Pemanfaatan Platform Digital oleh UMKM dalam Integrasi Digital Marketing dan Fintech

  • Iskandar Fakultas Ekonomi dan Bisnis, Universitas Bosowa Makassar
  • Muharram Sekolah Tinggi Ilmu Manajemen Lasharan Jaya
  • Sukarno Hatta Sekolah Tinggi Ilmu Manajemen Lasharan Jaya
  • Jumiati Syam Sekolah Tinggi Ilmu Manajemen Lasharan Jaya Makassar
DOI: https://doi.org/10.63416/mrb.v3i1.352
Keywords: UMKM, Digital Marketing, Fintech, Transformasi Digita

Abstract

Transformasi digital telah menjadi kebutuhan mendesak bagi usaha mikro, kecil, dan menengah (UMKM) dalam menghadapi dinamika bisnis era digital. Penelitian ini bertujuan untuk mengeksplorasi bagaimana UMKM mengintegrasikan digital marketing dan layanan fintech dalam operasional bisnis mereka serta mengidentifikasi tantangan yang dihadapi. Menggunakan pendekatan kualitatif studi kasus eksploratif, data dikumpulkan melalui wawancara mendalam, observasi, dan dokumentasi pada 10 pelaku UMKM di Kota Makassar. Hasil penelitian menunjukkan bahwa integrasi antara digital marketing dan fintech terjadi secara organik, melalui penggunaan media sosial untuk promosi dan platform pembayaran digital seperti e-wallet dan QRIS untuk transaksi. Tantangan utama yang dihadapi adalah rendahnya literasi digital, keterbatasan infrastruktur teknologi, dan kekhawatiran terhadap keamanan data. Penelitian ini menyimpulkan bahwa integrasi digital memberikan dampak positif terhadap efisiensi bisnis UMKM, namun memerlukan dukungan edukasi dan regulasi yang lebih kuat agar dapat diadopsi secara optimal

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Vol.3 No.1, June 2025
Published
2025-06-09
How to Cite
Iskandar, Muharram, Hatta, S., & Syam, J. (2025). Pemanfaatan Platform Digital oleh UMKM dalam Integrasi Digital Marketing dan Fintech . Journal of Marketing Management and Innovative Business Review, 3(1), 104-109. https://doi.org/10.63416/mrb.v3i1.352
Issue
Vol. 3 No. 1 (2025): Mariobre, June 2025 (e-ISSN: 3031-4208)
Section
Articles

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