ACTUAL BEHAVIORAL STRATEGY AND CONVENIENCE TOWARDS CONSUMER SATISFACTION THROUGH BRAND IMAGE UMKM IN MEDAN CITY
Main Article Content
Bunga Aditi
The main indicators that make MSMEs experience many losses to the point of bankruptcy, including consumer demand for the product is decreasing, then the regulations and policies issued by the government do not provide direct benefits in developing MSMEs so that they are not felt directly by the community, especially Micro, Small and Medium Enterprises (MSMEs) who have to close for a long time. The purpose of this studyreview and analyze Online Marketing Strategies and Brand Image in Reducing Bankruptcy of MSMEs in Medan City.This study uses a data analysis method using SmartPLS software. The results of the study showActual behavior has a significant effect on brand image. Brand image has a significant effect on consumer satisfaction. Brand image as an intervening variable has a significant impact in increasing the influence of Actual behavior on consumer satisfaction.
Ade Resalawati, 2021. Pengaruh perkembangan usaha kecil menengah
Amri Amir, 2013. Analisis Pertumbuhan Ekonomi, Investasi, dan Inflasi di Indonesia, (Jurnal Kajian Ekonomi,Vol. 1, No. 02).
Dumairy, 2020 Perekonomian Indonesia, (Jakarta: Erlangga)
Ismayanti, 2010. Pengantar Pariwisata, (Jakarta: Grafindo).
Lincolin Arsyad, 2015. Ekonomi Pembangunan. Edisi 5, (Yogyakarta: UPP STIM YKPN).
Michael, Todaro, 2020. Pembangunan Ekonomi Di Dunia Ketiga, (Jakarta : Ghalia Indonesia).
M.L. Jhingan; penerjemah D. Guritno, 2014. “Ekonomi Pembangunan dan Perencanaan”, (Jakarta: Rajawali).
Navastara. (2014). Indonesia dalam Menghadapi Era Baru Ekonomi Kreatif. Jakarta: Bumi Aksara.
Pandji Anoraga, 2010. Ekonomi Islam Kajian Makro dan Mikro, (Yogyakarta: Dwi Chandra Wacana).
Partomo, T.S. dan Soejoedono, A.R. (2014). Ekonomi Skala Kecil/Menengah & Koperasi. Bogor: Ghalia Indonesia.
Raselawati, A. (2011). Pengaruh perkembangan usaha kecil menengah terhadap pertumbuhan ekonomi pada sektor UKM
Rahardjo Adisasmita, 2013. Teori-Teori Pembangunan Ekonomi, Pertumbuhan Ekonomi dan Pertumbuhan Wilayah: Cetakan Pertama, (Yogyakarta: Graha Ilmu).
Robinson Tarigan, 2014. Ekonomi Regional edisi. Revisi, (Jakarta:PT.Bumi Aksara).
Sadono, Sukirno, 2015. Ekonomi Pembangunan, Proses, Masalah dan Dasar Kebijaksanaan, (Jakarta : UI , LPFE)
Tiktik Sartika Partomo & Abd. Rachman Soejoedono, 2014. “Ekonomi Skala Kecil/Menengah dan Koperasi”. Jakarta: Ghalia Indonesia.
Tulus T.H. Tambunan, 2019. UMKM di Indonesia. Bogor : Ghalia Indonesia.
Tulus Tambunan, 2012. Usaha Mikro Kecil dan Menengah di Indonesia: Isu-Isu Penting. Jakarta: LP3ES, 2012.
Undang-Undang Nomor tahun 2008 tentang UMKM, Bab IV pasal 6.
Yesi Hendriani Supartoyo1 Jen Tatuh Recky H. E. Sendouw, the economic growth and the regionalcharacteristics: the case of indonesia.
http://jurnalmahasiswa.unesa.ac.id/index.php/jupe/article/view/16725/ diakses
