Brand store on marketing performance through customer network quality
Main Article Content
Abstract
A good relationship quality between business actors and consumers can encourage increased performance of MSMEs in the retail sector. This study examines the influence of brand store on marketing performance through the quality of customer networks. This study uses a quantitative approach as a research model, with a sample of 151 retail MSMEs in Pontianak selected through a purposive sampling method. Data were analyzed through Structural Equation Modeling (SEM) using the AMOS test tool version 23. This study found that brand store has a significant effect on marketing performance. The quality of customer networks can improve marketing performance, but does not show a direct impact. In addition, the quality of customer networks is unable to strengthen the relationship between brand store and marketing performance. The results show that brand store has a direct influence in improving marketing performance. Meanwhile, the quality of customer networks is not proven to play a role as a variable that strengthens the relationship between brand store and marketing performance directly.
Article Details
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
Ali, A. (2023). Meningkatkan kinerja pemasaran melalui customer involvement: Pengembangan service-dominant logic. Jurnal STIE Semarang (Edisi Elektronik), 15(2), 1–25. https://doi.org/10.33747/stiesmg.v15i2.621
Barus, D. R., Simamora, H. N., Sihombing, M. G. S., Panjaitan, J., & Saragih, L. S. (2023). Tantangan dan strategi pemasaran UMKM di era teknologi dan digitalisasi. Journal of Creative Student Research, 1(6), 357–365. https://doi.org/10.55606/jcsrpolitama.v1i6.3031
Daya, M., Siagian, Y. M., & Kurniawati, K. (2022). Influence of social media marketing activities against brand loyalty directly or through consumer satisfaction and brand equity on the largest e-commerce in Indonesia. Jurnal Aplikasi Manajemen, 20(4), 865–877. https://doi.org/10.21776/ub.jam.2022.020.04.09
Hayati, M. Z., & Aini, F. N. (2025). The impact of brand storytelling and brand image on marketing performance: A case study of Grab Indonesia. Jurnal Manajemen Bisnis, 12(1), 39–54. https://doi.org/10.33096/jmb.v12i1.974
Hidayanti, I., & Alhadar, F. M. (2021). Marketing network collaboration capability in improving SME performance in Ternate City. Society, 9(2), 458–476. https://doi.org/10.33019/society.v9i2.361
Kabiraj, S., & Joghee, S. (2023). Improving marketing performance: How business analytics contribute to digital marketing. International Journal of Technology Innovation and Management, 3(1), 9–18. https://doi.org/10.54489/ijtim.v3i1.209
Kumar, A., & Kim, Y. K. (2014). The store-as-a-brand strategy: The effect of store environment on customer responses. Journal of Retailing and Consumer Services, 21(5), 685–695. https://doi.org/10.1016/j.jretconser.2014.04.008
Liubana, A., Kowey, W. O., Alfonso, P. V., & Putra, W. P. (2023). Pengaruh strategi pemasaran digital, citra merek, dan loyalitas pelanggan terhadap kinerja penjualan produk fashion di e-commerce Shopee. Jurnal Bisnis dan Manajemen West Science, 2(4), 352–361. https://doi.org/10.58812/jbmws.v2i04.779
Maghsoudi-Ganjeh, Y., Khani, N., & Alem-Tabriz, A. (2021). Networking capability and commercialization performance: The role of network structure. Journal of Business-to-Business Marketing, 28(1), 51–68. https://doi.org/10.1080/1051712X.2021.1893033
Mante, G. D. K., Kohar, U. H. B. A., & Martey, E. M. (2023). Brand awareness and firm performance: The mediating role of brand love. International Journal of Academic Research in Economics and Management Sciences, 12(4), 298–314. https://doi.org/10.6007/IJAREMS/v12-i4/19899
McCollum, J., & Pepe, M. (2023). The impact of store brands on overall product category performance. Journal of Applied Business & Economics, 25(7), 57–69. https://doi.org/10.33423/jabe.v25i7.6657
Muchtar, M. A., & Sulistyowati, S. (2025). Urgensi penerapan strategi relationship marketing dalam menghadapi persaingan bisnis ditinjau dari perspektif Islam. Jurnal Ilmiah Ekonomi, Manajemen, Bisnis dan Akuntansi, 2(1), 589–600. https://doi.org/10.61722/jemba.v2i1.667
Na, M., Rong, L., Ali, M. H., Alam, S. S., Masukujjaman, M., & Ali, K. A. M. (2023). The mediating role of brand trust and brand love between brand experience and loyalty: A study on smartphones in China. Behavioral Sciences, 13(6), 502. https://doi.org/10.3390/bs13060502
Nurudin, N., Muyassarah, M., & Asyifa, L. N. (2021). Competitive advantage: Influence of innovativeness, marketing sensing capabilities, and brand image on marketing performance of MSEs. At-Taqaddum, 13(2), 197–212. https://doi.org/10.21580/at.v13i2
Pratama, D. A. (2024). Pengaruh brand image, brand awareness, dan brand trust terhadap customer loyalty pada Dee Coffee House Sidoarjo [Skripsi Sarjana, UPN Veteran Jawa Timur].
Propheto, A., Kartini, D., Sucherly, S., & Oesman, Y. (2020). Marketing performance as implication of brand image mediated by trust. Management Science Letters, 10(4), 741–746. https://doi.org/10.5267/j.msl.2019.10.023
Pusriadi, T., Wardhana, E. T. D. R. W., Murwani, D., & Rahayu, W. P. (2025). The influence of market orientation and entrepreneurial orientation on international MSMEs performance mediated by networking and learning orientation. Journal of Lifestyle and SDGs Review, 5(3), e05198. https://doi.org/10.47172/2965-730X.SDGsReview.v5.n03.pe05198
Rahmadi, Y., & Elsandra, Y. (2025). Pengaruh kualitas jaringan, harga, dan kualitas pelayanan terhadap loyalitas pelanggan yang dimediasi oleh kepuasan pelanggan. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 9(1), 2162–2189. https://doi.org/10.31955/mea.v9i1.5378
Rawati, F., Muharam, H., & Kartiko, E. (2019). Orientasi wirausaha dan network capability dalam upaya peningkatan kinerja pada IKM penyamakan kulit di Sukaregang Kabupaten Garut. Jurnal Wacana Ekonomi, 19(1), 1–12. https://doi.org/10.52434/jwe.v19i1.682
Ribek, P. K. (2021). Sustainable innovation and competitive advantage in improving the marketing performance of waste-based sculpture in Bali. Lekesan: Interdisciplinary Journal of Asia Pacific Arts, 4(2), 67–78. https://doi.org/10.31091/lekesan.v4i2.1758
Rubio, N., Villaseñor, N., & Yagüe, M. J. (2017). Creation of consumer loyalty and trust in the retailer through store brands: The moderating effect of choice of store brand name. Journal of Retailing and Consumer Services, 34, 358–368. https://doi.org/10.1016/j.jretconser.2016.07.014
Samirudin. (2023). Manajemen pemasaran dan nilai pelanggan. Nas Media Pustaka.
Sari, F. A. P. W., & Farida, N. (2020). Pengaruh orientasi pasar dan orientasi kewirausahaan terhadap kinerja pemasaran melalui inovasi produk sebagai variabel intervening (Studi pada UMKM Kuningan Juwana Kabupaten Pati). Jurnal Ilmu Administrasi Bisnis, 9(3), 345–352. https://doi.org/10.14710/jiab.2020.28117
Septianda, R., & Mardatillah, A. (2023). Kapabilitas relationship marketing terhadap kepuasan nasabah pada PT Bank Rakyat Indonesia (Persero) Tbk Cabang Unit Peranap Kabupaten Indragiri Hulu. Synergy: Jurnal Bisnis dan Manajemen, 3(1), 18–25. https://doi.org/10.52364/synergy.v3i1.25
Sumarmi, S., & Wijayanti, H. (2023). Brand experience dan brand loyalty: Mediated by brand trust. Jurnal Ilmiah Manajemen dan Bisnis, 9(3), 384–392. https://doi.org/10.22441/jimb.v9i3.16060
Udayana, I. B. N., & Farida, N. (2021). The role of customer networking capability effectiveness in enhancing the salespeople’s performance in small and medium enterprises. ASEAN Marketing Journal, 12(1), 134–144. https://doi.org/10.21002/amj.v12i2.12903