Impact of Product Attractiveness and Techno-Entrepreneur through Brand Resonance: A Resource-Advantage Theory Approach
Keywords:
Brand Resonance, Marketing Performance, Product Attractiveness, Techno-EntrepreneurAbstract
In the current marketing 5.0 revolution, an entrepreneur is required to be able to attract consumers who continue to change with the attractiveness of a product. The relationship between consumers and the brands used must be created to build psychological connection, so as to improve marketing performance in the company. This study was conducted to determine the effect of product attractiveness and techno-entrepreneur on marketing performance through brand resonance as a mediation variable. This research is quantitative research and primary data obtained using questionnaires taken with purposive sampling techniques totaling 150 respondents from all fashion SMEs in Pontianak City. This research was conducted for about a month. Data was collected based on direct surveys which were then processed using SEM analysis. The results showed that product attractiveness has a positive and significant effect on brand resonance, techno-entrepreneur has a positive and significant effect on brand resonance, and brand resonance has a positive and significant effect on marketing performance, while product attractiveness has no effect on marketing performance. The suggestions for future researchers can apply different research methods with the aim of broadening the perspective in researching the same topic.
References
Abu-Bader, S. & Jones T. V. (2021). Statistical Mediation Analysis Using the Sobel Test and Hayes SPSS Process Macro. International Journal of Quantitative and Qualitative Research Methods, 9(1), 42–61.
Arbuckle, J. L. (2016). IBM® SPSS® Amos™ User’s Guide.
Bagat, prashant, & Shahoo, P. (2015). Effect of Elections on Indian Economy. 1(8), 28–37. https://tejas.iimb.ac.in/articles/Effect of Elections on Economy_Tejas_Jan2016.pdf
Batmetan, J. R., & Palilingan, V. R. (2022). Management Model Development for The Techno-Entrepreneurship Learning Sustainability in Higher Education. Indonesian Journal of Business and Entrepreneurship, 8(3), 345–350. https://doi.org/10.17358/ijbe.8.3.345
Business, S. B. E. T. H. Y. E. S. T. (2012). Technology Entrepreneurship: Overview, Definition, and Distinctive Aspects. Technology Innovation Management Review, 2, 5–12.
Chusniartiningsih, E., & Andjarwati, A. L. (2019). Pengaruh Kesadaran Merek dan Citra Merek Terhadap Loyalitas Pelanggan Dengan Kepercayaan Merek Sebagai Variabel Intervening. Jurnal Ilmu Manajemen, 7(1), 85–95.
Davidsson, P. (2016). What Is Entrepreneurship? International Studies in Entrepreneurship, 33(3), 1–19. https://doi.org/10.1007/978-3-319-26692-3_1
Erianti, V. D., Setyawati, S. M., & Suparno, C. (2023). Peran Self Congruity dan Brand Image Dalam Memediasi Pengaruh Brand Personality Terhadap Brand Love. Jurnal Ekonomi, Bisnis, dan Akuntansi, 25(2), 1-12.
Fatchurrohman, N., Yetrina, M., & Farid, M. (2023). Perancangan dan Pengembangan Produk Baru Kerajinan Lokal di Kampung Akrilik. Majalah Ilmiah UPI YPTK, 30(2), 52–58. https://doi.org/10.35134/jmi.v30i2.153
Fitriani, L. K., & Ferdinand, A. T. (2015). Acculturative Iconic Product Attractiveness and Marketing Performance. Journal of Global Strategic Management, 2(9), 15–15. https://doi.org/10.20460/jgsm.2015915570
Gaskin, J., Lim, J. (2016), Ukuran Kesesuaian Model. StatWiki Gaskinasi.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th ed.). Pearson Prentice Hall.
Hidayah, A., & Purnadi. (2017). Pengaruh Strategi Pemasaran dan Orientasi Wirausaha Terhadap Kinerja Pemasaran Yang Dimoderasi Oleh Lingkungan Persaingan Pada Industri Batik Sokaraja, Kabupaten Banyumas. Prosiding Seminar Nasional Riset Manajemen & Bisnis, 2005, 182-192 Diakses 12 Agustus 2022.
Hiong, L. S., Ferdinand, A. T., & Listiana, E. (2020). Techno-resonance innovation capability for enhancing marketing performance: a perspective of RA-theory. Business: Theory and Practice, 21(1), 329-339. https://doi.org/10.3846/btp.2020.12117
Israwati, Hermansyah, T. Irawan, Fajrig Arsyelan, & Avid Opel Alexander. (2023). Penerapan Strategi Pemasaran, Inovasi Produk Kreatif dan Orientasi Pasar Untuk Meningkatkan Kinerja Pemasaran Umkm Tekat Tiga Dara. Jurnal Pengabdian Ibnu Sina , 2(1), 72-76. https://doi.org/10.36352/j-pis.v2i1.510
Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology For Humanity. Published by John Wiley & Sons, Inc., Hoboken, New Jersey.
Kotler, P. (2013). Marketing, 9th penyunt. Pearson Australia.
Lukitaningsih, A., Cahya, A. D., & Octavian, P. (2024). Pengaruh Brand Ambassador NCT Dream, E-WOM, dan Brand Image terhadap Purchase Intention pada Produk Mie Instan Lemonilo. Jurnal Maksipreneur: Manajemen, Koperasi, Dan Entrepreneurship, 13(2), 497–513. https://doi.org/10.30588/jmp.v13i2.1708
Maisirata, P. (2022). Analisa Pengaruh dari Orientasi Pesaing, Kinerja Layanan Serta Daya Tarik Produk terhadap Kinerja Pemasaran (Studi Kasus Pengusaha UMKM Cafe dan Resto di Kota Pontianak). Mabis, 13(1).
McDonnell, T. E., Bail, C. A., & Tavory, I. (2017). A Theory of Resonance. Sociological Theory, 35(1), 1–14. https://doi.org/10.1177/0735275117692837
Mitcham, C., & Schatzberg, E. (2009). Defining technology and the engineering sciences. In Philosophy of technology and engineering sciences (pp. 27-63). North-Holland. https://doi.org/10.1016/B978-0-444-51667-1.50006-9
Moura, L. R. C., Ferreira, P. R., Oliveira, A. D. de, & Cunha, N. R. da S. (2019). Test and validity of the Brand Resonance Model’s. Revista Gestão & Tecnologia, 19(1), 4–24. https://doi.org/10.20397/2177-6652/2019.v19i1.1466
Munir, A. R., Ilyas, G. B., Maming, J., & Kadir, N. (2019). The effect of geo-cultural product attractiveness on marketing performance: A conceptual framework. Quality - Access to Success, 20(173), 54–58.
Murwaningsih, T. Wahjoedi, H. Wahyono, & B. E. Soetjipto. (2019). Job Satisfaction: Mediating Variable of Vocational High School Teacher’s Performance. Proceedings of the 2nd International Conference on Local Wisdom, INCOLWIS 2019, doi: 10.4108/eai.29-8-2019.2289120
Nurjanah, P. N. A., & Isa, M. (2021). Peningkatan Kinerja Pemasaran Melalui Orientasi Pasar Dan Orientasi Kewirausahaan Dengan Inovasi Produk Sebagai Variabel Intervening. Prosiding University Research Colloquium, 51–65. http://repository.urecol.org/index.php/proceeding/article/view/1612
Ramadzan, D. D. (2022). Analisis pengaruh citra merek, inovasi produk dan iklan terhadap kinerja pemasaran melalui keunggulan bersaing sebagai intervening. PRAGMATIS; Jurnal Manajemen Bisnis, 1(2), 100–111.
Rusdianti, E., Wardoyo, P., & Purwantini, S. (2019). The Effect Of Product Quality And ATM Strategy On Marketing Performance: Product Attraction As Intervening Variables (Study of the exhaust industry in Kabupaten Purbalingga). Dinamia Sosial Budaya, 21(1), 37–46. http://journals.usm.ac.id/index.php/jdsb
Setyawati, H. A. (2020). MEMBUAT PRODUK LOKAL MENARIK : PERAN NILAI ADAT DALAM PENINGKATAN. 746–755.
Sima, E. (2021). Managing a brand with a vision to marketing 5.0. MATEC Web of Conferences, 343, 07015. https://doi.org/10.1051/matecconf/202134307015
Sun, J. J., Bellezza, S., & Paharia, N. (2021). Buy Less, Buy Luxury: Understanding and Overcoming Product Durability Neglect for Sustainable Consumption. Journal of Marketing, 85(3), 28–43. https://doi.org/10.1177/0022242921993172
Suwangsih, I. (2021). Analisis of Repeat Order Decision on Nyuzuu Entrepreneurship Through Customer Satisfaction, Service Quality and Product Quality. Journal of Accounting, Entrepreneurship and Financial Technology (Jaef), 3(1), 15–32. https://doi.org/10.37715/jaef.v3i1.2220
Varadarajan, R. (2020). Customer information resources advantage, marketing strategy and business performance: A market resources based view. Industrial Marketing Management, 89(February), 89–97. https://doi.org/10.1016/j.indmarman.2020.03.003
Wijaya, B. S. (2019). Branderpreneurship: Kewirausahaan Berbasis Pengembangan Merek. Journal of Entrepreneurship, Management and Industry (JEMI), 2(4), 205–212. https://doi.org/10.36782/jemi.v2i4.1943
Yanuardianto, E. (2019). Teori Kognitif Sosial Albert Bandura (Studi Kritis Dalam Menjawab Problem Pembelajaran di Mi). Auladuna : Jurnal Prodi Pendidikan Guru Madrasah Ibtidaiyah, 1(2), 94–111. https://doi.org/10.36835/au.v1i2.235
