Analysis Customer Relationship Orientation and Sustainability Marketing: The Mediating Role of Co-Creation Value in MSMEs
DOI:
https://doi.org/10.38035/dijemss.v7i6.6525Keywords:
Co-Creation Value, Customer Relationship Orientation, Sustainability Marketing, Product Life Cycle, Food and Beverage MSMEsAbstract
Growing pressure to adopt sustainable business practices has not been accompanied by comparable progress among Micro and Small Enterprises (MSMEs), despite high levels of digital adoption. This gap highlights the need to understand how customer-oriented relational strategies can be translated into concrete sustainability marketing practices. This study examines the effect of Customer Relationship Orientation (CRO) on Sustainability Marketing across the Product Lifecycle (SMLC), with Co-Creation Value (CCV) serving as a mediating mechanism.A quantitative causal survey was conducted involving 168 Food and Beverage MSMEs in West Java, selected through purposive sampling based on active digital marketing usage and business maturity. Data were collected between July 2024 and April 2025 and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM).The findings reveal that CRO significantly enhances Co-Creation Value, which in turn strengthens sustainability marketing practices across the product lifecycle. However, CRO does not directly influence sustainability marketing outcomes, confirming the presence of full mediation. These results demonstrate that relational orientation alone is insufficient to generate sustainability impact unless activated through collaborative value-creation processes. Co-Creation Value functions as a strategic mechanism that enables resource-constrained MSMEs to convert relational strength into practical sustainability initiatives, including environmentally responsible packaging and improved waste management. This study clarifies the relational mechanism through which customer orientation supports life-cycle-based sustainability marketing in resource-constrained MSMEs.
References
Annahli, Y. M., Hurriyati, R., and Monoarfa, H. 2023. The effect of e-CRM on customer loyalty of McDonald's Indonesia. Jurnal Dimmensi, 3(2), Pages 61-65. DOI: https://doi.org/10.32897/dimmensi.v3i2.2729
Ansell, C., Sørensen, E., and Torfing, J. 2022b. Co-Creation for sustainability: The UN SDGs and the power of local partnership. Emerald Group Publishing Ltd. DOI: https://doi.org/10.1108/9781800437982
Barbosa, A. J. D., Santos, V. H. P., Araújo, P. C., Medeiros, F. L., and Otaviano, L. Y. S. 2021. Eco-product development combining eco-design and life cycle assessment. Benchmarking, 28(2), Pages 502-516. DOI: https://doi.org/10.1108/BIJ-04-2020-0160
BPS. 2023. Profil industri mikro dan kecil 2022 Indonesia. Jakarta: Badan Pusat Statistik.
BPS Provinsi Jawa Barat. 2023. Profil industri mikro dan kecil Provinsi Jawa Barat 2021. Bandung: BPS Provinsi Jawa Barat.
BPS Provinsi Jawa Barat. 2024. Profil industri mikro dan kecil Provinsi Jawa Barat 2022 (Vol. 2). Bandung: BPS Provinsi Jawa Barat.
Brown, D. M., Apostolidis, C., Dey, B. L., Singh, P., Thrassou, A., Kretsos, L., and Babu, M. M. 2024. Sustainability starts from within: A critical analysis of internal marketing in supporting sustainable value Co-Creation in B2B organisations. Industrial Marketing Management, 117, Pages 14-27. DOI: https://doi.org/10.1016/j.indmarman.2023.12.006
D'Souza, C., Nanere, M., Marimuthu, M., Arwani, M., Nguyen, D., and Nguyen, N. 2025. Sustainability leverage, customer orientation, and firm performance: An empirical study of SMEs in Indonesia. Sustainable Development. DOI: https://doi.org/10.1002/sd.3472 (Catatan: Halaman belum tersedia karena publikasi 2025)
Fitriani, R. and Sultan, M. A. 2019. Model bisnis kanvas sebagai solusi inovasi bagi bisnis kecil. Jurnal Ilmu Manajemen & Bisnis, 10(2), Pages 197-202. DOI: https://doi.org/10.30872/jimb.v10i2.15177.
Frías-Jamilena, D. M., Polo-Peña, A. I., Peco-Torres, F., and Sabiote-Ortíz, C. M. 2024. Can co-creating a "slow destination" image boost sustainability? Journal of Destination Marketing & Management, 32, Pages 100898. DOI: https://doi.org/10.1016/j.jdmm.2024.100898
Grunwald, G. 2022. Sustainability Co-Creation in digitalized global value chains. Strategic Change, 31(1), Pages 19-29. DOI: https://doi.org/10.1002/jsc.2477
Hair, J. F., Hult, G. T. M., Ringle, C. M., and Sarstedt, M. 2017. A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (2nd ed.). Thousand Oaks: SAGE Publications.
Hair, J. F., Risher, J. J., Sarstedt, M., and Ringle, C. M. 2019. When to use and how to report the results of PLS-SEM. European Business Review, 31(1), Pages 2–24. DOI: https://doi.org/10.1108/EBR-11-2018-0203
Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., and Danks, N. 2021. Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R. Springer.
Henseler, J., Ringle, C. M., and Sarstedt, M. 2015. A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), Pages 115–135. DOI: https://doi.org/10.1007/s11747-014-0403-8
Hunt, S. D. and Madhavaram, S. 2012. Managerial action and resource-advantage theory: Conceptual frameworks emanating from a positive theory of competition. Journal of Business & Industrial Marketing, 27(7), Pages 582-591. DOI: https://doi.org/10.1108/08858621211257356
Hunt, S. D. and Morgan, R. M. 1995. The comparative advantage theory of competition. Journal of Marketing, 59(2), Pages 1-15. DOI: https://doi.org/10.2307/1252069
Innocent, M., Lecompte, A. F., Guillemot, S., and Divard, R. 2024. Environmentally sustainable food: An analysis of consumer practices in France. British Food Journal, 126(2), Pages 548-577. DOI: https://doi.org/10.1108/BFJ-09-2023-0797
Islam, M. M., Ab Talib, M. S., and Muhamad, N. 2024. Islamic marketing and circular economy to foster sustainability of product life cycle enhancement. In Contributions to management science (Part F3298), Pages 121-137. DOI: https://doi.org/10.1007/978-3-031-61778-2_7
Jayachandran, S., Sharma, S., Kaufman, P., and Raman, P. 2005. The role of relational information processes and technology use in CRM. Journal of Marketing, 69(4), Pages 177-192. DOI: https://doi.org/1509/jmkg.2005.69.4.177
Kamboj, S., Yadav, M., Rahman, Z., and Goyal, P. 2016. Impact of social CRM capabilities on firm performance. International Journal of Information Systems in the Service Sector, 8(4), Pages 1-16. DOI: https://doi.org/10.4018/IJISSS.2016100101
Kristinae, V., Sambung, R., Meitiana, Mering, L., Dwiatmadja, C., and Tunjang, H. 2023. Application of RBV theory in entrepreneurial orientation and CRM. Uncertain Supply Chain Management, 11(2), Pages 707-712. DOI: https://doi.org/10.5267/j.uscm.2023.1.010
Kumari, S., Venkatesh, V. G., Deakins, E., Mani, V., and Kamble, S. 2023. Agriculture value chain sustainability during COVID-19. International Journal of Logistics Management, 34(2), Pages 280-303. DOI: https://doi.org/10.1108/IJLM-04-2021-0247
Lee, C. M. J., Che-Haa, N., and Alwi, S. F. S. 2021. Service customer orientation and social sustainability in SMEs. Journal of Business Research, 122, Pages 751-760. https://doi.org/10.1016/j.jbusres.2019.12.048
Lewis, E. J., Burrell, D. N., Richardson, K., et al. 2023. Marketing innovation responsiveness in F&B. In Real-world solutions for diversity, strategic change, and organizational development, Pages 196-216. DOI: https://doi.org/10.4018/978-1-6684-8691-7.ch011
Lima, N. T. Y., Haro-Zea, K. L., and Saavedra, R. A. D. 2024. Digital marketing and customer orientation as predictors of sustainability in tourism SMEs. Innovative Marketing, 20(1), Pages 160-171. DOI: https://doi.org/10.21511/im.20(1).2024.14
Matarazzo, M., Oduro, S., and Marsigalia, B. 2024. A meta-analysis on the role of green marketing in SMEs. In Palgrave studies of cross-disciplinary business research (Part F3457). DOI: https://doi.org/10.1007/978-3-031-65587-6_3
Maxwell, D. and Van der Vorst, R. 2003. Developing sustainable products and services. Journal of Cleaner Production, 11(8), Pages 883-895. DOI: https://doi.org/10.1016/S0959-6526(02)00164-6
Mena, J. A., Hult, G. T. M., Ferrell, O. C., and Zhang, Y. 2019. Sustainability-centered customer-brand relationships. Journal of Business Research, 95, Pages 531-543. DOI: https://doi.org/10.1016/j.jbusres.2018.07.038
Morgan, N. A. and Feng, H. 2024. Marketing capabilities and Shelby Hunt. Journal of Marketing Management, 40(13-14), Pages 1224-1244. DOI: https://doi.org/10.1080/0267257X.2024.2311110
Morgan, R. M. and Hunt, S. D. 1994. The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), Pages 20-38. DOI: https://doi.org/10.2307/1252308
Munawar, M. M., Hurriyati, R., Disman, D., and Gaffar, V. 2023. Improving business performance through EO, product innovation, and Co-Creation Value. International Journal of Innovative Research and Scientific Studies, 6(3), Pages 618-625. DOI: https://doi.org/10.53894/ijirss.v6i3.1694
Ngo, L. V., Shinkle, G. A., and Patterson, P. G. 2024. A collision of strategic orientations. Australian Journal of Management, 49(2), Pages 272-289. DOI: https://doi.org/1177/03128962221130943
Nurhayati, F. 2023. Prinsip berkelanjutan: Kunci industri makanan dan minuman. [Online]. Retrieved November 28, 2025, from: Katadata.
Palakshappa, N. and Dodds, S. 2021. Mobilising SDG 12 through brands. Marketing Intelligence & Planning, 39(2), Pages 265-283. DOI: https://doi.org/10.1108/MIP-08-2018-0360
Pandey, R., Kumari, S., Shrivastava, P., and Rai, U. K. Sustainable marketing practices: a potential strategy for sustainable development in emerging economies. International conference on marketing paradigms in emerging economies, Theme: sustainable Marketing Practices. SSRN. Pages 417-423. [Online]. Retrieved November 28, 2025, from: http://ssrn.com/abstract=2232169
Prahalad, C. K. and Ramaswamy, V. 2004. Co-creating unique value with customers. Strategy & Leadership, 18(3), Pages 4-9. DOI: https://doi.org/10.1002/dir.20015
Rachão, S. A. S., Breda, Z., Fernandes, C., and Joukes, V. 2021. Food-and-wine-experiences towards Co-Creation. Tourism Review, 76(5), Pages 1050-1066. https://doi.org/10.1108/TR-01-2019-0026
Rahman, M. A., Islam, M. A., Esha, B. H., Sultana, N., and Chakravorty, S. 2018. Consumer buying behaviour towards online shopping. Cogent Business & Management, 5(1), Pages 1514940. https://doi.org/10.1080/23311975.2018.1514940
Ramaswamy, V. and Ozcan, K. 2016. Brand value Co-Creation in a digitalized world. International Journal of Research in Marketing, 33(1), Pages 93-106. https://doi.org/10.1016/j.ijresmar.2015.07.001
Rita, P., Tiago, M. T. B., and Sousa, N. 2024. Empirical insights into co-creation, satisfaction, and willingness to pay. Journal of Tourism and Services, 15(29), Pages 133-152. https://doi.org/10.29036/jots.v15i29.804
Rudawska, E. 2018. From sustainable market orientation to Sustainability Marketing. In The sustainable marketing concept in European SMEs, Pages 53-79. Emerald Group Publishing Ltd.
Salim, D. F., Hurriyati, R., and Sultan, M. A. 2021. Relationship marketing for B2B IndiHome consumer loyalty. Proceedings of the 5th GCBME, Pages 641-644. DOI: https://doi.org/10.2991/aebmr.k.210831.107
Salojärvi, H., Ritala, P., Sainio, L.-M., and Saarenketo, S. 2015. Synergistic effects of technology and customer relationship orientations. Journal of Business & Industrial Marketing, 30(5), Pages 511-520. https://doi.org/10.1108/JBIM-07-2012-0120
Scorrano, P., Iaia, L., Cavallo, F., and Fait, M. 2023. The online role of culinary tourism. In Technology, business and sustainable development, Pages 168-185. DOI: https://doi.org/10.4324/9781003293187-14
Sharma, P. 2021. Customer co-Creation, COVID-19 and sustainable service outcomes. Benchmarking, 28(7), Pages 2232-2258. https://doi.org/10.1108/BIJ-10-2020-0541
Tobing, L., Apsariputri, D., Pranata, C., Putri, G., Aurellia, M., Syaqra A., Abidin, E., Tanudiredja, B., Angelina, F., Shihab, S., Loebis, Z., Mariani, O., Choirunnisa, L., Shahbanu, A., and Agripina, P. 2024. From dream to reality: empowering Indonesian women entrepreneurs for a stronger society. Jakarta: BCG and Stellar Women.
Tuominen, S., Reijonen, H., Nagy, G., Buratti, A., and Laukkanen, T. 2023. Customer-centric strategy driving innovativeness. International Marketing Review, 40(3), Pages 479-496. https://doi.org/10.1108/IMR-09-2020-0215
UNDP Indonesia. 2023. UNDP launches a policy dialogue series on narrowing digital divide in Indonesia. [Online]. Retrieved March 28, 2025, from: https://www.undp.org/indonesia/press-releases/undp-launches-policy-dialogue-series-narrowing-digital-divide-indonesia.
Vargo, S. L. and Lusch, R. F. 2008. Service-dominant logic: Continuing the evolution. Journal of the Academy of Marketing Science, 36(1), Pages 1-10. https://doi.org/10.1007/s11747-007-0069-6
Vila, C., Abellán-Nebot, J. V., Albiñana, J. C., and Hernández, G. 2015. An approach to sustainable PLM. Procedia Engineering, 132, Pages 585-592. https://doi.org/10.1016/j.proeng.2015.12.608.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Arlin Ferlina Mochamad Trenggana, Arlin Ferlina Mochmad Trenggana, Ratih Hurriyati, Mokh Adib Sultan, Hilda Monoarfa
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish their manuscripts in this journal agree to the following conditions:
- The copyright on each article belongs to the author(s).
- The author acknowledges that the Dinasti International Journal of Education Management and Social Science (DIJEMSS) has the right to be the first to publish with a Creative Commons Attribution 4.0 International license (Attribution 4.0 International (CC BY 4.0).
- Authors can submit articles separately, arrange for the non-exclusive distribution of manuscripts that have been published in this journal into other versions (e.g., sent to the author's institutional repository, publication into books, etc.), by acknowledging that the manuscript has been published for the first time in the Dinasti International Journal of Education Management and Social Science (DIJEMSS).
