Pengaruh Brand Image, Customer Engagement, dan Brand Reputation Terhadap Performa Perusahaan Dimediasi Keunggulan Bersaing

Tiffany Valencia Wong, Rosdiana Sijabat

Abstract


Pandemi Covid-19 berimbas Usaha Mikro, Kecil dan Menengah (UMKM) yang berdampak terhadap berbagai sektor. Menurut literatur yang digunakan, diketahui jika kinerja UMKM dapat ditingkatkan dengan mengacu pada faktor brand image, customer engagement, brand reputation, dan keunggulan bersaing. Penelitian ini bertujuan untuk mengetahui pengaruh brand image, customer engagement, dan brand reputation terhadap kinerja UMKM keunggulan bersaing. Penelitian ini merupakan penelitian kausal dengan populasi adalah UMKM yang berada di pulau Jawa. Teknik yang digunakan adalah simple random sampling, yakni seluruh populasi memiliki hal yang sama untuk dijadikan sebagai responden penelitian. Sampel penelitian merupakan 105 UMKM. Penelitian ini merupakan penelitian SEM-PLS dengan menggunakan bantuan software SmartPLS. Hasil penelitian menunjukkan bahwa brand image dan customer engagement memiliki pengaruh positif yang siginifikan terhadap keunggulan bersaing. Brand reputation tidak memiliki pengaruh terhadap keunggulan bersaing. Customer engagement dan keunggulan bersaing memiliki pengaruh positif yang siginifikan terhadap kinerja UMKM. Brand image dan brand reputation tidak memiliki pengaruh terhadap kinerja UMKM. UMKM dapat memanfaatkan customer engagement untuk meningkatkan keunggulan bersaing, yang pada akhirnya akan meningkatkan kinerjanya, perlu adanya evaluasi terhadap brand image dan reputation yang diterapkan oleh UMKM, dan juga UMKM dapat menyadari jika brand image dan reputationmerupakan sebuah modal yang dapat meningkatkan kinerjanya.

 

Covid-19 pandemic had an impact on every sector including Micro, Small and Medium Enterprises (MSMEs). According to the literature used, it is known that the performance of MSMEs can be improved by referring to the factors of brand image, customer engagement, brand reputation, and competitive advantage. This study aims to determine the effect of brand image, customer engagement, and brand reputation on the performance of MSMEs in competitive advantage. This research is causal research with the population is MSMEs on the Java island. The technique used is simple random sampling, which means the entire population has the same thing to be used as research respondents. The research sample is 105 SMEs. This research is a SEM-PLS research using SmartPLS software.The results showed that brand image and customer engagement had a significant positive effect on competitive advantage. Brand reputation had no influence on competitive advantage. Customer engagement and competitive advantage had a significant positive influence on the performance of MSMEs. Brand image and brand reputation had no influence on the performance of MSMEs. MSMEs can take advantage of customer engagement to increase competitive advantage, which in turn will improve their performance, it is necessary to evaluate the brand image and reputation applied by MSMEs, and MSMEs can realize that brand image and reputation is a capital that can improve its performance.


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DOI: https://doi.org/10.31294/widyacipta.v6i1.12094

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