Foreign Branding Strategy to Promote MSMEs Products: Women Entrepreneurs’ Perspective
Published : 2022-12-27
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Rizky Vita Losi(1*), Ahmad Fadlan(2), (1) Universitas Pembangunan Panca Budi, Indonesia
(2) Universitas Pembangunan Panca Budi, Indonesia
(*) Corresponding Author
Abstract
This research aimed to describe the woman entrepreneurs’ perspective about foreign branding strategy to promote Micro, Small and Medium Enterprises (MSMEs) products. Foreign branding strategy is a strategy to promote brands by spelling and pronouncing in foreign-sounding for companies, products and others. A descriptive quantitative method through a questionnaire was used to collect the data. The questionnaire was administered to twelve of women entrepreneurs who own a MSMEs at Klambir V Kebun village, North Sumatra to obtain their perspective and opinion about foreign branding strategy which is applied on their products. The result findings described that the women entrepreneurs’ perspective was positive to foreign branding strategy. They agreed that foreign branding is very beneficial to promote their products. It also attracted consumers’ interest to buy the products much more than before foreign branding strategy was applied to the products. They stated that foreign branding strategy can increase their income and they are also interested to continue using foreign branding strategy on their products.
Keywords: Foreign Branding Strategy, MSMEs, Women Entrepreneurs’ Perspective
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