Micro-Influencers and Micro-Communities As Low-Cost Global Branding Strategies for Indonesian Msmes

Laili Munzidah; Khoirotunnisak; Abdul  Rozaq; M. Rafif  Arkananta; Agung  Kurniawan; Akhmad Aiyon  Saifulloh; Nunuk  Indarti

doi:10.63922/ijebir.v5i04.4715

Laili Munzidah 7Universitas PGRI Wiranegara
Khoirotunnisak Universitas PGRI Wiranegara
Abdul Rozaq Universitas PGRI Wiranegara
M. Rafif Arkananta Universitas PGRI Wiranegara
Agung Kurniawan Universitas PGRI Wiranegara
Akhmad Aiyon Saifulloh Universitas PGRI Wiranegara
Nunuk Indarti Universitas PGRI Wiranegara

DOI: https://doi.org/10.63922/ijebir.v5i04.4715

Keywords: Micro Influencer, Micro Community, Global Branding, Indonesian MSMEs, Digital Marketing

Abstract

This study aims to analyze the use of micro-influencers and micro-communities as an alternative low-cost and effective global branding strategy for Indonesian Micro, Small, and Medium Enterprises (MSMEs) in the era of digital transformation. In the midst of the limitations of conventional marketing budgets, MSMEs are required to be adaptive in building brand awareness and customer loyalty across regional borders in order to penetrate the international market. Using a qualitative descriptive analysis approach based on literature review and empirical case studies, the results of the study show that the synergy between the characteristics of micro-influencers who have a high engagement rate and content authenticity with the depth of interaction in the micro-community able to form an integrated, organic, and sustainable digital marketing ecosystem. This combination has proven to be effective in reducing customer acquisition costs and accelerating the process of diffusion of local brand innovation in the global market. Despite being faced with internal challenges such as low digital literacy of business actors and content inconsistencies, the implementation of this strategy can be optimized through structured mentoring programs, strengthening brand identities based on local wisdom, and conducive regulatory and infrastructure support from the government.

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