The effects of brand visibility, customer engagement, marketing influencer and online presence towards business performance of local brand product businesses

Uskar, Nurhidayah (2024) The effects of brand visibility, customer engagement, marketing influencer and online presence towards business performance of local brand product businesses. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

Customer satisfaction is paramount for businesses aiming to foster long-term relationships and secure repeat visits and sales. This study investigates the impact of brand visibility, customer engagement, marketing influencer, and online presence on the business performance of local brand product businesses in Malacca. A sample of 120 respondents involved in selling local products participated in the research. The study utilizes descriptive statistics, correlation analysis, and other quantitative techniques to analyse the relationships between these social media elements and overall business performance. The findings reveal that brand visibility, customer engagement, marketing influencer, and online presence significantly influence the business performance of local brand product businesses. Descriptive statistics indicate high levels of agreement among respondents regarding the positive impact of each element. Correlation analysis underscores the interconnected nature of these variables, with strong positive relationships observed. The study affirms that maintaining a robust online presence and utilizing social media strategies contribute positively to the overall business performance of local brands in Malacca. As businesses continue to navigate the competitive landscape, understanding the intricate relationships among brand visibility, customer engagement, marketing influencer, and online presence becomes crucial for crafting effective social media strategies. This research provides valuable insights into optimizing these elements for enhanced business performance, with implications for marketing and management practices in the context of local brand product businesses in Malacca. Further studies may explore variations in sample size or population across different regions, offering a more comprehensive understanding of the factors influencing customer satisfaction and business performance in the evolving landscape of social media marketing.

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