The Roles Of Creative Content And Business Strategy In Improving Business Performance

Abstract

With the rising ubiquity of digital technology, OOH (hereinafter abbreviated Out-of-Home) media industry has gained more popularity in recent years. There are twomain business formats in this industry: the Digital Out of Home format and Physical Out Of Home format. The market of media industry in Indonesia is dominated by two or three companies that control more than 30% of each business format. The industry is also characterized by the decline in sales prices due to competition, which pushes the level of profitability downwards. Such conditions demand the leverage of creative content and the corresponding business strategy to turn around the overall profitability of the industry. Therefore, this study aims at examiningthe influence of creative content and business strategy on business performance in OOH Media Industry. The sampling technique used was stratified random sampling. The sample consisted of OOH media companies located in Jakarta, Bandung and Surabaya. The results showed that both creative content and business strategy significantly influenced business performance. The study also proved that business strategy in the form of competitive and cooperative strategies played a greater role than creative content in the form of User Experience Value Proposition, Digital Evolution Scanning Skills dan Improvisation