THE ROLE OF INTERACTION CAPABILITY AND VALUE CO-CREATION TO INCREASE MARKET PERFORMANCE

Wardhiani, Okky (2021) THE ROLE OF INTERACTION CAPABILITY AND VALUE CO-CREATION TO INCREASE MARKET PERFORMANCE. Undergraduate thesis, UNIVERSITAS ISLAM SULTAN AGUNG.

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Abstract

Penelitian ini menganalisis mengenai bagaimana peran Emotional dan social Value Co-Creation dalam memediasi relasi Individual dan Relational Interaction Capability dengan Market Performance pada industry jasa kreatif salon kecantikan. Jenis penelitian bersifat Explanatory Research dengan populasi penelitian yaitu pelanggan salon kecantikan di Jawa Tengah. Jumlah sampel yang digunakan sebanyak 203 pelanggan. Teknik pengambilan sampel menggunakan Purposive Sampling dengan kriteria pendidikan minimal SMA, dengan usia minimal 16 tahun, dan minimal sudah 3 kali menggunakan jasa salon yang sama. Teknik pengumpulan data melalui kuisioner yang disebarkan secara offline dan online. Sedangkan alat analisis data menggunakan analisis regresi berbasis SPSS 23.0. Hasil studi ini diharapkan mampu memberikan kontribusi pada pengembangan ilmu pengetahuan manajemen pemasaran jasa dan relational marketing yang secara praktis bermanfaat untuk meningkatkan kinerja pemasaran salon kecantikan. Kata kunci: Individual Interaction Capability, Relational Interaction Capability, Emotional Value Co-Creation, Social Value Co-Creation, Market Performance.

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > HB Economic Theory
Divisions: Fakultas Ekonomi
Fakultas Ekonomi > Manajemen
Depositing User: Pustakawan 3 UNISSULA
Date Deposited: 09 Feb 2022 04:27
Last Modified: 09 Feb 2022 04:27
URI: http://repository.unissula.ac.id/id/eprint/22109

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