Effect of Brand Orientation on Entrepreneurship Creativity in Small Medium Enterprises Brand

摘要

Brand orientation and entrepreneurship creativity are factors that must be considered by SMEs in implementing the brand. Integration both of these factors can increase the ability SMEs to manage the resources to create and pursue opportunities that are not recognized by competitors. Brand orientation and entrepreneurship creativity expected to be used as a model in the implementation of the brand in SMEs to create and build a strong brand and highly competitive. The purpose of this study is to propose a model that examines the impact of brand orientation on entrepreneurship creativity of SMEs for brand implementation in center of the shoe industry at Bandung. Design research using quantitative research explanatory. The study population is SMEs at Cibaduyut Bandung with a sample of 100 SMEs which already has its own brand. The sampling method with purposive sampling and analysis of data using multiple linear regression. The results showed that the brand orientation has an influence on the entrepreneurship creativity in implementation of brand shoes in SMEs Cibaduyut Bandung.