Articles

Exploring the Impact of Social Media on Entrepreneurial Branding: Small and Medium Enterprises in Lembang, Indonesia

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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.

Achieving New Exsport Brand Equity through Improvement of Social Media Marketing Effort (SMME) to Increase Sales

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The creative industry in Indonesia is currently in the spotlight because it contributes significant value to the economy in Indonesia. Therefore, bags brand also plays an increasingly important role in Indonesia’s manufacturing sector and bags industry is one of creative economy in Indonesia. But, fashion industry need more than just only good quality product or good design product, to compete in nowadays, a brand must develop their customer relationship followed by the brand perception. Developing a dynamic and competitive business world demands the company to changes the orientation to the way they create the product, maintain its products, attract customers, and handle competitors. A deep understanding of how product information of a brand competes in the minds of consumers in the intense market competition is very crucial. This research will be used to create a marketing plan for the Exsport bags brand. The study utilized to produce the alternative approach is based on observations of the brand’s internal and external analysis. The qualitative technique, and TOWS analysis are used in the strategy analysis. The qualitative method is used to assess existing market knowledge, which will lead to the identification of new brand value after rebranding, where TOWS analysis will define numerous potential strategies based on external and internal brand analysis. The strategy developed by this research focus on developing a new online media strategy to showcase Exsport’s new value, as well as the relevant strategy used by the firm to compete in the future market.