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All Journal Animal Production : Indonesian Journal of Animal Production Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Mamangan Social Science Journal
Ida Ayu Parwati
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Religion Agriculture, Biological Sciences & Forestry Arts Humanities Biochemistry, Genetics & Molecular Biology Economics, Econometrics & Finance Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Veterinary

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Journal : Mamangan Social Science Journal

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Exploration of Co-Creation Strategy: On the “Collaboration for Innovation” Program in the Digital Era Parwati, Ida Ayu; Martini, Ida Ayu Oka
Jurnal Mamangan Vol 13, No 1 (2024): Jurnal Ilmu Sosial Mamangan Accredited 2 (SK Dirjen Ristek Dikti No. 0173/C3/DT
Publisher : LPPM Universitas PGRI Sumatera Barat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22202/mamangan.v13i1.8067

Abstract

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.
Co-Authors Anak Agung Istri Agung Maheswari Anastasia Sischa Jati Utami, Anastasia Sischa Jati Anggan Suhandana I Putu Dharmawan Pradhana Ida Ayu Oka Martini M.Pd S.T. S.Pd. I Gde Wawan Sudatha . Nyoman Dantes Parasari, Nyoman Sri Manik