfar (2011), keterlibatan mengacu pada perasaan tertarik dan diandalkan pada kegiatan tertentu. Ini menandakan tingkat hubungan yang lebih tinggi antara pelanggan dan produk atau layanan yang dikonsumsi. Semakin aktif seorang pelanggan terlibat dalam proses produksi, semakin tinggi tingkat \u201cketerikatan\u201d dengan perusahaan akan tercipta. Hal ini selanjutnya akan mengembangkan keterlibatan antara pelanggan dan perusahaan: dari \u201chanya mengkonsumsi\u201d menjadi \u201cmari berkolaborasi\u201d (Needham dalam Tappe, 2010). Bolton &amp; Saxena-Iyer (2009) menunjukkan bahwa pelanggan yang memiliki &#8220;keterlibatan&#8221; dengan perusahaan lebih cenderung memiliki kemauan untuk terlibat dalam proses produksi karena mereka merasa bahwa mereka memainkan peran penting dalam pembentukan nilai produk. Frankee &amp; Steger (2009) juga menyatakan bahwa ketika pelanggan terlibat, mereka akan menemukan koneksi dengan produk, dan hubungan ini akan diperkuat sejalan dengan proses. Pengalaman merancang dan terlibat dalam proses produksi ini selanjutnya akan merangsang hubungan yang lebih kuat antara pelanggan dan perusahaan (Bloch &amp; Arnold, 2009).<\/p>\n<p style=\"text-align: justify\"><strong>REFERENSI<\/strong><\/p>\n<p style=\"text-align: justify\">Asdi, E. (2011). <em>Industri Kreatif sebagai Industri Antikrisis<\/em>. Diakses tanggal 20 September 2013 dari <a href=\"http:\/\/indonesiakreatif.net\">http:\/\/indonesiakreatif.net<\/a>.<\/p>\n<p style=\"text-align: justify\">Bloch, P. S. C &amp; Arnold, T. (2009). Exploring the Origins of Enduring\u00a0\u00a0 Product Involvement. <em>Qualitative Marketing Research: An International Journal<\/em><em>.<\/em> 49\u201369.<\/p>\n<p style=\"text-align: justify\">Bolton, R. N. &amp; Iyer, S. S.. (2009). Interactive Services: A Framework, Synthesis and Research Directions<em>.<\/em> <em>Journal of Interactive Marketing.<\/em> 91-104<\/p>\n<p style=\"text-align: justify\">Departemen Perdagangan Republik Indonesia. (2009). <em>Rencana Pengembangan Ekonomi Kreatif di Indonesia<\/em>.<\/p>\n<p style=\"text-align: justify\">Frankee, N. P. K &amp; Steger, C. J. (2009). Testing the Value of Customization: When do Customers Really Prefer Products Tailored to Their Preferences. <em>Journal of Marketing<\/em><em>.<\/em> 103\u2013121<em>.<\/em><\/p>\n<p style=\"text-align: justify\">Ghafelehbashi, S., Asadollahi, A., &amp; Nikfar, F. (2011). Acquaintance with All Types of Involvement in Consumer Behavior. <em>Journal of Contemporary Research in Business. <\/em>493-507<\/p>\n<p style=\"text-align: justify\">Tappe, A. S. (2010). <em>Co-Creation Theory: Marketing Last Resort&#8217;s or Just Momentary Buzz.<\/em> Den Haag: The Hague University of Applied Sciences.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Industri kreatif menurut Kementerian Perdagangan adalah industri yang bersumber dari pemanfaatan kreativitas, keterampilan, dan lapangan kerja melalui penciptaan dan pemanfaatan kreativitas dan daya kreasi individu (Departemen Perdagangan Republik Indonesia, 2009). Pengembangan industri kreatif memegang peranan penting bagi perekonomian Indonesia karena dinilai memiliki ketahanan yang baik terhadap krisis ekonomi. Selain itu, industri kreatif juga memiliki tingkat [&hellip;]<\/p>\n","protected":false},"author":13,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[130],"tags":[],"class_list":["post-9464","post","type-post","status-publish","format-standard","hentry","category-entrepreneurship-business-creation"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>CO-CREATION: DAYA UNGKIT KEUNGGULAN KOMPETITIF USAHA KECIL MENENGAH DENGAN MELIBATKAN PELANGGAN (BAGIAN 1) | BINUS UNIVERSITY MALANG | Pilihan Universitas Terbaik di Malang<\/title>\n<meta name=\"description\" content=\"BINUS University Malang Merupakan Universitas Terbaik di Malang dengan Program Computer Science, Entrepreneurship Bussiness Creation, Computer Science, Interior Design, Communication, Public Relations, Visual Communication Design.\" 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