Brand Equity and Brand Image as Direct and Indirect Determining Factors of Small Business Growth

Fatimah, Darna, Nurul Hasanah, Elisabeth Y. M.

Abstract

This study aims to analyze how brand equity (BE) and brand image (BI) affect the Small/Medium Enterprises growth (“Naik Kelas”, i.e., NK) either directly or through a repeated buying process (PB). We use Structural Equation Model (SEM) analysis with data samples collected from 211 participants. The results of the study show that BI has a significant direct effect on SMEs to level up with the coefficient of determination r2 = 0.769, while the indirect effect is only r2 = 0.09 or 9%. Brand equity has a negative direct effect on SME's leveling up by r2 = 0.528, while its indirect effect is only r2 = 0.09 or 9%. Repeated purchases have a positive and significant direct effect of r2 = 0.482, while BE and BI have a small or very weak effect on repeat purchases. These results illustrate that brand image and brand equity play a significant role in leveling up SMEs, but on the other hand, they have a very weak effect on repeat purchases

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Paper Citation


in Harvard Style

Fatimah., Darna., Hasanah N. and Y. M. E. (2020). Brand Equity and Brand Image as Direct and Indirect Determining Factors of Small Business Growth. In Proceedings of the 9th Annual Southeast Asian International Seminar - Volume 1: ASAIS, ISBN 978-989-758-518-0, pages 65-71. DOI: 10.5220/0010522100650071


in Bibtex Style

@conference{asais20,
author={Fatimah and Darna and Nurul Hasanah and Elisabeth Y. M.},
title={Brand Equity and Brand Image as Direct and Indirect Determining Factors of Small Business Growth},
booktitle={Proceedings of the 9th Annual Southeast Asian International Seminar - Volume 1: ASAIS,},
year={2020},
pages={65-71},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0010522100650071},
isbn={978-989-758-518-0},
}


in EndNote Style

TY - CONF

JO - Proceedings of the 9th Annual Southeast Asian International Seminar - Volume 1: ASAIS,
TI - Brand Equity and Brand Image as Direct and Indirect Determining Factors of Small Business Growth
SN - 978-989-758-518-0
AU - Fatimah.
AU - Darna.
AU - Hasanah N.
AU - Y. M. E.
PY - 2020
SP - 65
EP - 71
DO - 10.5220/0010522100650071