Implementation Of Video And Influencer Marketing Strategies To Improve The Competitiveness Of Msmes: A Case Study Of Msmes In Manado City

Abstract

This study analyzes the application of video marketing and influencer marketing strategies in enhancing the competitiveness of Micro, Small, and Medium Enterprises (MSMEs) in Manado City. The increasing importance of digital technology in expanding market reach and strengthening brand awareness makes these strategies promising alternatives for MSMEs to compete in the global market. This research aims to examine the influence of video and influencer marketing on brand awareness, sales, and competitiveness of MSMEs, as well as to identify challenges encountered in their implementation. The study employs a quantitative research approach with data collected through surveys distributed to MSME owners and managers in Manado City. The findings reveal that both video marketing and influencer marketing have a positive and significant impact on MSME competitiveness, primarily through improved visibility, customer engagement, and brand recognition. However, limitations in digital literacy and marketing budget remain challenges in optimizing these strategies. The study concludes that effective utilization of digital marketing tools, particularly video content and influencer collaborations, can substantially strengthen the market position of MSMEs in the digital era.