JEFMS Journal

ABSTRACT:

The role of small and medium enterprises (SMEs) was encouraged either inclusively or sustainably as a post-pandemic effect of COVID-19 as well as climate and political crisis in the world today. Guerrilla marketing was one of non-conventional marketing strategy techniques taken as an option applied by many SMEs businessmen. Although, it only spent a limited budget and low promotion cost, it could result a large output in attracting public attention. Thus, many SMEs businessmen decided to apply this technique. The aim of this research was to identify the effectiveness of guerrilla marketing in SMEs. This research used literature studies from 2012 to 2022. This research also used systematic literature review (SLR) method. Based on the research result, guerrilla marketing could affect positively and significantly on brand awareness that has brought positive effects to the customer purchasing decision on particular product. Moreover, this guerrilla marketing was an effective technique to reach out customers, because of innovative and creative ideas applied by the business owner and effectiveness in financial aspect.

KEYWORDS:

Guerrilla Marketing, SMEs

REFERENCES:

1) Damar-Ladkoo, Adjnu. 2016. “Guerilla Marketing of Fresh Organic Agricultural Products.” Theoretical Economics Letters 06(02): 246–55.

2) Farooqui, Raheel. 2021. “The Role of Guerilla Marketing for Consumer Buying Behavior in Clothing Industry of Pakistan Using Structural Equation Modeling (SEM).” South Asian Journal of Management Sciences 15(1): 52–68.

3) Hammad, Ahmed. 2021. “The Impact of Adopting Guerrilla Marketing on Increasing the Market Share of EgyptAir Airlines.” Journal of Association of Arab Universities for Tourism and Hospitality 0(0): 0–0.

4) Hidayat Feriawan. 2022. PBB akui sector UMKM menyumbang 90% bisnis di dunia. Beritasatu.com. https://www.beritasatu.com/ekonomi/944725/pbb-akui-sektor-umkm-menyumbang-90-bisnis-di-dunia (Diakses pada 15 Oktober 2022)

5) Jeevan, Priti. 2016. “ISSN: 2249-0558 ISSN: 2249-0558.” 6(1): 495–507.

6) Kabukcu, Evrim. 2017. “Creative Guerilla Marketing In Fashion: Festivals And Events.” (July).

7) Kanake, Anne Muthoni. “Effect Of Entrepreneurial Marketing Strategies On Performance Of Micro And Small Enterprises ( Mses ) In Kenya.” : 47–70.

8) Kitchenham, B. (2004). Procedures for performing systematic reviews. Keele, UK, Keele University, 33(2004), 1–26

9) Kuncoro Mudrajad, 1997, Ekonomi Pembangunan, Teori, Masalah dan Kebijakan, YKN, Yogyakarta.

10) Ladokun, I.O. 2019. “Entrepreneurial Marketing and Performance of Medium Size Hotel Businesses in Ibadan, Nigeria.” African Research Review 13(3): 15.

11) Levinson, J.C. (2013). Guerilla Marketing. Available at: http://www.gmarketing.com. Retrieved on: October 15, 2022.

12) Lubowa, Martin. 2020. “Editon Consortium Journal of Business and Management Studies ( ECJBMS ) Influence of Guerrilla Skills on Micro and Small Enterprise Survival.” 2(October): 69–80.

13) Mayners. R. (2013). What is Guerilla marketing?. (Diakses pada https://digitalfireflymarketing.com/what-guerilla-marketing).

14) McNaughton, M. J. (2008). Guerrilla communication, visual consumption, and consumer public relations. Public Relations Review, 34(3), 303-305. Doi 10.1016/j.pubrev.2008.03.031

15) Milak, Antonija, and Damir Dobrinic. 2017. “Customer Perception of Guerilla Marketing.” International Journal of Multidisciplinarity in Business and Science 3(4): 18–24.

16) Navrátilová, Ludmila, and František Milichovský. 2015. “Ways of Using Guerrilla Marketing in SMEs.” Procedia - Social and Behavioral Sciences 175: 268–74. http://dx.doi.org/10.1016/j.sbspro.2015.01.1200.

17) Selan, C V P, SLHVJ Lapian, and ... 2021. “The Effects of Guerilla Marketing on Consumer Purchase Intention With Brand Awareness As a Mediating Variable in Pt. Solusi ….” Jurnal EMBA: Jurnal … 9(4): 385–96. https://ejournal.unsrat.ac.id/index.php/emba/article/view/36297%0Ahttps://ejournal.unsrat.ac.id/index.php/emba/article/viewFile/36297/33795.

18) Sharma, R, and S K Sharma. 2015. “Influence of Guerrilla Marketing on Cell Phone Buying Decisions in Urban Market of Chhattisgarh-A Study.” International Journal in Management and … (November 2015). https://www.researchgate.net/profile/Rahul-Sharma 69/publication/325473582_INFLUENCE_OF_GUERRILLA_MARKETING_ON_CELL_PHONE_BUYING_DECISIONS_IN_URBAN_MARKET_OF_CHHATTISGARH-A_STUDY/links/5b1018634585150a0a5d3329/INFLUENCE-OF-GUERRILLA-MARKETING-ON-CELL-PHON.

19) Sharma, Rahul. 2019. “Guerrilla Weapons: Effect on Cell Phone Purchasing Behaviour of Customers.” XII(Viii): 377–84.

20) Yildiz, Salih. 2017. “Effects of Guerrilla Marketing on Brand Awareness and Consumers’ Purchase Intention 1.” Cilt: 6 Sayı 177: 6–12. http://wvpllc.wordpress.com.