International Journal of Business and Economy (IJBEC) eISSN: 2682-8359 [Vol. 3 No. 4 December 2021]
Journal website: http://myjms.mohe.gov.my/index.php/ijbec
REVIEW PRENEUR: PRODUCT REVIEW SERVICE APPLICATION TO INCREASE MSME BRAND
AWARENESS IN THE ERA OF SOCIETY 5.0
Nadya Meyliana Hadi1*
1 Faculty of Economics,State University of Jakarta, DKI Jakarta, INDONESIA
*Corresponding author: [email protected]
Article Information:
Article history:
Received date : 12 November 2021 Revised date : 17 November 2021 Accepted date : 3 December 2021 Published date : 5 December 2021 To cite this document:
Hadi, N. (2021).REVIEW PRENEUR:
PRODUCT REVIEW SERVICE APPLICATION TO INCREASE MSME BRAND AWARENESS IN THE ERA OF SOCIETY 5.0.
International Journal of Business and Economy, 3(4), 143-152.
Abstract: The number of MSMEs in Indonesia reaches 56.2 million units and can absorb 97.2% of the existing workforce. So that MSMEs play an important role in Indonesia's economic growth by reducing unemployment. However, MSME actors are still regional, so brand awareness is needed for market reach and the key for MSMEs in a brand equity position, which is reflected in how distinctive a brand is in the minds of consumers. Brand awareness can be done through promotions on social media using the services of influencers to influence consumers and introduce products by conducting reviews. A survey conducted by Sociabuzz (2018) shows that the purpose of using influencer services is to increase brand awareness (98.8%), educate target consumers (62.7%), increase sales (50.6%), increase followers (39,8%) and Search Engine Optimization/SEO (25,3%). Therefore, "Review Preneur: Product Review Service Application to Increase MSME Brand Awareness in the Era of Society 5.0" is the latest breakthrough for MSMEs and their impact on increasing the role of the Indonesian economy through optimizing the younger generation and growing brand awareness of MSMEs in the era of society 5.0. By applying the technology of the industrial age 4.0 by considering the humanities aspect to solve various social problems and create a sustainable life.
Keywords: Brand Awareness, Influencer, MSMEs in Indonesia.
1. Introduction
The definition of a concept regarding society 5.0 by the Japanese government has attracted world attention, especially in technology activists, namely "A human-centered society that balances economic advancement with the resolution of social problems by a system that highly integrates cyberspace and physical space." The core of this concept is implementing Industry 4.0 era technology by considering the humanities aspect to solve various social problems and create a sustainable life (Al Faruqi, 2019). Likewise, in the economic part, the increasingly sophisticated global era makes competition increasingly fierce between companies, thus maintaining the existence of a company. Many things must so that the products offered by the company are still in demand by consumers (Rahayu, 2017) does not only apply to large companies, but Micro, Small, and Medium Enterprises (MSMEs) also participate in the competition. The number of Indonesian MSMEs reaches 56.2 million units and can absorb 97.2% of the existing workforce. So MSMEs play an essential role in economic growth in Indonesia by reducing unemployment and poverty and playing a role in foreign exchange earnings (Rahayu, 2017). However, MSME actors are still on a regional scale, so brand awareness is needed to expand the market reach of MSME products (Nugraha et al., 2017).
Things that affect consumer buying interest or purchase intention are the product's brand awareness (Hoyer & Brown, 1990). This brand awareness is the key for a brand to be in a position of brand equity which can be reflected by how the knowledge and characteristics of a brand are in the minds of consumers. Increasing brand awareness is not an easy process to do, but the success of this process will have a tremendous long-term impact. Therefore, one way to develop and increase brand awareness is by creating an attractive logo or tagline, being active on social media, creating an engaging and informative website, participating in events, doing co-branding, and what is currently increasing in Social media marketing is using influencers to grow trust in the products or services offered by the influencers providing reviews of the products or services they want to deliver, where potential customers can judge for themselves the quality of the product from the study. So, the audience or followers of influencers tend to follow and want to own the goods used by their role models, so they are encouraged to use the reviewed products or services.
The selection of influencers is not due to a large number of followers, but influencers who often use their way of promoting soft selling products, which can later be used as testimonials to increase the trust of their followers. This is certainly able to raise brand awareness of the product. Based on a survey conducted by Sociabuzz (2018), the purpose of using influencers is to increase brand awareness (98.8%), educate target consumers (62.7%), increase sales (50.6%), increase followers (39.8%) and Search Engine Optimization/SEO (25.3%).
The price for using this influencer service is divided into four accounts, namely Nano Accounts, Micro Accounts, Mega Accounts, and Macro Accounts (SindoNews). Each has a different price according to the estimated reaches. Therefore, MSMEs who want to use the services of a well-known influencer require a fee that is not cheap.
Therefore, the author initiated a creative idea titled "Preneur Review: Product Review Service Applications to Increase Brand Awareness of MSMEs in the Era of Society 5.0," which is the latest breakthrough for MSMEs and Influencers to work together to improve the Indonesian economy through optimizing the role of the younger generation and increasing brand awareness of MSMEs in Indonesia. The era of society 5.0. By implementing the technology of the industrial age 4.0 by considering the humanities aspect to solve various social problems and create a sustainable life.
2. Literature Review Era Society 5.0
Japan designed the concept of the 5th Science and Technology Basic Plan called Society 5.0 (Fukuyama, 2018). This concept is based on the social issues faced by Japan, namely the decreasing rate of population growth, decreasing the number of productive age population, increasing the greenhouse effect, and others. The main goal of this concept is to build a human- centric society where that can achieve economic development and solutions, where every human being enjoys a quality life (Fukuyama, 2018). Relate this goal by combining cyberspace with the natural world to create quality data and provide new value and solutions to solve every problem (Fukuyama, 2018).
Micro Small and Medium Enterprises
Micro, Small, and Medium Enterprises (MSMEs) are defined as productive economic activities that stand-alone according to Law Number 20 of 2008. Businesses are carried out by individuals or business entities that are not subsidiaries or branches of companies that are owned, controlled, or become part of either directly or indirectly from medium or large businesses.
According to data from the Ministry of Cooperatives and SMEs, the number of MSMEs reached 64.19 million, contributing to a GDP of 61.97% or worth 8,573.89 trillion rupiahs.
MSMEs contribute to the Indonesian economy, including absorbing 97% of the total workforce and collecting up to 60.4% of the total investment.)
MSMEs become one of the pillars of the economy because they have a significant role, namely as follows:
1. Contribute Rp. 8,500 trillion of GDP, 61.97% of the total national GDP in 2020.
2. Able to absorb energy by 97% of the absorption capacity of the business world in 2020.
The number of MSMEs is directly proportional to the number of jobs in Indonesia so that MSMEs have a significant share in the absorption of labor.
3. MSMEs absorb the largest credit, approximately Rp. 1 trillion in 2018.
Brand Awareness
According to Hasan in Inayat and revelation, the definition of Brand Awareness is the awareness of a person to recognize the existence of a brand as part of a product category.
Business actors can use brand awareness to provide more detailed and in-depth information to consumers.
Durian et al. in Indayani, (2016) brand awareness can create value in at least four ways:
1. An anchor that can be linked with other associations, meaning that the brand can be described as an anchor with several chains. The chain represents the association of the brand.
2. Familiarity-liking means that familiar brands will cause a sense of familiarity, especially for products that are low in involvement (low involvement), such as tissue, toothpaste, and others.
3. Substance/commitment, awareness of the name can signify existence, commitment, and a fundamental core for the company. Logically, if a company or MSME is known to have been in the industry for a long time and so on. The quality of the two brands is the same. Brand awareness is a determining factor in decision-making.
4. Brands to consider. The first step in purchasing is selecting from a group of known brands to consider which brand name the buyer will decide on. Brands that have a high top of mind will have a high value. If a brand is not stored in memory, consumers will not consider the brand. Usually, the brand stored in the memory of consumers is a brand that is liked or a brand that is hated.
Influencer Marketing
The method by appointing influential people or figures among the community or target consumer segments and becoming the target of promotion of the brand is the definition of Influencer Marketing (Hariyanti & Wirapraja, 2018). Using influencers aims to create awareness of the product to increase sales. One of the successful marketing techniques through Influencer Marketing is Daniele Wellington (DW), a Swedish company that sells watch products. Results from DW Influencer marketing hindered getting 4,700% revenue growth in just three years. Positively, influencers, when creating content, lead to an increase in brand sales, and influencers run communications that can influence other people through the internet or known as electronic word of mouth.
A study Sugiharto & Ramadhana, (2018) entitled the influence of influencer marketing on the brand image said that there was a significant influence between the influencer variable (X) on the attitude variable on the brand (Y) of Maybelline brands. Influencer marketing has the best aspect of building trust or (trustworthiness) in consumers.
Mobile Application
Mobile Application uses equipment such as PDAs and cellular phones (mobile phones) that allow humans. Using this mobile application, humans can easily carry out various activities ranging from selling, learning, entertainment, doing office work, browsing, chatting, e-mailing, and so on (Setyowati et al., 2015).
2.1 Problem Statement
Based on a literature study conducted by several journals, the authors conclude that the MSME problems are divided into 3, namely, first, promotion and marketing problems due to the inability of MSMEs to carry out appropriate promotion and marketing strategies. Second is the lack of brand awareness which is classified into the limitations of MSMEs in reading market tastes, knowing competitors, and positioning their products in the market. And the third constraint is limited capital for both work and investment (Kadin, 2008). According to Galeriukm.web.id, the fundamental problem is that MSME owners are weak in market penetration and lack the breadth of their marketing reach.
3. Method
The type of research that the author uses is Research and Development, which is a research method that produces a particular product and to perfect the product, a validation test of the product is required.
3.1 Materials
In this study, the authors took a sample of 50 students from the economics faculty in Indonesia.
This sampling technique uses probability sampling technique using random sampling.
3.1.1 Samples
In this study, the authors took a sample of 50 students from the economics faculty in Indonesia.
This sampling technique uses probability sampling technique using random sampling.
3.1.2 Site
In this study, the authors took various existing sites because the data generated were valid and provided a correct explanation of the research to be produced.
3.1.3 Procedures
Variable
H1: The application of the “Review Preneur” mobile application has a positive and significant effect on increasing brand awareness.
H2: The application of the “Review Preneur” mobile application has a positive and significant effect on influencer marketing to help MSMEs review products.
Power and Sample Size:
The population in this study were students of the Faculty of Economics in Indonesia.
3.2 Measurement
This study uses interval scale measurements using parametric statistics. In conducting the research, the writer gave a questionnaire to the respondents by giving 16 questions, and each answer contained five scales.
3.3 Data Analysis
In this study, the authors used the SPSS application to test the hypotheses of the research to be carried out.
3.3.1 Validity and Reliability
Reliability Statistics Cronbach's
Alpha N of Items
.864 19
Item-Total Statistics
Scale Mean if Item Deleted
Scale Variance if Item Deleted
Corrected Item- Total Correlation
Cronbach's Alpha if Item Deleted
X1.1 132.24 143.900 .327 .863
X1.2 132.86 142.776 .251 .864
X1.3 133.18 140.436 .382 .861
X1.4 132.54 142.417 .320 .862
X1.5 132.98 133.326 .711 .851
X1.6 132.60 139.347 .542 .858
Total_X1 111.40 107.306 .753 .844
X2.1 132.66 139.494 .513 .858
X2.2 132.70 138.378 .516 .857
X2.3 132.94 137.813 .370 .860
X2.4 132.56 135.884 .621 .854
Total_X2 119.86 111.102 .722 .845
Y.1 132.76 139.451 .465 .859
Y.2 132.72 135.838 .715 .853
Y.3 132.68 137.242 .677 .855
Y.4 132.70 138.622 .623 .857
Y.5 132.68 136.467 .693 .854
Y.6 132.70 138.214 .581 .857
Total_Y 111.24 95.778 .685 .870
Correlations
Total_X1 Total_X2 Total_Y Total_X1 Pearson Correlation 1 .682** .430**
Sig. (2-tailed) .000 .002
N 50 50 50
Total_X2 Pearson Correlation .682** 1 .391**
Sig. (2-tailed) .000 .005
N 50 50 50
Total_Y Pearson Correlation .430** .391** 1
Sig. (2-tailed) .002 .005
N 50 50 50
**. Correlation is significant at the 0.01 level (2-tailed).
Data Interpretation
Based on the cronchbach alpha number is 0.864. So, this figure is greater than the nominal value, it can be concluded that this research instrument can be used to measure variables that can be said to be reliable.
4. Results and Discussion
The Influence of the “Review Preneur” Mobile Application on Increasing Brand Awareness in MSMEs
Coefficientsa
Model
Unstandardized Coefficients
Standardized Coefficients
t Sig.
B Std. Error Beta
1 (Constant) 10.462 4.655 2.248 .029
Apk
“Review Preneur”
.598 .181 .430 3.299 .002
According to the table of t-test results (partial) shows that the significance value of the influence of the review preneur application on increasing brand awareness is 0.002 <0.05, and the they-count value is 3.299 > the t-table value is 2.011 then Ho1 is rejected, and H1 is accepted. This means that the influence of the review preneur application on increasing brand awareness significantly.
Model Summary
Model R R Square
Adjusted R Square
Std. Error of the Estimate
1 .430a .185 .168 2.852
The coefficient of determination can be seen that R square (R2) is 0.185. Thus, the effect of the simultaneous application of "Preneur Review on Economics Faculty Students in Indonesia is 18.5%, while other variables influence the remaining 81.5%. This supports the t-test and illustrates the influence of the "Preneur Review" of large tribes on brand awareness in MSMEs.
Coefficientsa
Model
Unstandardized Coefficients
Standardized Coefficients
t Sig.
B Std. Error Beta
1 (Constant) 15.788 3.416 4.621 .000
Apk.
“Review Preneur”
.582 .198 .391 2.940 .005
According to the table of t-test results (partial) shows that the significance value of the influence of the review preneur application on increasing brand awareness is 0.002 <0.05, and the they-count value is 2.940 > the t-table value is 2.011 then Ho1 is rejected, and H1 is accepted. This means that the influence of the review preneur application on increasing brand awareness significantly.
Model Summary Model R R Square
Adjusted R Square
Std. Error of the Estimate
1 .391a .153 .135 2.908
The coefficient of determination can be seen that R square (R2) is 0.153 Thus the effect of the simultaneous application of "Preneur Review on Economics Faculty Students in Indonesia is 15.3%, while other variables influence the remaining 84.7%. This supports the t-test and illustrates the influence of the "Preneur Review" of large tribes on brand awareness in MSMEs.
5. Conclusion
This research was conducted to measure the factors that influence brand awareness in SMEs.
The variables tested were the product review method (X), the influence of influencer marketing (X2), and the application of the "Preneur Review" application (Y). The following results were obtained from the results of the hypothesis conducted by researchers.
1. Mobile Application "Review Preneur" has a positive effect on increasing brand awareness in MSMEs. So, it can be concluded that the "Review Preneur" mobile application is one way to increase brand awareness in SMEs.
2. The Mobile Application "Review Preneur" has a positive and significant effect on influencer marketing to help MSMEs review products.
So, it can be concluded that the application of "Review Preneur" is one of the factors in increasing brand awareness by reviewing products by influencers. From these results, the authors conclude that the "Review Preneur" application is necessary for MSMEs to increase brand awareness.
6. Acknowledgement
1. Parents and family are the best support systems who always encourage and never stop planning until completing this research.
2. Dr. Komarudin, M.Si., as the State University of Jakarta's Chancellor, has supported this research.
3. Dr. Ari Saptono, SE., M. Pd, as the Dean of the Faculty of Economics, State University of Jakarta, has supported this research.
4. Dr. Indra Pahala, M. Si, as the Deputy Dean of Student and Alumni Midwives, received the total cost of this research.
5. BEM FE UNJ, an organization and a house on campus that continually supports and assists all research processes.
6. Annisa Fitri Anugrah Sari, a senior who helped and directed me to do this research.
7. Wahyu Tri Nurhayati, my friends who always support this research until it's finished.
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