EKOMABIS: Jurnal Ekonomi Manajemen Bisnis
Vol. 2 No. 01 (2021): Ekomabis Edisi Januari 2021

Kekuatan Merek untuk Usaha Mikro Kecil Menengah (UMKM): (Brand Equity for Small Medium Micro Enterprises)

Esti Handayani (Unknown)
Muhamad Asari (Sekolah Tinggi Ilmu Ekonomi IPWI Jakarta)
Siti Mahmudah (Sekolah Tinggi Ilmu Ekonomi IPWI Jakarta)

Article Info

Publish Date
27 Jan 2021

Abstract

This study is to determine the strength of brands for Micro, Small and Medium Enterprises in South Kalimantan in the form of Image and Brand Identity and Brand Identity on Brand Love. This study used SEM AMOS analysis method with 150 respondents as consumers from the Alisa Khadijah ICMI Community throughout Indonesia. The results of his research show that the influence of Image and Brand Identity is in line with Brand Love. .

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Journal Info
EKOMABIS: Jurnal Ekonomi Manajemen Bisnis
Website

Abbrev

ekomabis

Publisher

Universitas Pelita Bangsa

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

EKOMABIS: Jurnal Ekonomi Manajemen Bisnis is a journal published twice a year (January and July) by LPPM Universitas Pelita Bangsa that focused on economics, management, and Business Studies. The aim of the journals is to disseminate the research in management studies that include marketing, ...