This research focuses on the study of customer engagement in planning and deciding on products and services to be purchased through the salesperson. This is a study of the relationships between firms and customers based on collaboration theory, customer value, relationship marketing and resource-base view (RbV). the development of information technology causes the company to change the paradigm to become customer-centric. Customers are actively involved in creating value that suits the desired and customer experience. Financial services such as insurance is required to establish cooperation or strong collaboration so that both companies and customers get the expected benefits. The method used to analyze the model is multiple regression with a sample of 100 respondents in the life insurance company customers in Semarang. Sampling technique using purposive sampling. The co-creation value formed from collaborative values, customer perceptions and customer participation with the salesperson capability mediated generates unique co-creation values in accordance with customer wants and needs. Info Article Kapabilitas Sales Person pada Nilai Co-Creation Abstrak Penelitian ini menitikberatkan studi pada keterlibatan pelanggan dalam merencanakan dan memutuskan produk dan jasa yang akan dibeli melalui tenaga penjualan. Studi ini tentang hubungan antar perusahaan dan pelanggan yang berbasis pada teori relationship marketing, teori kolaborasi, nilai pelanggan, resource-base view (RbV

Market competitiveness shows a condition where a company can enter the market and survive in that market. In an economic environment experiencing a global crisis, it is important to study the factors of company competitiveness so that companies can compete in the global market. Therefore, this study aims to examine the relationship between the influence of capital structure, firm performance, and market competitiveness. This study took samples from manufacturing companies listed on the Indonesia Stock Exchange (IDX) for the period 2018 to 2020. The data collected are panel data that are quantitative in nature, analyzed by multiple regression, which is processed using the Eviews 9 software. The variables used are debt to asset ratio, debt to equity ratio, and current assets as indicators of capital structure, and return on assets and return on equity as indicators of firm performance are placed as independent variables, and firm size as control variables. The dependent variable is market competitiveness, which is proxied using the Herfindahl-Hirschman Index (HHI) measurement. The results of the analysis show that the debt to asset ratio, debt to equity ratio, return on assets, and firm size have no effect on market competitiveness. However, the current ratio has a negative effect, while the return on equity has a positive effect on market competitiveness. Thus, firm size does not act as a control variable in influencing market competitiveness.