Gemilang: Jurnal Manajemen dan Akuntansi
Vol. 3 No. 2 (2023): Jurnal Manajemen dan Akuntansi

BRAND STRENGTH FOR MICRO, SMALL,AND MEDIUM ENTERPRISES

I Nyoman Tri Sutaguna (Unknown)
Hardi Fardiansyah (Unknown)
Eka Hendrayani (Unknown)
Muhammad Yusuf (Unknown)

Article Info

Publish Date
02 Mar 2023

Abstract

This research is to find out about brand strength for Micro, Small and Medium Enterprises in West Java in the form of Brand Image and Identity and Brand Identity on Brand Love. This study used the AMOS SEM analysis method with a total of 147 respondents from Alunicorn consumers throughout Indonesia. The result of his research is that the influence of Brand Image and Identity is in the same direction as Brand Love.

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Journal Info
Gemilang: Jurnal Manajemen dan Akuntansi
Website

Abbrev

gemilang

Publisher

Sekolah Tinggi Ilmu Ekonomi Pariwisata Indonesia Semarang

Subject

Humanities

Description

berfokus pada penerbitan artikel berkualitas tinggi yang didedikasikan untuk semua aspek penelitian, masalah, dan perkembangan terbaru di bidang Ilmu Manajemen. Topik dalam Jurnal ini berkaitan dengan aspek apapun dari manajemen, namun tidak terbatas pada topik berikut : Manajemen Sumberdaya Manusia ...