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All Journal Agrikultura EQIEN - JURNAL EKONOMI DAN BISNIS Journal of Empowerment Community International Journal of Business, Economics, and Social Development Economics Professional in Action (E-Profit) Jurnal Ekonomi Manajemen Akuntansi Jurnal Abdimas Maduma Sinergi International Journal of Management and Business Jurnal Bhakti Karya dan Inovatif Journal of Business and Management Inaba In Search (Informatic, Science, Entrepreneur, Applied Art, Research, Humanism) Commercium: Journal of Business and Management Cakrawala : Management Science Journal Jurnal Ilmiah Manajemen Dan Kewirausahaan
Saberina, Sabilla
Program Studi Manajemen, Fakultas Ekonomi Dan Bisnis, Universitas Informatika Dan Bisnis Indonesia
Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

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The Role of Entrepreneurial Marketing in Strengthening Brand Image of E-Commerce SMEs: A Systematic Literature Review Sarifiyono, Aggi Panigoro; Rusnendar, Elan; Pujianto, Anang Bambang; Saberina, Sabilla; Purnama, Susan; Fernando, Rizki Gilang; Sinaga, Johnson
CAKRAWALA : Management Science Journal Vol. 3 No. 1 (2026): Cakrawala: Management Science Journal - January
Publisher : Yayasan Edukasi Cakrawala Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63541/1sfbsm05

Abstract

This study identifies entrepreneurial marketing strategies that enhance brand image in e-commerce SMEs through a systematic literature review (SLR) of 73 Scopus-indexed articles published between 2015 and 2024. Using thematic analysis and narrative synthesis, the study uncovers three key mechanisms: integration of entrepreneurial and market orientations, creation of emotional connections through social media, and development of brand management capabilities. Customer focus and emotional engagement are the strongest drivers of brand image, supported by digital technologies such as e-commerce platforms, artificial intelligence, and social media marketing. The effectiveness of these strategies is influenced by organizational readiness, market turbulence, competitive intensity, cultural context, and owner-manager characteristics. Research gaps remain in integrating entrepreneurial marketing and brand management frameworks, reliance on cross-sectional studies, and limited understanding of brand articulation capabilities. Practically, enhancing organizational readiness and strategic digital adoption are essential to optimize entrepreneurial marketing’s impact on brand image and competitiveness in e-commerce SMEs.
Co-Authors Adi Permana Sidik Aditya, Muhamad Sandy Aggi Panigoro Sarifiyono Anang Bambang Pujianto Andriya Risdwiyanto Aprianti, Vika Ariani, Dorothea Wahyu Arin Risdiana Ayu Nike Retnowati Bob Foster Elan Rusnendar Erviyani, Yulita Evelyne Austine Sugandi Fahmy Septiadi Fernando, Rizki Gilang Harianto Simarmata Harianto Simarmata Hidayat Rizky Pratama Ira Valentina Silalahi Kusumawardhani, Aninditha Putri Maulana, Ilham Kurniandi Mugi Puspita Ninggar Agustina Cindya Putri Nursantika, Taufan Priyana, Indarta Purnama, Susan Putra, Okta Eka Putri, Shinta Hartini Ratih Hadiantini Retno Widya Ningrum Rina Dwiarti Sianturi, Todung Barita Sinaga, Johnson Siska Hadiyanti Suprapto, Yetti Lutiyan Theresia Manalu Titania Indriani Uswatun Hasanah Vinna Permanawati