Abstract :

This study aims to analyze the impact of social media on entrepreneurial branding in the Lembang area, West Bandung, focusing on 10 (ten) business units that use social media platforms to build their brand image. In today’s digital era, social media plays an increasingly important role in marketing strategies, allowing entrepreneurs to increase consumer engagement and expand market reach. Through a quantitative approach, this study uses simple linear regression analysis to identify the relationship between the intensity of social media use and the strength of branding perceived by consumers. Data were collected through surveys filled out by business owners and consumers who engage with the brand on social media. The results show that the use of social media has a significant influence on entrepreneurial branding and contributes to strengthening entrepreneurial branding. Several recommendations are given to small and medium business actors in utilizing social media to strengthen their brand image.

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Keywords :

Branding, Entrepreneurial, Lembang, SMEs, Social Media

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