Abstract
Micro, Small and Medium Enterprises (MSMEs) face challenges in business growth and often face bankruptcy due to various factors, such as declining consumer demand for their products and the rapid advancement of digital marketing technologies. This shift in consumer behavior towards digital platforms has particularly affected MSMEs in Medan City, leading to prolonged closures. To address this issue, this study aims to investigate the effectiveness of content marketing and influencer marketing strategies, along with the role of banking guarantees, in mitigating bankruptcy risks for MSMEs in the region. Using data analysis via SmartPLS software, the findings reveal that while content marketing alone doesn't show a direct positive impact, it significantly contributes to banking guarantees. Additionally, influencer marketing plays a significant role in enhancing banking guarantees and mitigating bankruptcy risks. Moreover, banking guarantees serve as a crucial intervening variable, amplifying the impact of both content and influencer marketing strategies in overcoming bankruptcy challenges for MSMEs.
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