Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
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This Author published in this journals
All Journal Business and Applied Management Journal
Riy Dewantoro
Universitas Asahan, Indonesia
Humanities Economics, Econometrics & Finance Education Environmental Science Social Sciences

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Employee Branding and Owner Personal Branding as Drivers of Customer Engagement: Evidence from Digital Small and Medium-sized Enterprises Hadi Suriono; Riy Dewantoro
Business and Applied Management Journal Vol. 4 No. 2 (2026)
Publisher : Al-Qalam Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61987/bamj.v4i2.2289

Abstract

The integration of employee branding and owner personal branding to enhance customer engagement among small and medium-sized enterprises (SMEs) utilizing digital platforms is crucial to examine. This study analyzes the partial and simultaneous effects of employee branding and owner personal branding on customer engagement. A descriptive-quantitative survey design was employed. The population comprised 15,178 SME actors across 12 sub-districts; proportionate stratified random sampling using the Slovin formula (e = 10%) yielded 99 respondents. Data were collected via a five-point Likert-scale questionnaire and analyzed using multiple linear regression. Employee branding has a significant positive effect on customer engagement (β₁ = 0.589; t = 6.203; p < 0.001), as does owner personal branding (β₂ = 0.358; t = 3.693; p < 0.001). The integrated model explains 85.0% of the variance in customer engagement (R² = 0.850; F = 274.817; p < 0.001). These findings contribute to the employer branding literature in the SME-digital context and offer practical guidance for SME practitioners in designing integrated branding strategies that combine employee brand commitment with authentic owner communication on social media platforms.
Co-Authors Hadi Suriono