Enhancing Brand Image in the Digital Era: Evidence from Small and Medium-sized Enterprises (SMEs) in Indonesia

  • Tatik Suryani Universitas Hayam Wuruk Perbanas
  • Abu Amar Fauzi Universitas Hayam Wuruk Perbanas
  • Mochamad Nurhadi Universitas Hayam Wuruk Perbanas
Keywords: website quality, social media quality, brand awareness, E-WOM, brand image

Abstract

This study aims to validate the essential antecedents of brand image enhancement in the digital era, based on a schematic theory. This study involved 400 respondents from four capital cities in Java, Indonesia, which comprise Surabaya, Jakarta, Bandung, and Yogyakarta, based on a quota sampling technique. The findings indicate that the quality of websites and social media sites may have no direct effects on brand image; any effects are transmitted through a serial mediation of brand awareness and E-WOM. Explicitly, the effect of a website’s quality on brand image is fully mediated, while social media’s quality effect on brand image is partially mediated through brand awareness and E-WOM. This study extends the current literature related to SMEs’ brand image. Also, this study offers practical recommendations for several stakeholders interested in empowering SMEs, including the government, entrepreneurship-based universities, and the SMEs themselves, who are all seeking strategies to enhance brand image while utilizing digital platforms such as social media and websites.

Author Biographies

Tatik Suryani, Universitas Hayam Wuruk Perbanas

Suryani, Tatik is a Dean of the Faculty of Economics and Business at the Universitas Hayam Wuruk Perbanas, Surabaya, Indonesia. She earned a doctoral degree (2002) in management, especially in marketing management, from Universitas Airlangga and got Professor in 2007. Her research interest deals with consumer behavior and marketing. She has published scientific articles in numerous reputable journals, including the Journal of Islamic Marketing, Journal of Relationship Marketing, and International Journal of Innovation, Creativity, and Change. Author’s contact detail: Faculty of Economics and Business; Universitas Hayam Wuruk Perbanas; Jl. Wonorejo Utara 16 Rungkut, Surabaya, Indonesia; +62811336931; tatik@perbanas.ac.id 

Abu Amar Fauzi, Universitas Hayam Wuruk Perbanas

Fauzi, Abu Amar is an assistant professor in the Faculty of Economics and Business at the Universitas Hayam Wuruk Perbanas, Surabaya, Indonesia. He earned a bachelor of art (2012) in English Language and Literature from Universitas Negeri Malang and his master of management in marketing management from Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya. He is currently a Ph.D. Candidate in Department of Business Administration at National Taiwan University of Science and Technology. His current research mainly focuses on consumer behavior, the adoption behavior of technology-based services, and digital marketing. He has published academic articles in the Journal of Islamic Marketing, International Journal of Economics Education and Development, International Journal of Business and Society, Journal of Relationship Marketing, Asia Pacific Journal of Marketing and Logistics, and Journal of Small Business Management. Author’s contact detail: Faculty of Economics and Business; Universitas Hayam Wuruk Perbanas; Jl. Wonorejo Utara 16, Rungkut, Surabaya, Indonesia; +6285132557357; abu.amar@perbanas.ac.id

Mochamad Nurhadi, Universitas Hayam Wuruk Perbanas

Nurhadi, Mochamad is a Deputy Dean of the Faculty of Technic and Design at the Universitas Hayam Wuruk Perbanas, Surabaya, Indonesia. He earned an undergraduate degree in information systems (1993) from STIKOM Surabaya and his master of management in management from Institut Teknologi Sepuluh November Surabaya. His current research mainly focuses on the management of information systems and digital marketing. He has published academic articles in the Journal of Relationship Marketing, Journal of Management and Entrepreneurship, and Journal of Business and Banking. Author’s contact detail: Faculty of Technic and Design; Universitas Hayam Wuruk Perbanas; Jl. Wonorejo Utara 16, Rungkut, Surabaya, Indonesia; +6281357775432; nurhadi@perbanas.ac.id 

References

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Published
2021-08-14
How to Cite
Suryani, T., Fauzi, A. A., & Nurhadi, M. (2021). Enhancing Brand Image in the Digital Era: Evidence from Small and Medium-sized Enterprises (SMEs) in Indonesia. Gadjah Mada International Journal of Business, 23(3), 314-340. Retrieved from https://jurnal.ugm.ac.id/v3/gamaijb/article/view/15757