Guerrilla Digital Marketing Strategy for MSME Performance through Competency-Based Marketing, Social Communication, and Competitive Advantage

Agustini Tanjung; Felina Co Young

doi:10.59890/ijatss.v4i1.166

Authors

Agustini Tanjung Universitas Pelita Bangsa
Felina Co Young Philippine Women’s University

DOI:

https://doi.org/10.59890/ijatss.v4i1.166

Keywords:

Competence Marketing, Social Communication, Competitive Advantage, SMEs Performance, UMKM

Abstract

The performance of micro, small, and medium enterprises (MSMEs) is a crucial factor in supporting economic growth and business sustainability. However, the high level of competition demands that MSMEs have effective business management strategies. This study aims to analyze the influence of marketing competence, social communication, and competitive advantage on MSME performance. This study used a quantitative approach with a survey method with 30 MSMEs as respondents. Data were collected through questionnaires and analyzed using multiple linear regression analysis with the help of SPSS application. The results showed that marketing competence, social communication, and competitive advantage have a positive and significant effect on MSME performance both partially (t-test) and simultaneously (F-test). In addition, the results of the Model Summary analysis showed that the three independent variables have a fairly good ability to explain variations in MSME performance. These findings indicate that improving MSME performance requires strengthening marketing competence, effective social communication, and the development of sustainable competitive advantage. This study is expected to provide theoretical contributions to the development of MSME studies as well as practical implications for business actors and policymakers in designing MSME development strategies

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