The Effectiveness of Guerrilla Marketing for Small Business: A Systematic Literature Review

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.