Despite having a strategic position in supporting the Indonesian economy, the productivity of SME’s is still suboptimal. The increase in the number of SME’s has not been followed by increased competitiveness due to various limitations experienced by this sector. In an effort to provide a comprehensive picture in improving the performance of food processing SME’s in developing countries such as Indonesia, the purpose of this study was to examine the function of product innovation, internet marketing, and brand identity in shaping competitive advantage having an impact on business performance. This research is focused on food processing SME’s in the city of Bogor. The number of samples used was 100 SME’s. The sampling method used the non-probability sampling method with a snowball sampling technique. The data obtained were analyzed using the Structural Equation Model (SEM). Based on the age characteristic of business actors, the majority of business actors were 40–50 years old, of which 52% had their final formal education at high school level. As many as 61% of respondents had attended business training. Based on the results of the Partially Least Square (PLS) SEM analysis, it was found that product innovation, internet marketing and brand identity all had a significant positive effect on competitive advantage and business performance. The influence of brand identity on competitive advantage had the greatest effect, with a value of 0.451. This study contributes to existing research by examining the determinants of the business performance of processed food SME’s through the holistic model offered. This research is innovative because the business raises new issues related to internet marketing by SME’s and investigates them empirically.

Adeniran, A. O. (2019). Application of Likert scale’s type and Cronbach’s alpha analysis in an airport perception study. Scholar Journal of Applied Sciences and Research, 2(4), 1–5.

Afriyie, S., Du, J., & Ibn Musah, A. A. (2019). Innovation and marketing performance of SMEs in an emerging economy: The moderating effect of transformational leadership. Journal of Global Entrepreneurship Research, 9, 1–25. https://doi.org/10.1186/s40497-019-0166-5

Afriyie, S., Du, J., & Musah, A. A. I. (2020). Innovation and knowledge sharing of SMEs in an emerging economy: The moderating effect of transformational leadership style. International Journal of Innovation Management, 24(04), 2050034. https://doi.org/10.1142/S1363919620500344

Afriyie, S., Duo, J., Appiah, K., & Musah, A. I. (2018). The nexus between types of innovation and marketing performance of SMEs in an emerging economy. International Review of Management and Marketing, 8(6), 78. https://doi.org/10.32479/irmm.7781

Afsharghasemi, A., Zain, M., Sambasivan, M., et al. (2013). Market Orientation, Government Regulation, Competitive Advantage and Internationalization of SMEs: A Study in Malaysia. Journal of Business Administration Research, 2(2). https://doi.org/10.5430/jbar.v2n2p13

Aksoy, H. (2017). How do innovation culture, marketing innovation, and product innovation affect the market performance of small and medium-sized enterprises (SMEs)? Technology in Society, 51, 133–141.

Anderson, J. R., & Roberts, M. T. (2021). Search engine marketing and its effect on business performance: A comparative study of small, medium, and large enterprises. International Journal of Internet Marketing and Advertising, 14(2), 178–197. https://doi.org/10.1504/IJIMA.2021.115829

Aryanto, V. D. W., & Setiawan, M. B. (2018). Mediating effect of value creation in the relationship between relational capabilities on business performance. Contaduría y administración, 63(1), 1–19. https://doi.org/10.1016/j.cya.2017.07.003

Barros, T., Rodrigues, P., Duarte, N., et al. (2020). The Impact of Brand Relationships on Corporate Brand Identity and Reputation—An Integrative Model. Journal of Risk and Financial Management, 13(6), 133. https://doi.org/10.3390/jrfm13060133

Bernarto, I., & Purwanto, A. (2022). The effect of perceived risk, brand image, and perceived price fairness on customer satisfaction. Available online: https://ssrn.com/abstract=4069422 (accessed on 5 May 2023).

Bilgin, Y. (2018). The effect of social media marketing activities on brand awareness, brand image, and brand loyalty. Business & Management Studies: An International Journal, 6(1), 128–148. https://doi.org/10.15295/bmij.v6i1.205

Blanchflower, J. M., & Oswald, A. J. (2019). The age-earnings profile and the decision to become an entrepreneur. Journal of Business Venturing, 34(3), 457–474.

Bocken, K. M., & de Pauw, P. E. (2020). The role of innovation in sustainable business practices: A review and future research directions. Business Strategy and the Environment, 29(5), 2123–2138. https://doi.org/10.1002/bse.2714

Bogor City Office of Cooperatives and SMEs. (2018). Number of UMKM in Bogor City in 2018. Bogor, Indonesia: Dinkop UMKM Bogor City.

BPS (Badan Pusat Statistik).( 2021). Berita Resmi Statistik. Bpsglod. (27) 1–5.

Brown, J. A., & Green, R. C. (2022). The impact of online marketing on business performance: A meta-analysis. Journal of Interactive Marketing, 58, 68–83. https://doi.org/10.1016/j.intmar.2021.12.004

Buil, I., Catalan, S., & Martinez, E. (2016). The importance of corporate brand identity in business management: An application to the UK banking sector. BRQ Business Research Quarterly, 19(1), 3–12. https://doi.org/10.1016/j.brq.2015.08.002

Buyukdag, N., & Kitapci, O. (2021). Antecedents of consumer-brand identification in terms of belonging brands. Journal of Retailing and Consumer Services, 59, 102420. https://doi.org/10.1016/j.jretconser.2020.102420

Casidy, R., Prentice, C., & Wymer, W. (2019). The effects of brand identity on brand performance in the service sector. Journal of Strategic Marketing, 27(8), 651–665. https://doi.org/10.1080/0965254X.2018.1476728

Chatterjee, S., & Kumar Kar, A. (2020). Why do small and medium enterprises use social media marketing and what is the impact: Empirical insights from India. International Journal of Information Management, 53, 102103. https://doi.org/10.1016/j.ijinfomgt.2020.102103

Clarissa, M. I., & Ellitan, L. (2023). Peran brand equity dan kepuasan pelanggan dalam membangun brand loyalty. J-CEKI: Jurnal Cendekia Ilmiah, 2(2), 249–262.

Davis, R. C., & White, N. S. (2021). Leveraging social media for brand promotion: Impact on product awareness and sales performance. Marketing Science, 40(5), 852–868.

Dutta, D. K., Li, J., & Merenda, M. (2011). Fostering entrepreneurship: Impact of specialization and diversity in education. International Entrepreneurship and Management Journal, 7, 163–179. https://doi.org/10.1007/s11301-010-0170-2.

Efobi, U., & Orkoh, E. (2018). Analysis of the impacts of entrepreneurship training on growth performance of firms: Quasi-experimental evidence from Nigeria. Journal of Entrepreneurship in Emerging Economies, 10(3), 524–542.

Elert, N., Andersson, F. W., & Wennberg, K. (2015). The impact of entrepreneurship education in high school on long-term entrepreneurial performance. Journal of Economic Behavior & Organization, 111, 209–223. https://doi.org/10.1016/j.jebo.2014.12.012

Erkmen, E., & Hancer, M. (2019). Building brand relationship for restaurants: An examination of other customers, brand image, trust, and restaurant attributes. International Journal of Contemporary Hospitality Management, 31(3), 1469–1487. https://doi.org/10.1108/IJCHM-06-2018-0425

Farida, I., & Setiawan, D. (2022). Business strategies and competitive advantage: The role of performance and innovation. Journal of Open Innovation: Technology, Market, and Complexity, 8(3), 163. https://doi.org/10.3390/joi8030163

Flores-Hernández, A., Olavarría-Jaraba, A., Valera-Blanes, G., et al. (2020). Sustainability and Branding in Retail: A Model of Chain of Effects. Sustainability, 12(14), 5800. https://doi.org/10.3390/su12145800

Fornell, C., Johnson, M. D., Anderson, E. W., et al. (1996). The American Customer Satisfaction Index: Nature, Purpose, and Findings. Journal of Marketing, 60(4), 7–18. https://doi.org/10.1177/002224299606000403

Fuliyana, F., & Maria, M. (2022). Preferensi Konsumen terhadap Produk Olahan Ikan (Studi pada Industri Rumah Tangga Paguyuban Rawa Pesona). Agrikultura, 33(2), 161–169. https://doi.org/10.24198/agrikultura.v33i2.39210

Ghozali, I. (2016). Multivariate analysis application with IBM SPSS 23 program. Semarang: Diponegoro University Publishing Agency.

Giao, H., Vuong, B., & Quan, T. (2020). The influence of website quality on consumer’s e-loyalty through the mediating role of e-trust and e-satisfaction: Evidence from online shopping in Vietnam. Journal of Retailing and Consumer Services, 55, 102107.

Hair, J. F. Jr., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2021). A primer on partial least squares structural equation modeling (PLS-SEM) 3rd ed. Sage publications.

Hair, J. F., Risher, J. J., Sarstedt, M., et al. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/ebr-11-2018-0203

Han, S. H., Ekinci, Y., Chen, C. H. S., et al. (2020). Antecedents and the mediating effect of customer-restaurant brand identification. Journal of Hospitality Marketing & Management, 29(2), 202–220. https://doi.org/10.1080/19368623.2019.1603129

Hanaysha, J. R., Al-Shaikh, M. E., Joghee, S., & Alzoubi, H. M. (2022). Impact of innovation capabilities on business sustainability in small and medium enterprises. Sustainability, 14(8), 4665. https://doi.org/10.1177/23197145211042232

Hariyadi P. (2024). Sustainability of Food Systems: The Role of Food Technology and Regulatory Science. 98, 03003. https://doi.org/10.1051/bioconf/20249803003

Haseeb, M., Hussain, H. I., Kot, S., et al. (2019). Role of Social and Technological Challenges in Achieving a Sustainable Competitive Advantage and Sustainable Business Performance. Sustainability, 11(14), 3811. https://doi.org/10.3390/su11143811

Herman, H., Hady, H., & Arafah, W. (2018). The Influence of Market Orientation and Product Innovation on the Competitive Advantage and Its Implication toward Small and Medium Enterprises (Ukm) Performance. International Journal of Science and Engineering Invention, 4(08). https://doi.org/10.23958/ijsei/vol04-i08/02

Hu, X., Danso, B. A., Mensah, I. A., et al. (2020). Does Innovation Type Influence Firm Performance? A Dilemma of Star-Rated Hotels in Ghana. Sustainability, 12(23), 9912. https://doi.org/10.3390/su12239912

Hunady, J., Orviska, M., & Pisar, P. (2018). The Effect of Higher Education on Entrepreneurial Activities and Starting Up Successful Businesses. Engineering Economics, 29(2) 226–235. https://doi.org/10.5755/j01.ee.29.2.19069

Husain, T., Sani, A., Ardhiansyah, M., et al. (2020). Online Shop as an interactive media information society based on search engine optimization (SEO). International Journal of Computer Trends and Technology, 68(3), 53–57. https://doi.org/10.14445/22312803/ijctt-v68i3p110

Hussain, A., Akbar, M., Shahzad, A., et al. (2022). E-Commerce and SME Performance: The Moderating Influence of Entrepreneurial Competencies. Administrative Sciences, 12(1), 13. https://doi.org/10.3390/admsci12010013

Hwang, J., Choe, J. Y., Kim, H. M., & Kim, J. J. (2021). The antecedents and consequences of memorable brand experience: Human baristas versus robot baristas. Journal of Hospitality and Tourism Management, 48, 561–571. https://doi.org/10.1016/j.jhtm.2021.08.013

Ianenko, M., Stepanov, M., & Mironova, L. (2020). Brand identity development. E3S Web of Conferences, 210, 01022. https://doi.org/10.1051/e3sconf/202016409015

Johnson, M. A., & Brown, T. K. (2021). Brand identity and its influence on consumer loyalty and market share. Marketing Science, 40(4), 701–719.

Johnson, M. E., & Thompson, L. T. (2022). Multichannel marketing: Understanding the role of different devices and platforms in reaching target audiences. Journal of Interactive Marketing, 58, 45–60. https://doi.org/10.1016/j.intmar.2021.10.002

Johnson, M. T., & Brown, L. K. (2022). The relationship between profitability and financial performance: Evidence from emerging markets. Journal of Business Finance & Accounting, 49(1–2), 85–104. https://doi.org/10.1111/jbfa.12623

Kano, K., Choi, L. K., Riza, B. S., & Octavyra, R. D. (2022). Implications of Digital Marketing Strategy The Competitive Advantages of Small Businesses in Indonesia. Startupreneur Business Digital (SABDA Journal), 1(1), 44–62. https://doi.org/10.33050/sabda.v1i1.72

Kapinus, L. V. (2012). Types of electronic marketing in the activity of food industry enterprises (Ukrainian). Available online: http://www.rusnauka. com/18_ADEN_2012/Economics/6_113472.doc.htm (accessed on 2 March 2020).

Kaplan, R. S., & Norton, D. P. (1992). The Balanced Scorecard: Measures That Drive Performance. Harvard Business Review.

Karadag, H. (2017). The impact of industry, firm age and education level on financial management performance in small and medium-sized enterprises (SMEs). Journal of Entrepreneurship in Emerging Economies, 9(3), 300–314. https://doi.org/10.1108/jeee-09-2016-0037

Kementerian Koperasi, & UMKM Republik Indonesia. (2018). Data Development of Micro, Small, Medium Enterprises (MSMEs) and Large Enterprises (UB) 2016-2017 (Indonesian). KEMENKOP dan UMKM.

Klinger, B., & Schündeln, M. (2011). Can entrepreneurial activity be taught? Quasi-experimental evidence from Central America. World Development, 39(9), 1592-1610. https://doi.org/10.1016/j.worlddev.2011.04.002.

Kominfo (Kementerian Komunikasi dan Informatika). (2023). Digital Transformation of MSMEs is a Priority for Strengthening Economic Foundations (Indonesian). Kominfo (Kementerian Komunikasi dan Informatika).

Kotler, F., Jain, D. K., & Meissency, S. (2003). Marketing maneuvers. Modern approaches to profit, growth, and renewal (Slovak). Moscow: Olimp-Business.

Kotler, P., & Keller, K. L. (2012). Marketing Management (Indonesian) 12th ed. PT Indkes.

Kotler, P., & Keller, K. L. (2013). Marketing Management 14th ed. Pearson Education.

Kusi, S. Y., Gabrielsson, P., & Baumgarth, C. (2022). How classical and entrepreneurial brand management increases the performance of internationalising SMEs? Journal of World Business, 57(5), 101311. https://doi.org/10.1016/j.jwb.2022.101311

Kusmulyono, M. S., & Prakarsa, Y. D. (2018). The effect of social entrepreneurship education on students’ ability to social business opportunity identification and social presence. Asian Journal of Entrepreneurship and Family Business, 1, 123–129. https://doi.org/10.21632/ajefb.

Le, M. T. (2021). The impact of brand love on brand loyalty: The moderating role of self-esteem and social influences. Spanish Journal of Marketing-ESIC, 25(1), 156–180. https://doi.org/10.1108/SJME-07-2020-0031

Lee, K. H., & Cho, C. H. (2021). The impact of digital marketing innovations on business performance: The role of marketing capabilities. Journal of Interactive Marketing, 55, 43–57. https://doi.org/10.1016/j.intmar.2020.11.002

Lestari, S., Anwar, C., & Husna, A. (2022). Improving local food yam MSMEs as an effort to prevent stunting in Saree Village, Aceh (Indonesian). Jurnal Pengabdian Kepada Masyarakat (Pendidikan), 4(2), 73–82.

Lie, D., Sudirman, A., Efendi, E., & Butarbutar, M. (2019). Analysis of mediation effect of consumer satisfaction on the effect of service quality, price, and consumer trust on consumer loyalty. International Journal of Scientific and Technology Research, 8(8), 421–428.

Limaj, E., & Bernroider, E. W. (2019). The roles of absorptive capacity and cultural balance for exploratory and exploitative innovation in SMEs. Journal of Business Research, 94, 137–153. https://doi.org/10.1016/j.jbusres.2018.01.050.

Martínez-Navalón, J. G., Gelashvili, V., & Saura, J. R. (2020). The Impact of Environmental Social Media Publications on User Satisfaction with and Trust in Tourism Businesses. International Journal of Environmental Research and Public Health, 17(15), 5417. https://doi.org/10.3390/ijerph17155417

Muhonen, T., Hirvonen, S., & Laukkanen, T. (2017). SME brand identity: Its components and performance effects. Journal of Product & Brand Management, 26(1), 52–67. https://doi.org/10.1108/JPBM-06-2016-1197

Muller, J. M., Buliga, O., & Voigt, K. I. (2021). The role of absorptive capacity and innovation strategy in the design of Industry 4.0 business models: A comparison between SMEs and large enterprises. European Management Journal, 39(3), 333–343. https://doi.org/10.1016/j.emj.2021.01.001.

Najib, M., Septiani, S., & Nurlaela, S. (2020). The role of innovation, entrepreneurial self-efficacy and local uniqueness on marketing performance in small and medium-sized restaurants. Journal of Foodservice Business Research, 23(6), 499–519. https://doi.org/10.1080/15378020.2020.1840525

Naradda Gamage, S. K., Ekanayake, E., Abeyrathne, G., et al. (2020). A Review of Global Challenges and Survival Strategies of Small and Medium Enterprises (SMEs). Economies, 8(4), 79. https://doi.org/10.3390/economies8040079

Nguyen, H., Tran, T. H. M., Nguyen, T. H. Y., & Truong, D. D. (2021). The influence of competitive advantage on financial performance: A case study of SMEs in Vietnam. The Journal of Asian Finance, Economics and Business, 8(5), 335–343. https://doi.org/10.13106/jafeb.2021.vol8.no5.335

Nuryakin, Widayanti, R., Damayanti, R., & Susanto. (2021). The importance of market information accessibility to enhancing SMEs Indonesian superior financial performance. International Journal of Business Innovation and Research, 25(1), 1–18. https://doi.org/10.1504/IJBIR.2021.112232

Nuryakin. (2018). Competitive advantage and product innovation: Key success of Batik SMEs marketing performance in Indonesia. Academy of Strategic Management Journal, 17(2), 1–18.

Nuseir, M. T. (2018). Digital media impact on SMEs performance in the UAE. Academy of Entrepreneurship Journal, 24(2), 1–13.

Nuseir, M. T., & Aljumah, A. (2020). The role of digital marketing in business performance with the moderating effect of environmental factors among SMEs of UAE. International Journal of Innovation, Creativity and Change, 11(3), 310–324.

O’cas A. & Sok P. (2013). The role of intellectual resources, product innovation capability, reputational resources and marketing capability combinations in firm growth. International Small Business Journal.

Odoom, R., Narteh, B., & Boateng, R. (2017). Branding in small-and medium-sized enterprises (SMEs): Current issues and research avenues. Qualitative Market Research: An International Journal, 20(1), 68–89. https://doi.org/10.1108/QMR-03-2016-0024

Oladimeji, M. S., & Udosen, I. (2019). The effect of diversification strategy on organizational performance. Journal of Competitiveness, 11(4), 120–137. https://doi.org/10.7441/joc.2019.04.08

Passaro, R., Quinto, I., & Thomas, A. (2018). The impact of higher education on entrepreneurial intention and human capital. Journal of Intellectual Capital, 19(1), 135–156. https://doi.org/10.1108/JIC-09-2016-0087

Patel, K. M., & Smith, H. D. (2021). Internet marketing and its influence on marketing effectiveness: A meta-analysis. Marketing Science, 40(6), 1142–1156. https://doi.org/10.1287/mksc.2020.1245

Peng, J., Qin, Q., & Tang, T. (2021). The influence of marketing innovations on firm performance under different market environments: Evidence from China. Sustainability, 13(10049), 1–5. https://doi.org/10.3390/su131810049

Purwanti, I., Lailyningsih, D. R. N., & Suryanto, U. Y. (2022). Digital marketing capability and MSMEs performance: Understanding the moderating role of environmental dynamism. Journal of Theoretical and Applied Management, 15(3), 433–448. https://doi.org/10.20473/jtam.v15i3.2022.433-448

Putra, A. R., & Darmawan, D. (2022). Competitive advantage of MSMEs in terms of technology orientation and entrepreneurship competence. International Journal of Service Science, Management, Engineering, and Technology, 2(1), 15–20. https://doi.org/10.4018/IJSSMET.2022010102

Rajapathirana, R. J., & Hui, Y. (2018). Relationship between innovation capability, innovation type, and firm performance. Journal of Innovation & Knowledge, 3(1), 44–55. https://doi.org/10.1016/j.jik.2016.10.002

Rata, B. M., Menendez, F. M., & Olalla, M. F. (2014). Cooperation with suppliers, firm size and product innovation. Industrial Management & Data Systems, 114(3), 438–455. https://doi.org/10.1108/IMDS-10-2013-0305

Reimann, C., Carvalho, F., & Duarte, M. (2021). The influence of dynamic and adaptive marketing capabilities on the performance of Portuguese SMEs in the B2B international market. Sustainability, 13(2), 579. https://doi.org/10.3390/su130100579

Santosa, T. H., & Putra, I. W. (2020). SME constraints in developing countries: Evidence from Indonesia’s food processing sector. International Journal of Emerging Markets, 15(4), 681–699. https://doi.org/10.1108/IJOEM-09-2018-0364

Shams, R., Chatterjee, S., & Chaudhuri, R. (2024). Developing brand identity and sales strategy in the digital era: Moderating role of consumer belief in brand. Journal of Business Research. https://doi.org/10.1016/j.jbusres.2023.113556

Shaw, M. J., & Reuer, J. J. (2020). The impact of internet technology on small business performance. Journal of Small Business Management, 58(4), 645–662. https://doi.org/10.1111/jsbm.12448

Smith, A. M., & Clark, L. D. (2022). Social media marketing and its impact on brand awareness and sales performance. Journal of Marketing Research, 59(3), 453–468. https://doi.org/10.1177/00222437211008245

Smith, L. C., & Brown, R. J. (2021). The impact of internet marketing on firm performance: A systematic review. Journal of Marketing Research, 58(4), 731–748. https://doi.org/10.1177/0022243721994150

Smith, M. A. J., & Johnson, K. E. (2022). The role of digital marketing in business strategy: An overview of current trends and future directions. Journal of Business Research, 143, 316–325. https://doi.org/10.1016/j.jbusres.2021.12.050

Taplin, I. M. (2014). The garment industry and the global economy: An overview. International Journal of Fashion Design, Technology and Education, 7(1), 1–12. https://doi.org/10.1080/17543266.2013.865072

Tessema, G. D. (2012). Impact of entrepreneurship education on entrepreneurial intentions of business and engineering students in Ethiopia. African Journal of Economic and Management Studies, 3(2), 258–277. https://doi.org/10.1108/20400701211265036

Tjahjadi, B., Soewarno, N., Hariyati, H., et al. (2020). The role of green innovation between green market orientation and business performance: Its implication for open innovation. Journal of Open Innovation: Technology, Market, and Complexity, 6(4), 173. https://doi.org/10.3390/joi6040173

Tushman, M. L., & O’Reilly, C. A. (1996). Ambidextrous organizations: Managing evolutionary and revolutionary change. California Management Review, 38(4), 8–30. https://doi.org/10.2307/41165852

Udriyah, U., Tham, J., & Azam, S. J. M. S. L. (2019). The effects of market orientation and innovation on competitive advantage and business performance of textile SMEs. Management Science Letters, 9(9), 1419–1428. https://doi.org/10.5267/j.msl.2019.5.001

Varadarajan, R. (2020). Customer information resources advantage, marketing strategy and business performance: A market resources based view. Industrial Marketing Management, 89, 89–97. https://doi.org/10.1016/j.indmarman.2020.04.012

Vinerean, S., Cetina, I., Dumitrescu, L., & Tichindelean, M. (2013). The effects of social media marketing on online consumer behavior. International Journal of Business and Management, 8(14), 66–79. https://doi.org/10.5539/ijbm.v8n14p66

Wahirayasa, C. G., & Kusuma, A. G. A. A. (2018). The Role of E-Marketing in Mediating the Effect of Market Orientation on Business Performance (Indonesian) [PhD thesis]. Udayana University.

Williams, L. A., & Johnson, S. H. (2021). Impact of website quality on customer trust and loyalty: An empirical study. Journal of Business Research, 136, 208–219. https://doi.org/10.1016/j.jbusres.2021.09.022

Xiong, Y., Lam, H. K. S., Kumar, A., et al. (2021). The mitigating role of blockchain-enabled supply chains during the COVID-19 pandemic. International Journal of Operations & Production Management, 41(9), 1495–1521. https://doi.org/10.1108/ijopm-12-2020-0901

Yen, C. H., Teng, H. Y., & Tzeng, J. C. (2020). Innovativeness and customer value co-creation behaviors: Mediating role of customer engagement. International Journal of Hospitality Management, 88, 102514. https://doi.org/10.1016/j.ijhm.2020.102514

Yieh, K., Yeh, C. H., Tseng, T. H., et al. (2018). An investigation of B-to-B brand value: Evidence from manufacturing SMEs in Taiwan. Journal of Business-to-Business Marketing, 25(2), 119–136. https://doi.org/10.1080/1051712X.2018.1441594

Yıldız, S., & Karakaş, A. (2012). Defining methods and criteria for measuring business performance: A comparative research between the literature in Turkey and foreign. Procedia-Social and Behavioral Sciences, 58, 1091–1102. https://doi.org/10.1016/j.sbspro.2012.09.1125.

Yusuf, A. (2021). The influence of product innovation and brand image on customer purchase decision on Oppo smartphone products in South Tangerang City. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 4(1), 472–481. https://doi.org/10.33258/birci.v4i1.1421

Zhao, Y., von Delft, S., Morgan-Thomas, A., et al. (2020). The evolution of platform business models: Exploring competitive battles in the world of platforms. Long Range Planning, 53(4), 101892. https://doi.org/10.1016/j.lrp.2019.101892