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All Journal Gadjah Mada International Journal of Business
Abu Amar Fauzi
Faculty of Economics and Business, Universitas Hayam Wuruk Perbanas, Surabaya, Indonesia
Economics, Econometrics & Finance

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Enhancing Brand Image in the Digital Era: Evidence from Small and Medium-sized Enterprises (SMEs) in Indonesia Tatik - Suryani; Abu Amar Fauzi; Mochamad Nurhadi
Gadjah Mada International Journal of Business Vol 23, No 3 (2021): September-December
Publisher : Master in Management, Faculty of Economics and Business, Universitas Gadjah Mada

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22146/gamaijb.51886

Abstract

This study aims to validate the essential antecedents of brand image enhancement in the digital era, based on a schematic theory. This study involved 400 respondents from four capital cities in Java, Indonesia, which comprise Surabaya, Jakarta, Bandung, and Yogyakarta, based on a quota sampling technique. The findings indicate that the quality of websites and social media sites may have no direct effects on brand image; any effects are transmitted through a serial mediation of brand awareness and E-WOM. Explicitly, the effect of a website’s quality on brand image is fully mediated, while social media’s quality effect on brand image is partially mediated through brand awareness and E-WOM. This study extends the current literature related to SMEs’ brand image. Also, this study offers practical recommendations for several stakeholders interested in empowering SMEs, including the government, entrepreneurship-based universities, and the SMEs themselves, who are all seeking strategies to enhance brand image while utilizing digital platforms such as social media and websites.
Co-Authors Mochamad Nurhadi, Mochamad Tatik - Suryani