The importance of brand orientation to the business strategy of small and medium enterprises / Angga Febrian ... [et al.]

Febrian, Angga and Patil, Brenda and Wibasuri, Anggalia Wibasuri and Novita Sari and Nyimas Latifah Azzahra and Pratama, Dafa Rafif and Indah Purnomowati (2024) The importance of brand orientation to the business strategy of small and medium enterprises / Angga Febrian ... [et al.]. Asia-Pacific Management Accounting Journal (APMAJ), 19 (3): 4. pp. 71-92. ISSN 2550-1631

Abstract

This study investigated how adopting social media and e-commerce can improve business strategies and have implications for increasing the revenue of small and medium enterprises (SMEs). The researchers conducted a study with 110 respondents of small and medium enterprises in Indonesia using two stages of analysis, namely a measurement model to assess validity and reliability and a structural model to test the hypothesis. The findings of the study revealed that social media and e-commerce have a significant impact on business strategies. This finding suggests that social media and e-commerce platforms increase visibility and access to a wider market and enable more personalized interactions with customers, optimization of marketing strategies, and operational efficiency. Other findings suggest that brand orientation can strengthen the influence of social media and e-commerce adoption on business strategies. Brand orientation is crucial in strengthening the relationship between social media and e-commerce adoption in SME business strategies. By focusing on brand orientation, SMEs can create a consistent and attractive identity across digital platforms, increasing consumer awareness and brand loyalty.

Metadata

Item Type: Article
Creators:
Creators
Email / ID Num.
Febrian, Angga
angga.febrian@ feb.unila.ac.id
Patil, Brenda
UNSPECIFIED
Wibasuri, Anggalia Wibasuri
UNSPECIFIED
Novita Sari
UNSPECIFIED
Nyimas Latifah Azzahra
UNSPECIFIED
Pratama, Dafa Rafif
UNSPECIFIED
Indah Purnomowati
UNSPECIFIED
Subjects: H Social Sciences > HD Industries. Land use. Labor > Small business. Medium-sized business
Divisions: Universiti Teknologi MARA, Shah Alam > Accounting Research Institute (ARI)
Journal or Publication Title: Asia-Pacific Management Accounting Journal (APMAJ)
UiTM Journal Collections: Listed > Asia-Pacific Management Accounting Journal (APMAJ)
ISSN: 2550-1631
Volume: 19
Number: 3
Page Range: pp. 71-92
Keywords: Social Media and E-Commerce Adoption, Brand Orientation, Business Strategy, Small and Medium Enterprises
Date: December 2024
URI: https://ir.uitm.edu.my/id/eprint/111189
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