The Role of Brand Image, Promotion and Facilities Towards Business Development in the Middle of Covid 19 Conditions: Studies on Small and Medium Enterprises (MSMEs) In Bandung City

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Yenny Maya Dora*, Raden Muhammad Adifa, Fitri Nur Almaidah, Abdul Malikul Mulki, Hadhiza Ayustisya


The condition of the Covid 19 pandemic, which has not yet subsided, is indeed bad news for business actors, because people's purchasing power has decreased. The effect of this condition will be felt by MSME actors. But deciding to vacuum or even close the business until an indefinite time limit is also not the right decision. The purpose of this research is to know the role of brand image, promotion and facilities in business development amidst the conditions of the Covid pandemic 19. This research method uses descriptive and verification methods with a quantitative approach. Data collection was carried out by distributing questionnaires to 70 MSMEs in the city of Bandung. The data obtained were analyzed using SPSS 26.0. The results of this study indicate that the Brand Image, Promotion and Facilities together influence business development. With a good brand image will affect the promotion which is carried out which promotion will be successful with the support of adequate promotional support facilities so that it will result in an increase in product sales.

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