https://firstcierapublisher.com/index.php/luxury/issue/feed 2025-02-21T17:52:09+00:00 Open Journal Systems <p><strong>Luxury: Landscape of Business Administration</strong> (Online ISSN: 2988-7585; Print ISSN: 2988-7593) is a research journal that aims to investigate and analyze phenomena in the context of business administration. This topic can cover various aspects related to the industry, such as brand management, marketing strategy, supply chain management, customer experience, or financial analysis from both casual to prestigious sectors. This journal examines how businesses operate in an evolving global context, considering factors such as economic developments, consumer trends, sustainability, and the impact of technology on the industry. This journal also discusses the specific challenges faced by businesses, including intense competition, maintenance of brand image, or strict regulation. This journal includes a theoretical review of the concept of business administration, as well as research methods used in such research, such as case studies, surveys, data analysis, or interviews. This journal exclusively publishes articles every January and July.</p> https://firstcierapublisher.com/index.php/luxury/article/view/103 2025-02-21T17:52:09+00:00 Luciana Fransisca luciana.fransisca@lecturer.pelitaindonesia.ac.id Nicholas Renaldo nicholasrenaldo@lecturer.pelitaindonesia.ac.id Teddy Chandra teddy.chandra@lecturer.pelitaindonesia.ac.id Yvonne Augustine yvonne.augustine@trisakti.ac.id Sulaiman Musa sulaiman.musa@gmail.com

<p>This study investigates how digital innovation capability and customer value co-creation influence the performance of new products, with digital transformation maturity serving as a moderating variable. The novelty of this research is the development of indicators, especially on the variable of co-creation of customer value. This quantitative research will collect data using a structured questionnaire, employing a 6-point Likert scale. The data will be analyzed using Structural Equation Modeling (SEM) to examine the relationships between variables and test the proposed hypotheses. The sample size will be a minimum of 155 respondents. The findings confirm that Digital Innovation Capability and Customer Value Co-Creation positively influence New Product Performance. However, Digital Transformation Maturity does not strengthen these relationships, suggesting that high levels of digital maturity may introduce rigidity, reduce human-led innovation, and shift focus toward efficiency rather than customer engagement. Future studies should compare different industries (manufacturing, services, technology) to explore whether digital transformation maturity has varying effects on product performance. Future research should track the long-term impact of digital innovation and customer co-creation on new product success over multiple years.</p>

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