THE INFLUENCE OF BRAND AWARENESS AND LOCAL CREATIVE ECONOMY PRODUCTS ON MICRO SMALL MEDIUM ENTERPRISES IN SOUTH BORNEO

Abstract

Brand recognition is essential to MSME items and serves as a foundation for introducing a product's brand. With the right branding plan, consumers will have an easier time choosing a product from the wide range of alternatives and features available, and entrepreneurs will enter the national market with a positive perception of their business. However local products in some regions in Indonesia are often seen by the eyes, so the role of brand awareness of local creative economy products is very important to MSME. This study aims to investigate how to improve the local creative economy's branding in South Borneo so that MSMEs' may be improved, whether to educate the next generation about local creative products, as well as the impact of creative products on MSMEs' consumers' purchasing power. The research method used in this journal is a quantitative approach with the technique of Simple Random Sampling using data collection through a questionnaire. 50 testable samples were obtained from this study where 76% of them were students and 82% were aged 17 – 22 years. The data was analyzed using the IBM SPSS 27 application.