The effectiveness of brand equity able to develop the micro enterprise like burger stall at Durian Tunggal, Malacca

Zainuddin, Nor Azlila (2023) The effectiveness of brand equity able to develop the micro enterprise like burger stall at Durian Tunggal, Malacca. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

The aim of this research is to explore how brand equity influences the growth of micro businesses in Durian Tunggal. This study will also investigate the role of brand equity elements like brand awareness, perceived quality, and perceived value in fostering the development of such micro businesses. The significance of this study lies in the potential of leveraging brand equity to promote the growth of micro enterprises, specifically a burger business operating at a roadside stall. The research methodology includes selecting a research design, identifying data sources, determining the research strategy, setting the research location and duration, and discussing these aspects in detail. This chapter also delves into the design of questionnaires, survey results, and data analysis. The study was conducted in Durian Tunggal, Malacca, focusing on brand equity. Data was gathered from 307 respondents via a questionnaire survey. To test the hypotheses, a quantitative research approach was employed, using survey research methods and sampling techniques. The data was then analyzed using the Statistical Package for the Social Sciences (SPSS). The results from the Multiple Regression Analysis and Pearson’s Correlation Coefficient indicated that brand awareness, perceived quality, and perceived value have a significant and strong relationship with micro enterprise development. Among these, perceived value proved to be the most effective factor, with the highest Beta value. Further studies involving more small businesses and including customers in the surveys would be beneficial. More researchers should consider the growth of small businesses, both product and service-based, and their relationships beyond B2C to B2B. Lastly, understanding the impact of partnerships on investment decisions for advertising would also be valuable.

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