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All Journal Jurnal Computech & Bisnis (e-Journal) JURNAL ILMU MANAJEMEN DAN BISNIS Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship JIMF (JURNAL ILMIAH MANAJEMEN FORKAMMA) JMK Jurnal Manajemen dan Kewirausahaan Journal of Empowerment Community International Journal of Finance Research International Journal of Business, Economics, and Social Development International Journal of Community Service Jurnal Pengabdian dan Edukasi Sekolah (Jubaedah) Britain International of Humanities and Social Sciences (BIoHS) Journal Jurnal Dimamu Economics Professional in Action (E-Profit) Sinergi International Journal of Management and Business Jurnal Bhakti Karya dan Inovatif Journal of Business and Management Inaba Jurnal Maps (Manajemen Perbankan Syariah) In Search (Informatic, Science, Entrepreneur, Applied Art, Research, Humanism) Commercium: Journal of Business and Management Cakrawala : Management Science Journal
Aggi Panigoro Sarifiyono
Fakultas Ekonomi Dan Bisnis, Universitas Informatika Dan Bisnis Indonesia
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Public Health Social Sciences Other

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Journal : Cakrawala : Management Science Journal

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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 Ade Sintia Hendrian Aditya, Muhamad Sandy Agung Pramayuda Agus Rahayu Amni , Muhammad Anang Bambang Pujianto Aprianti, Vika Aris Hidalatullah Berry Lesmana Bob Foster Budiman Budiman Djohansyah, Muh. Deni Elan Rusnendar Evelyne Austine Sugandi Fahmy Septiadi faisal Reza Fernando, Rizki Gilang Gilang Hendriawan Hamzah, Encep Harini Fajar Ningrum Hasanah Hendriani, Ade Sintia Hernawan, Kartika Nursyabanita Imas Purnamasari Johnson Sinaga Karlina, Nichi Hana Kusumawardhani, Aninditha Putri Lestari, Anggita Libertia, Yosi Maharani, Hani Muhammad Deni Johansyah Muhammad Yusuf Nafilatun Nisa, Rahma Nindya Joandis Puteri Priyana, Indarta Purnama, Susan Purnomo, Budi Supriatono Rachman Kuswartanti, Dyah Rd. Zidni Rizan Al-Zhahir Yanuar Reyta, Fitriani Rizkiani, Meti Agni Saberina, Sabilla Setiana, Elia Sianturi, Todung Barita Sinaga, Johnson Sugiarta, Nugraha Susan Purnama Teguh Rahman Faiz Theresia Manalu Titan Parama Yoga Vanessa Gaffar Warsiati , Wiwi Wulan Julfiani Yanuar Ilham Zuyyina Rahmat, Hamzah