Co-creation of Small-medium Enterprises

People's lifestyles tend to change every time particularly for the role of product that they consume in changing people lifestyles. Variations in consumer choices are shifting the consumers’ preferences from secondary to primary needs. Upon selecting products that will be consumed, consumers tend to choose items based on their preferences and cause the producers to fulfill the needs of their consumers. The process of fulfilling the consumers’ needs is supported through co-creation process. Co-creation allows the product to be customized according to the consumer's expectations. The dimension of co-creation that are examined in this study are multiple channels, options, transaction, and relationship. The study empirically tests the instrument for multidimensionality, reliability & validity using a confirmatory factor analysis (CFA) approach. The instrument is further found to be reliable, and has convergent and discriminant validity. In order to examine the scale's external validity and generalizability, it is administered to samples of 300 business owners of small medium scale in Bandung City area.