SMEs Internationalization Process through Brand Awareness and Perceived Quality
The development of technological knowledge of SMEs is increasing, and the dynamics in the global economy had a significant effect on SMEs. SMEs need to expand their market share to expand in international markets. This research examined the effects of brand awareness and perceived quality on the internationalization process of SMEs that were carried out on 367 SMEs in Madura. The research results indicated that the brand awareness variable had no significant effect on the internationalization process of SMEs. The significance value was more significant than 0.05, namely 0.079 > 0.05, and had a smaller tcount than ttable, namely 1.760 < 1.966. Meanwhile, the perceived quality variable had a significant effect on the internationalization process of SMEs because the significance value obtained was smaller than 0.05, namely 0.000 < 0.05, and had a greater tcount than ttable, namely 8.671 > 1.966. The variables of brand awareness and perceived quality simultaneously had a significant effect on the internationalization process of SMEs. The analysis results showed that the magnitude of the effects of brand awareness and perceived quality on the internationalization process of SMEs was only 24.9%. The remaining 75.1% might be affected by variables not mentioned in this research.
Abou-Shouk, M., & Soliman, M. (2021). The impact of gamification adoption intention on brand awareness and loyalty in tourism: The mediating effect of customer engagement. Journal of Destination Marketing and Management, 20(August 2020), 100559. https://doi.org/10.1016/j.jdmm.2021.100559
Ariffin, S., Yusof, J. M., Putit, L., & Shah, M. I. A. (2016). Factors Influencing Perceived Quality and Repurchase Intention Towards Green Products. Procedia Economics and Finance, 37(16), 391–396. https://doi.org/10.1016/s2212-5671(16)30142-3
Arikunto, S. (2017). Metodologi Penelitian Suatu Pendekatan Proposal. Jakarta: Rineka Cipta.
Bagheri, M., Mitchelmore, S., Bamiatzi, V., & Nikolopoulos, K. (2019). Internationalization Orientation in SMEs: The Mediating Role of Technological Innovation. Journal of International Management, 25(1), 121–139. https://doi.org/10.1016/j.intman.2018.08.002
Denicolai, S., Zucchella, A., & Magnani, G. (2021). Internationalization, digitalization, and sustainability: Are SMEs ready? A survey on synergies and substituting effects among growth paths. Technological Forecasting and Social Change, 166(December 2020), 120650. https://doi.org/10.1016/j.techfore.2021.120650
Falahat, M., Ramayah, T., Soto-Acosta, P., & Lee, Y. Y. (2020). SMEs internationalization: The role of product innovation, market intelligence, pricing and marketing communication capabilities as drivers of SMEs’ international performance. Technological Forecasting and Social Change, 152(November 2019), 119908. https://doi.org/10.1016/j.techfore.2020.119908
Foroudi, P. (2019). Influence of brand signature, brand awareness, brand attitude, brand reputation on hotel industry’s brand performance. International Journal of Hospitality Management, 76(October 2017), 271–285. https://doi.org/10.1016/j.ijhm.2018.05.016
Germann, R., Kurth, L., & Matthiesen, S. (2020). Disruptive factors in the evaluation of perceived quality aspects – consideration of the brand influence. International Journal of Industrial Ergonomics, 76(January). https://doi.org/10.1016/j.ergon.2020.102931
Graciola, A. P., De Toni, D., Milan, G. S., & Eberle, L. (2020). Mediated-moderated effects: High and low store image, brand awareness, perceived value from mini and supermarkets retail stores. Journal of Retailing and Consumer Services, 55(April), 102117. https://doi.org/10.1016/j.jretconser.2020.102117
Homburg, C., Klarmann, M., & Schmitt, J. (2010). Brand awareness in business markets: When is it related to firm performance? International Journal of Research in Marketing, 27(3), 201–212. https://doi.org/10.1016/j.ijresmar.2010.03.004
Kim, S. (Sam), Choe, J. Y. (Jacey), & Petrick, J. F. (2018). The effect of celebrity on brand awareness, perceived quality, brand image, brand loyalty, and destination attachment to a literary festival. Journal of Destination Marketing and Management, 9(November 2016), 320–329. https://doi.org/10.1016/j.jdmm.2018.03.006
Konuk, F. A. (2021). The moderating impact of taste award on the interplay between perceived taste, perceived quality and brand trust. Journal of Retailing and Consumer Services, 63(June), 102698. https://doi.org/10.1016/j.jretconser.2021.102698
Marakanon, L., & Panjakajornsak, V. (2017). Perceived quality, perceived risk and customer trust affecting customer loyalty of environmentally friendly electronics products. Kasetsart Journal of Social Sciences, 38(1), 24–30. https://doi.org/10.1016/j.kjss.2016.08.012
Ng, K.-S., Ahmad, A. R., Chan Wei, K., & Hairul Rizad Md, S. (2017). SMES Are Embracing Innovation for Business Performance. Journal of Innovation Management in Small and Medium Enterprises, 2017, 1–17. https://doi.org/10.5171/2017.824512
Rubio, N., Oubiña, J., & Villaseñor, N. (2014). Brand awareness-Brand quality inference and consumer’s risk perception in store brands of food products. Food Quality and Preference, 32(PC), 289–298. https://doi.org/10.1016/j.foodqual.2013.09.006
Sugiyono. (2016). Memahami Penelitian Kualitatif. Bandung: Alfabeta.
Wirapraja, A., & Subriadi, A. P. (2019). Effectiveness of Social Commerce in Influencing Repurchase Intention: A Systematic Literature Review. Proceedings - 2019 International Conference on Computer Science, Information Technology, and Electrical Engineering, ICOMITEE 2019, 1, 24–29. https://doi.org/10.1109/ICOMITEE.2019.8921184
Zucchella, A., Palamara, G., & Denicolai, S. (2007). The drivers of the early internationalization of the firm. Journal of World Business, 42(3), 268–280. https://doi.org/10.1016/j.jwb.2007.04.008