THE IMPORTANCE OF BRAND POWER TO BUILD MSME SUSTAINABILITY
Keywords:
Brand Power, MSME Sustainability, Cianjur Regency
Abstract
One of the most important factors that can improve the sustainability of MSMEs is brand strength. The purpose of this study is to know and explain the importance of brand strength in the sustainability of MSMEs in Cianjur Regency. This research data is MSME actors in Cianjur Regency with a population of 31,926. This study's methodology is descriptive and quantitative. Using a web.raosoft.com sample size and a 10% error rate, a sample of 100 respondents was obtained for this study's sampling technique. Respondents were given questionnaires in the form of questions as part of the data collection approach used in this study. This study's analysis technique was simple linear regression analysis. The findings demonstrated that, with a 50.6% influence from brand strength and a 49.4% influence from other factors, brand strength had a favorable and significant impact on the sustainability of MSMEs.References
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Candraningrat, I., Abundanti, N., Mujiati, N., & Erlangga, R. (2021). The role of financial technology on development of MSMEs. Accounting, 7(1), 225-230.
Cheung, M. L., Pires, G., & Rosenberger, P. J. (2020). The influence of perceived social media marketing elements on consumer–brand engagement and brand knowledge. Asia Pacific Journal of Marketing and Logistics, 32(3), 695–720. https://doi.org/10.1108/APJML-04-2019- 0262
De, D., Chowdhury, S., Dey, P. K., & Ghosh, S. K. (2020). Impact of lean and sustainability oriented innovation on sustainability performance of small and medium sized enterprises: a data envelopment analysis-based framework. International Journal of Production Economics, 219, 416-430.
Dewi, N. K. M., & Wardana, I. M. (2023). The Role of Brand Trust in Mediating the Effect of Social Media Marketing on Brand Loyalty at Falala Chocolate Customers in Denpasar. Jurnal Ekonomi & Bisnis JAGADITHA, 10(2), 134-143.
Dolińska-Weryńska, D., & Weryński, P. (2020). The value of innovative brands of enterprises from the
MSME sector. Innovation and entrepreneurship. Theory and Practice, 19.
Dumitriu, D., Militaru, G., Deselnicu, D. C., Niculescu, A., & Popescu, M. A. M. (2019). A perspective over modern SMEs: Managing brand equity, growth and sustainability through digital marketing tools and techniques. Sustainability, 11(7), 2111.
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Mendrofa, K. J. (2024). The Effect of Green Marketing, Sustainable Market Research, and Consumer Engagement on Brand Loyalty and Consumer Legitimacy in MSMEs in Indonesia. International Journal of Business, Law, and Education, 5(1), 824-836. Africa (Doctoral dissertation, University of the Witwatersrand, Faculty of Commerce, Law and Management, School of Economic and Business Sciences).
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Ningsih, W. (2019). The Mediated Competitive Advantage Effect Of Brand Image, Customer Engagement, And Brand Reputation On Msme Performance. Jurnal Ilmiah Ilmu Manajemen, 1(1), 01-20.
Rusmahafi, F. A., & Wulandari, R. (2020a). The Effect of Brand Image, Service Quality, and Customer Value on Customer Satisfaction. International Review of Management and Marketing, 10(4), 68–77. https://doi.org/10.32479/irmm.9939
Rusmahafi, F. A., & Wulandari, R. (2020b). The Effect of Brand Image, Service Quality, and Customer Value on Customer Satisfaction. International Review of Management and Marketing, 10(4), 68–77. https://doi.org/10.32479/irmm.9939
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9010.90.6.1217
Sivakami, B. U., & Suresh, M. (2023). Factors Influencing MSMEs Performance. In Proceedings of the International Conference on Industrial Engineering and Operations Management. 13th Annual International International Conference on Industrial Engineering and Operations Management, Manila, Philippines. https://doi. org/10.46254/AN13 (Vol. 20230433).
Sugiana, N. S. S., Rahayu, A., Wibowo, L. A., Gafar, V., & Dirgantari, P. D. (2023). Hidden Cost Marketing: Descriptive Analysis of Digital Marketing Strategies and Creating Branding for MSMEs. Journal of Marketing Innovation (JMI), 3(1).
Sugiyono (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung : Alfabeta.
Suranto, S., Afianto, T. R., Muslimah, E., & Pratiwi, I. (2023). Business System Development Strategies In MSMEs In Order To Sustanable Increase. Jurnal Info Sains: Informatika dan Sains, 13(03), 703- 711.
Teguh, S., Hartiwi, P., Ridho, B. I., BACHTIAR, S. H., SYNTHIA, A. S., & Noor, H. A. (2021). Innovation capability and sustainable competitive advantage: An entrepreneurial marketing perspective. The Journal of Asian Finance, Economics and Business, 8(5), 127-134.
Tewary, A. K., & Mehta, R. (2021). Brand development and entrepreneur’s role in small businesses.
Journal of Research in Marketing and Entrepreneurship, 23(1), 159-174.
Tiep Le, T., Ngo, H. Q., & Aureliano-Silva, L. (2023). Contribution of corporate social responsibility on SMEs' performance in an emerging market–the mediating roles of brand trust and brand loyalty. International Journal of Emerging Markets, 18(8), 1868-1891.
Tiep Le, T., Ngo, H. Q., & Aureliano-Silva, L. (2023). Contribution of corporate social responsibility on SMEs' performance in an emerging market–the mediating roles of brand trust and brand loyalty. International Journal of Emerging Markets, 18(8), 1868-1891.
Wibowo, J., Riyanto, D. Y., Erstiawan, M. S., & Martono, S. (2024). The Influence of Product Branding on Purchase Decisions through Brand Image (Study on Ecocreative Products of MSMEs in East Java). International Journal of Design Innovation, 3(1), 11-23.
Ananda, Y. P. (2022). Building And Communicating Brand By Micro, Small And Medium Enterprises (Msmes). Jees: Journal Of Economic Empowerment Strategy, 5(2), 68-81.
Arikunto, S. (2019). Prosedur Penelitian. Jakarta: Rineka cipta.
Benardi, B., Chaidir, M., Amelia, Y., & Qalbia, F. (2022, June). Sustainable Digital Marketing Strategies for Enhancing Micro, Small and Medium Enterprises Product Branding. In Proceeding of The International Conference on Economics and Business (Vol. 1, No. 1, pp. 244-252).
Boateng, E., Amoako, S., Amoako, K., Acheampong, K., & Abraham, A. (2022). The Role Impact of Corporate Social Responsibility (CSR) In Building Small and Medium Enterprises (SMEs) Brand Image in Ghana. International Journal of Current Science Research and Review, 5(05).
Candraningrat, I., Abundanti, N., Mujiati, N., & Erlangga, R. (2021). The role of financial technology on development of MSMEs. Accounting, 7(1), 225-230.
Cheung, M. L., Pires, G., & Rosenberger, P. J. (2020). The influence of perceived social media marketing elements on consumer–brand engagement and brand knowledge. Asia Pacific Journal of Marketing and Logistics, 32(3), 695–720. https://doi.org/10.1108/APJML-04-2019- 0262
De, D., Chowdhury, S., Dey, P. K., & Ghosh, S. K. (2020). Impact of lean and sustainability oriented innovation on sustainability performance of small and medium sized enterprises: a data envelopment analysis-based framework. International Journal of Production Economics, 219, 416-430.
Dewi, N. K. M., & Wardana, I. M. (2023). The Role of Brand Trust in Mediating the Effect of Social Media Marketing on Brand Loyalty at Falala Chocolate Customers in Denpasar. Jurnal Ekonomi & Bisnis JAGADITHA, 10(2), 134-143.
Dolińska-Weryńska, D., & Weryński, P. (2020). The value of innovative brands of enterprises from the
MSME sector. Innovation and entrepreneurship. Theory and Practice, 19.
Dumitriu, D., Militaru, G., Deselnicu, D. C., Niculescu, A., & Popescu, M. A. M. (2019). A perspective over modern SMEs: Managing brand equity, growth and sustainability through digital marketing tools and techniques. Sustainability, 11(7), 2111.
Ifield, J. D., & Yang, C. H. (2022). Arranged Marriages in Multilateral Partnerships—Investigating Sustainable Human Development Financing of Belize in the World Bank Group: A Brand Relationship Theory Approach. Journal of Open Innovation: Technology, Market, and Complexity, 8(4). https://doi.org/10.3390/joitmc8040197
Febrian, A., Nani, D. A., Lina, L. F., & Husna, N. (2022). The Role of Social Media Activities to Enhance Brand Equity. Journal of Economics, Business, & Accountancy Ventura, 25(1), 20.
Helmi, S., & Setyadi, B. (2022). Mediation Role of Brand Image and Brand Quality on the Effect of Sales Promotion on Purchase Decisions: Study of Indonesian MSMEs. Central European Management Journal, 30(4), 566-577.
Khudhair, H. Y., Jusoh, A., Mardani, A., & Nor, K. Md. (2019). Quality Seekers As Moderating Effects Between Service Quality and Customer Satisfaction in Airline Industry. International Review of Management and Marketing, 9(4), 74–79. https://doi.org/10.32479/irmm.8144
Kusuma, H. W., & Azizi, E. (2023). Effective Marketing Training For Msmes With The Concept of Technopreneur. Abdi Dosen: Jurnal Pengabdian Pada Masyarakat, 7(3), 869-882.
Masrun, S., Gisip, I. A., & Sumin, V. (2023). Effects of Perceived Quality and Brand Loyalty on Perceived Brand Equity of Sabah SMEs’ Food Brands: The Moderating Role of Brand Credibility. RES MILITARIS, 13(1), 3769-3777.
Maziriri, E. T. (2018). The impact of green marketing practices on competitive advantage and business performance among manufacturing small and medium enterprises (SMEs) in South Africa (Doctoral dissertation, University of the Witwatersrand, Faculty of Commerce, Law and Management, School of Economic and Business Sciences).
Mendrofa, K. J. (2024). The Effect of Green Marketing, Sustainable Market Research, and Consumer Engagement on Brand Loyalty and Consumer Legitimacy in MSMEs in Indonesia. International Journal of Business, Law, and Education, 5(1), 824-836. Africa (Doctoral dissertation, University of the Witwatersrand, Faculty of Commerce, Law and Management, School of Economic and Business Sciences).
Mujianto, M., Hartoyo, H., Nurmalina, R., & Yusuf, E. Z. (2023). The unraveling loyalty model of traditional retail to suppliers for business sustainability in the digital transformation era: Insight from MSMEs in Indonesia. Sustainability, 15(3), 2827.
Ningsih, W. (2019). The Mediated Competitive Advantage Effect Of Brand Image, Customer Engagement, And Brand Reputation On Msme Performance. Jurnal Ilmiah Ilmu Manajemen, 1(1), 01-20.
Rusmahafi, F. A., & Wulandari, R. (2020a). The Effect of Brand Image, Service Quality, and Customer Value on Customer Satisfaction. International Review of Management and Marketing, 10(4), 68–77. https://doi.org/10.32479/irmm.9939
Rusmahafi, F. A., & Wulandari, R. (2020b). The Effect of Brand Image, Service Quality, and Customer Value on Customer Satisfaction. International Review of Management and Marketing, 10(4), 68–77. https://doi.org/10.32479/irmm.9939
Salanova, M., Agut, S., & Peiró, J. M. (2005). Linking organizational resources and work engagement to employee performance and customer loyalty: The mediation of service climate. In Journal of Applied Psychology (Vol. 90, Issue 6, pp. 1217–1227). https://doi.org/10.1037/0021-
9010.90.6.1217
Sivakami, B. U., & Suresh, M. (2023). Factors Influencing MSMEs Performance. In Proceedings of the International Conference on Industrial Engineering and Operations Management. 13th Annual International International Conference on Industrial Engineering and Operations Management, Manila, Philippines. https://doi. org/10.46254/AN13 (Vol. 20230433).
Sugiana, N. S. S., Rahayu, A., Wibowo, L. A., Gafar, V., & Dirgantari, P. D. (2023). Hidden Cost Marketing: Descriptive Analysis of Digital Marketing Strategies and Creating Branding for MSMEs. Journal of Marketing Innovation (JMI), 3(1).
Sugiyono (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung : Alfabeta.
Suranto, S., Afianto, T. R., Muslimah, E., & Pratiwi, I. (2023). Business System Development Strategies In MSMEs In Order To Sustanable Increase. Jurnal Info Sains: Informatika dan Sains, 13(03), 703- 711.
Teguh, S., Hartiwi, P., Ridho, B. I., BACHTIAR, S. H., SYNTHIA, A. S., & Noor, H. A. (2021). Innovation capability and sustainable competitive advantage: An entrepreneurial marketing perspective. The Journal of Asian Finance, Economics and Business, 8(5), 127-134.
Tewary, A. K., & Mehta, R. (2021). Brand development and entrepreneur’s role in small businesses.
Journal of Research in Marketing and Entrepreneurship, 23(1), 159-174.
Tiep Le, T., Ngo, H. Q., & Aureliano-Silva, L. (2023). Contribution of corporate social responsibility on SMEs' performance in an emerging market–the mediating roles of brand trust and brand loyalty. International Journal of Emerging Markets, 18(8), 1868-1891.
Tiep Le, T., Ngo, H. Q., & Aureliano-Silva, L. (2023). Contribution of corporate social responsibility on SMEs' performance in an emerging market–the mediating roles of brand trust and brand loyalty. International Journal of Emerging Markets, 18(8), 1868-1891.
Wibowo, J., Riyanto, D. Y., Erstiawan, M. S., & Martono, S. (2024). The Influence of Product Branding on Purchase Decisions through Brand Image (Study on Ecocreative Products of MSMEs in East Java). International Journal of Design Innovation, 3(1), 11-23.
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