This research aims to determine the relationship between visual identity, brand equity, collaboration, corporate social responsibility (CSR), customer experience, social media presence, brand personality, and brand value in small and medium-sized enterprises (SMEs) and consumer buying behaviour. The researcher used a quantitative approach by distributing a questionnaire survey on Google Forms through WhatsApp, Facebook, and Instagram. The data were analysed using SPSS software to perform the correlations, reliability, validity, and regression test between the independent and dependent variables.

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            The analysis shows that all variables have extremely high Cronbach Alpha value with a score above 0.8. It indicates good reliability between independent variables and dependent variable. For the hypothesis testing, only Hypothesis 1 shows a moderately correlated relationship with a value of 0.660. Meanwhile, the other hypotheses show a highly correlated relationship with a value higher than 0.7. However, all hypotheses were accepted significantly. For the regression test, both the model summary and Anova table help the researcher in finding out the influence of the independent variables and dependent variables. The result shows that about 75.4% of the respondents agreed the independent variables (visual identity, brand equity, collaboration, corporate social responsibility, customer experience, social media presence, brand personality, and brand value) positively influenced consumer buying behaviour. On the other hand, the 0.000 P-value in Anova table indicates that the data is significant.