The Influence Mechanism of Corporate Image: in Examining of Consumer Satisfaction SMSEs Indonesia

Abstract

The coronavirus disease (COVID-19) outbreak has greatly affected the global economy, including Indonesia. One of them is the micro small medium entreprise (MSME) sector, which is one of the sectors that drive a country's economy. This article aims to assess the impact of the COVID-19 outbreak on MSME businesses, how people are still consistently using Indonesian MSME products because they are familiar with their image and quality, so that MSME can still maintain their existence against the crisis in the era of the Covid-19 pandemic and the new normal. In this paper, we propose a customer satisfaction model, starting from service quality factors and product quality factors that have a positive effect on company image mediated by familiarity with the Structural Equation Modeling (SEM) approach in the sample data of 444 MSME user respondents in Indonesia.

Keywords: Service Quality, Product Quality, Familiarity, Corporate image, Customer Satisfaction, SME.