Itqon Brand Management Capability Efforts to Improve Marketing Performance of Umkm Franchise in West Java Province

Abstract

This study aims to develop a new conceptual model that addresses the limitations of previous studies and fills the gap in research on the integration of brand management and marketing performance, with a particular emphasis on the concepts of Dynamic Marketing Capability and Brand Image Excellence. The proposed concept, Itqon Brand Management Capability, is expected to enhance brand image excellence. The research sample consisted of franchise-based MSMEs (Micro, Small, and Medium Enterprises) located in West Java Province, with a total of 311 questionnaires distributed. Data were analyzed using Structural Equation Modeling (SEM) with AMOS software version 22. The results showed that Customer Learning Capability and Competitor Learning Capability had a positive effect on Itqon Brand Management Capability. Furthermore, Itqon Brand Management Capability had a significant effect on Marketing Performance. However, this study found that Brand Image Excellence did not have a direct impact on Marketing Performance.