Guerrilla Digital Marketing Boosts MSME Performance Through Skills, Communication, and Competitive Advantage
A peer-reviewed study by Agustini Tanjung of Universitas Pelita Bangsa and Felina Co Young of Philippine Women’s University finds that guerrilla digital marketing, when supported by strong marketing skills, social communication, and competitive advantage, significantly improves the performance of micro, small, and medium enterprises (MSMEs). Published in 2026 in the International Journal of Advanced Technology and Social Sciences (IJATSS), the research highlights practical strategies MSMEs can adopt to compete in an increasingly digital and crowded marketplace.
The study matters as MSMEs remain the backbone of many developing economies, including Indonesia and Southeast Asia, yet often struggle with limited budgets, low digital literacy, and intense competition. By focusing on creativity, communication, and internal capabilities rather than costly advertising, the research offers an accessible roadmap for sustainable business growth.
Why Guerrilla Digital Marketing Matters Today
Digital transformation has reshaped how businesses reach customers. Social media, online communities, and mobile platforms now dominate consumer attention. For MSMEs, this shift presents both opportunity and risk. While digital tools lower entry barriers, they also intensify competition, making it harder for small firms to stand out.
Many MSMEs still rely on conventional marketing methods and lack the resources to run large-scale digital campaigns. Guerrilla digital marketing addresses this gap. It emphasizes creativity, surprise, and unconventional use of digital media to generate high impact at low cost. When executed well, it can build brand awareness, spark engagement, and strengthen customer relationships without heavy spending.
Agustini Tanjung and Felina Co Young place this strategy within a broader framework, showing that guerrilla digital marketing works best when combined with marketing competence, effective social communication, and a clear competitive advantage.
How the Research Was Conducted
The researchers used a quantitative survey approach involving 30 MSMEs that actively use digital media and have operated for at least two years. Business owners responded to structured questionnaires measuring:
1. Marketing competence
2. Social communication practices
3. Competitive advantage
4. Overall MSME performance
The data were analyzed using statistical regression techniques to identify which factors most strongly influence business performance. The analysis focused on practical indicators such as sales growth, profitability, market reach, and business sustainability, rather than abstract theory.
Key Findings Explained Simply
The results show a clear and consistent pattern: MSME performance improves when businesses strengthen their internal capabilities and market position.
Main findings include:
1. Marketing competence improves performance. MSMEs with better skills in understanding customers, planning promotions, and using digital tools achieve higher business performance.
2. Social communication plays a critical role. Active, two-way communication with customers through social media and personal interaction builds trust, loyalty, and repeat business.
3. Competitive advantage is the strongest factor. Among all variables tested, competitive advantage had the most dominant influence on MSME performance.
4. Combined impact is substantial. Marketing competence, social communication, and competitive advantage together explain 67.4 percent of the variation in MSME performance.
In practical terms, this means that businesses perform better when they not only promote creatively, but also communicate well and offer clear value that differentiates them from competitors.
What Competitive Advantage Looks Like for MSMEs
Competitive advantage in this study refers to the ability of MSMEs to deliver superior value compared to competitors. This can take many forms:
1. Unique products or services
2. Better customer experience
3. Competitive pricing without sacrificing quality
4. Strong brand image and emotional connection
The findings show that marketing competence and social communication help MSMEs build this advantage. Once established, competitive advantage becomes the main driver of higher sales, profitability, and long-term stability.
As noted by Agustini Tanjung of Universitas Pelita Bangsa, competitive advantage allows MSMEs to “offer value that is difficult for competitors to imitate,” making businesses more resilient in volatile markets.
Real-World Impact for Businesses and Policymakers
For MSME owners, the study delivers a clear message: success does not require large advertising budgets. Instead, it depends on building skills, communicating authentically, and consistently offering value customers recognize.
For policymakers and business development institutions, the findings suggest that MSME support programs should go beyond financing. Training in digital marketing skills, communication, and competitive strategy can have a measurable impact on business performance.
In education, the research supports integrating practical digital marketing and communication skills into entrepreneurship and management curricula, preparing future business owners for real-world challenges.
Author Profiles
Agustini Tanjung, S.E., M.M.
Lecturer and researcher at Universitas Pelita Bangsa, Indonesia. Her expertise includes digital marketing, MSME performance, marketing competence, and competitive strategy.
Felina Co Young
Academic at Philippine Women’s University, Philippines. Her research interests focus on marketing, communication, and business performance in emerging economies.
Source
Article Title: Guerrilla Digital Marketing Strategy for MSME Performance through Competency-Based Marketing, Social Communication, and Competitive Advantage
Journal: International Journal of Advanced Technology and Social Sciences (IJATSS)
Year: 2026
DOI: https://doi.org/10.59890/ijatss.v4i1.166
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