Branding Capability, Innovation and Business Performance

Evidence from Small and Medium Enterprises Coffee Cafes in Indonesia

DOI

10.2991/aebmr.k.210928.006How to use a DOI?

Keywords

branding capability, innovation, business performance, small and medium enterprises

Abstract

Purpose-The purpose of this paper is to examine the effect of branding capability on innovation-mediated business performance. This paper also examines the hypothesized influence on Small and Medium Enterprises engaged in food and beverages in the form of coffee cafes serving Indonesian coffee originating from Indonesia. Design / methodology / approach - This study was use 150 coffee café in the former of Besuki Residency, East Java Indonesia as a sample and Path analysis method for examining/analyzing the effect of each variable. Findings - The results of this study indicated that the direct effect of branding capability on the businesses performance of small and medium enterprises coffee café was significant, as well as the indirect effect of the effect of branding capability on the business performance of small and medium enterprises coffee cafes through innovation is was also significant. Originality / value – This paper has proven empirically, that innovation in small and medium enterprises is positively related with branding capabilities and business performance. These findings are important to complement and support the previous research, that innovation in small and medium enterprises has contributed to improving branding capabilities and business performance, especially in facing the new normal era today. If small and medium enterprises want to survive and be more advanced, they need a high ability to innovate to improve their branding capabilities and business performance. the next novelty is still rarely found research with the same object as this research.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

TY  - CONF
AU  - Yuslinda Dwi Handini
AU  - Edriana Pangestuti
AU  - Suharyono
AU  - Sunarti
PY  - 2021
DA  - 2021/09/30
TI  - Branding Capability, Innovation and Business Performance
BT  - Proceedings of the 3rd Annual International Conference on Public and Business Administration (AICoBPA 2020)
PB  - Atlantis Press
SP  - 26
EP  - 29
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210928.006
DO  - 10.2991/aebmr.k.210928.006
ID  - Handini2021
ER  -