Small and medium-sized enterprises (SMEs) are pivotal in stimulating economic growth within a nation and serve as a significant catalyst in enhancing employment opportunities. Due to its importance, SMEs in Malaysia should prioritise the aspect of brand sustainability particularly in facing intense global competition in order to survive in the fierce marketplace. Failure to comprehend the elements of customer purchase intention has resulted in the cessation of operations for numerous home-based SME brands. Therefore, this study investigates the factors influencing customer purchase intention in the context of home-based SME brands from the aspects of quality, price, trust, and convenience. Lastly, the study develops a preliminary conceptual framework on the factors influencing customer purchase intention in the context of SMEs in Malaysia.
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