Impact of Product Attractiveness and Techno-Entrepreneur through Brand Resonance: A Resource-Advantage Theory Approach

In the current marketing 5.0 revolution, an entrepreneur is required to be able to attract consumers who continue to change with the attractiveness of a product. The relationship between consumers and the brands used must be created to build psychological connection, so as to improve marketing performance in the company. This study was conducted to determine the effect of product attractiveness and techno-entrepreneur on marketing performance through brand resonance as a mediation variable. This research is quantitative research and primary data obtained using questionnaires taken with purposive sampling techniques totaling 150 respondents from all fashion SMEs in Pontianak City. This research was conducted for about a month. Data was collected based on direct surveys which were then processed using SEM analysis. The results showed that product attractiveness has a positive and significant effect on brand resonance, techno-entrepreneur has a positive and significant effect on brand resonance, and brand resonance has a positive and significant effect on marketing performance, while product attractiveness has no effect on marketing performance. The suggestions for future researchers can apply different research methods with the aim of broadening the perspective in researching the same topic.