The Effectiveness of Guerrilla Marketing for Small Business: A Systematic Literature Review
Journal Title: Journal of Economics, Finance and Management Studies - Year 2022, Vol 5, Issue 11
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.
Authors and Affiliations
Ratih Mukti Azhar
Keywords
Related Articles
- EP ID EP726531
- DOI 10.47191/jefms/v5-i11-11
- Views 40
- Downloads 0
Nature, Composition and Evaluation Criteria of Investment Power
The article explores the concept of investment potential, which is an important issue in the development of the national economy, from a scientific and theoretical point of view. In addition, the criteria for assessing...
The Influence of Strategic-Based View and Strategic Orientation on the rganizational Performance of the Indonesian Navy in Maintaining the Regional Security Stability in South China Sea Mediated by Strategic Coordinating Management
The main objective of this study is to analyze the strategic resources based view and strategic orientation of the organizational performance of the Indonesian Navy in maintaining the regional security stability in South...
Non-Tariff Barriers and Their Effect on Export: Evidence from 5 Asean Countries
Protection or trade restriction in a country comes at an economic cost to domestic consumers and short run benefit to producers of the country. Tariff and non-tariff barriers (NTBs) are government policies to protect d...
Fiscal policy and the private sector and the relationship between them Iraq as a model for the period (2003-2017)
The fiscal policy is one of the important economic policy used by the state, as it seeks through its tools to achieve economic and social goals, thus satisfying public needs, achieving economic growth and stability, and...
Fraud Detection of LPG 3 Kg at SPPBE PSO PT XYZ in Indonesia
Determent the potential of fraud, early detection of fraud it’s important things. Fraud detection can help management to evaluate the control system, showing of internal control weaknesses and prevent losses that will be...