| dc.contributor.author | ['Suryani, Tatik -', 'Fauzi, Abu Amar', 'Nurhadi, Mochamad'] | |
| dc.date.accessioned | 2025-09-23T06:29:50Z | |
| dc.date.available | 2025-09-23T06:29:50Z | |
| dc.date.issued | 2021-08-14 00:00:00 | |
| dc.identifier.issn | - | |
| dc.identifier.uri | https://jurnal.ugm.ac.id/gamaijb/article/view/51886 | |
| dc.identifier.uri | http://digilib.fisipol.ugm.ac.id/repo/handle/15717717/24372 | |
| dc.description.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. | |
| dc.format | application/pdf | |
| dc.language.iso | eng | |
| dc.publisher | Master in Management, Faculty of Economics and Business, Universitas Gadjah Mada | |
| dc.relation.uri | https://jurnal.ugm.ac.id/gamaijb/article/view/51886/31935 | |
| dc.rights | ['Copyright (c) 2021 Gadjah Mada International Journal of Business', 'http://creativecommons.org/licenses/by-sa/4.0'] | |
| dc.subject | ['Management; Marketing', 'website quality, social media quality, brand awareness, E-WOM, brand image', 'M30; M31'] | |
| dc.title | Enhancing Brand Image in the Digital Era: Evidence from Small and Medium-sized Enterprises (SMEs) in Indonesia | |
| dc.type | Article | |
| dc.identifier.oai | oai:jurnal.ugm.ac.id:article/51886 | |
| dc.journal.info | ['Gadjah Mada International Journal of Business; Vol 23, No 3 (2021): September-December; 314-340', '2338-7238', '1411-1128'] | |
