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Journal : Mamangan Social Science Journal

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 A.A.N. Oka Suryadinatha Gorda Adnyana, I Gede Suka Adriati, I Gusti. Ayu Wirati Agus Fredy Maradona AMARTHA, Made Putra Jaya Anak Agung Dwi Widyani Anak Agung Ngurah Eddy Supriyadinata Gorda Anak Agung Putu Suryandari Anak Agung Sagung Dinda Savitri Devi Anak Agung Sagung Dinda Savitri Devi Ananta Wijaya, Gede Tika Antara, Made Ermawan Yoga Apriliathi, Ni Putu Siska Ari, Gede Yona Krisna Armita, I Nyoman Bellinda Octavia, Vania Cintya Dewi, Putu Cremadin, Putu Shata Deby Angraini, Ni Putu Desak Made Febri Purnama Sari Dewi, Luh Gede Rusmaya Dewi, Ni Luh Ayu Trisna DHARMA, I Nyoman Setia Dimastari, Ni Nyoman Diwya, Ketut Gede Sri Dwinata G, I Made Adhitya Eka Pratama, I Gusti Bagus Agung Cahya Diatmika Elly Sutrisni Fadlilah, Muhammad Arif Febri Purnama Sari, Desak Galang Aristha, I Dewa Made Gede Sri Darma Gorda, A.A Ngr Oka Suryadinatha Gorda, A.A.A. Ngr Sri Rahayu Gorda, Anak Agung Ngurah Oka Suryadinatha Gusi Putu Lestara Permana Gusti Alit Suputra Handayani, Kadek Handayani, Made I Gede Sanica I Gede Suka Adnyana I Gusti Bagus Udayana I Made Darma Prasada I Made Suidarma I Wayan Artha Pradana I Wayan Septa Wijaya Ida Ayu Intan Swandewi Ida Ayu Iswari Pidada Ida Ayu Parwati Ida Ayu Putu Widani Sugianingrat Ida Ayu Putu Widani Sugianingrat Ida Nyoman Basmantara Ida Nyoman Basmantra Indriastuti, Ratih Jaya, I Ketut Aditya Jaya, I Ketut Wira Dharma Jaya, Putu Primayana Surya Kadek Ayu Maysia Danalia Mas Kadek Pande Widana Putra Kadek Paramitha Mega Widya Dewi Kirana, Ayu Mas Yindu Komang Santi Sapitri Komang Sri Rahayu Komang Sri Widiantari Krismajayanti, Ni Putu Ari Lestari Widya Lim, Rebecca Kristanti Lingga Aqila Maharani Made Egie Tresna Wismawan Made Pradnya Wulandari Mahyuni, Luh Putu Manik Parasari, Nyoman Sri Manuaba, Ida Bagus Purwa Arsha Mirah, Gusti Ayu Mirandasari, Ni Made Indah Mulyawan, I Putu Agoes Hendriki Ngakan Bagus Prasasta Sudiatmika Ni Ketut Elly Sutrisni, Ni Ketut Elly Ni Ketut Karwini Ni Luh Bintang Maha Putri Ni Luh Nadia Eka Yanthi Ni Luh Yogiswari Ananda Laksmi Ni Nyoman Sri Wisudawati Ni Putu Sintya Paramita Ni Wayan Lasmi NK Jaya NK Jaya, NK Nurul Qomariah Oktavenia, Kadek Ayuk Riska Pandiangan, Predik Parasari, Nyoman Sri Manik Pradipta Arba, Ida Bagus Agung Rama Putra, Kadek Pande Widana Putri, Ni Luh Putu Mahasuri Harnelia Putu Aryantini Sangging Putu Cintya Dewi Raka, Anak Agung Gede Resmini, Komang Tri Resubun, Richard Irianto Ridwan, Wachid Rosmiati, Kadek Ayu Anjani Sagitarini, Ni Km Tri Sukma Sari, Eulis Intan Sari, Putu Ratna Juwita Sarmawa, I Wayan Gde Satria, I Kadek Eko Bayu Sufridayani, Kadek Sukmana, Oktiana Triperani Suputra , Gusti Alit Susanti, Gusti Ayu Komang Viona Ary Suwira, I Wayan Tantra, I Gusti Lanang Putu Tiara Dewi, Ni Kadek Ajus Vinco, Yeo Wijayanti, Ni Kadek Wiwin Asrya Wirajaya, Anak Agung Ngurah Mayun Wirsa, I Nengah Wulansari, Ida Ayu Komang Yudiari, Luh Gede Ervina Asri yuliaratih, kadek ayu silvia