The impact of branding activities on small medium enterprise (SME's) food and beverage industries performance in Melaka

Mohd Khairudin, Nur Afiqah Amalina (2018) The impact of branding activities on small medium enterprise (SME's) food and beverage industries performance in Melaka. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

Branding is one of the important factors for the success of a large business. However, is branding important for Small Medium Enterprise (SME)? The purpose of this study is to look at the impact of branding activities on Small Medium Enterprise (SME) performance that carried out around Melaka, Malaysia. Literature studies show that there are four activities that are carried out to illustrate brands and branding, which are brand name,marketing platforms, brand identity, and brand loyalty as the independent variables associated with the dependent variable, companies’ performance. This study use quantitative research. Explanatory research is use to determine the relationship between variable. All data and answers from the questionnaire were collected and analysed. The total 150 respondents of SME are from food and beverage industry will select to answer the questionnaire. The method of the data analysis will measure by using descriptive analysis, correlation analysis,and regression analysis, then analysed using the SPSS Statistic Version 22.0. Research shows that performance of SME can be improved over time through branding activities. The researcher has completed and achieved all the research objectives where there is a significant relationship between branding activities with the SME’s performance.

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