Digital Convergence of Fintech and Marketing: A Qualitative Study of MSMES Integration Strategies on E-Commerce Platforms in Makassar
Keywords:
Digital Marketing, Fintech, MSMEs, E-Commerce, QRIS
Abstract
Perkembangan pesat teknologi keuangan (fintech) dan pemasaran digital telah secara fundamental mengubah lanskap persaingan bagi usaha mikro, kecil, dan menengah (UMKM) di Indonesia. Di pusat-pusat kota seperti Makassar, pelaku UMKM semakin memanfaatkan konvergensi sistem dompet elektronik, infrastruktur pembayaran QRS, dan alat promosi media sosial dalam platform e-commerce utama seperti Tokopedia dan Shopee. Namun, logika strategis yang mengatur bagaimana para pengusaha ini secara bersamaan mengelola adopsi fintech dan integrasi pemasaran digital masih kurang dipahami dari perspektif manajerial kualitatif. Studi ini meneliti strategi adaptif yang digunakan pemilik UMKM di Makassar untuk mengintegrasikan instrumen fintech dan praktik pemasaran digital dalam ekosistem e-commerce. Dengan menggunakan pendekatan kualitatif deskriptif dengan desain studi kasus multi-lokasi, data dikumpulkan melalui wawancara mendalam dengan pemilik UMKM yang aktif menggunakan solusi pembayaran fintech dan pemasaran media sosial. Temuan mengungkapkan tiga dimensi strategis inti: membangun kepercayaan pembayaran digital, akuisisi pelanggan yang didorong oleh media sosial, dan sinkronisasi promosi-pembiayaan terintegrasi. Studi ini menyimpulkan bahwa digitalisasi UMKM yang sukses bukanlah hasil dari adopsi alat secara terisolasi, melainkan strategi konvergen yang disengaja yang menyelaraskan fungsi keuangan dan pemasaran dalam ekosistem digital yang terpadu.
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Calvard, T. S. (2016). Big data, organizational learning, and sensemaking: Theorizing interpretive challenges under conditions of dynamic complexity. Management Learning, 47(1), 65–82. https://doi.org/ 10.1177/1350507615592113
Creswell, J. W., & Poth, C. N. (2016). Qualitative Inquiry and Research Design: Choosing Among Five Approaches. SAGE Publications.
Galib, M., Faridah, F., Muharram, M., & Thanwain, T. (2024). Transformasi Digital UMKM: Analisis Pemasaran Online dan Dampaknya terhadap Ekonomi Lokal di Indonesia. Journal of Economics and Regional Science, 4(2), 115–128. https://doi.org/10.52421/jurnal-esensi.v4i2.531
Galib, M., Haerani, S., Maming, J., & Munir, A. (2022). The Effect of Using Social Media Marketing and Market Orientation on the Performance of Culinary MSMEs in Makassar. Proceeding of The International Conference on Economics and Business, 1, 615–625. https://doi.org/10.55606/iceb.v1i2.227
Galib, M., & Rijal, S. (2025). Exploring Embedded Finance in Digital Marketing Impact on Marketing Strategy, User Experience and Customer Loyalty. Jurnal Administrasi Bisnis, 14(1), 27–38. https://doi.org/10.14710/jab.v14i1.65309
Galib, M., Rijal, S., Gunawan, A., & Maulana. (2025). Correlation Between Switching Costs and Customer Loyalty: Integration of AI in Theoretical and Practical Approaches. Journal of Marketing Management and Innovative Business Review, 2, 68–75. https://doi.org/ 10.63416/mrb.v2i2.309
Gunawan, A., Ardasanti, A., Amiruddin, & Galib, M. (2025). Peran Financial Technology (Fintech) dalam Meningkatkan Efektivitas Digital Marketing di Era Industri 4.0. Journal of Marketing Management and Innovative Business Review, 3, 110–114. https://doi.org/ 10.63416/mrb.v3i1.351
Handoyo, S. (2024). Purchasing in the digital age: A meta-analytical perspective on trust, risk, security, and e-WOM in e-commerce. Heliyon, 10(8). https://doi.org/10.1016/j.heliyon.2024.e29714
IDE 2024: Navigating Tomorrow - Katadata | Berita Ekonomi Bisnis Terbaru dan Terkini Hari Ini. (2024). https://katadata.co.id/IDE2024
Kalpokaite, N., & Radivojevic, I. (2019). Demystifying Qualitative Data Analysis for Novice Qualitative Researchers. The Qualitative Report. https://doi.org/10.46743/2160-3715/2019.4120
Leung, F. F., Gu, F. F., & Palmatier, R. W. (2022). Online influencer marketing. Journal of the Academy of Marketing Science, 50(2), 226–251. https:// doi.org/10.1007/ s11747-021-00829-4
Lindhult, E., Chirumalla, K., Oghazi, P., & Parida, V. (2018). Value logics for service innovation: Practice-driven implications for service-dominant logic. Service Business, 12(3), 457–481. https://doi.org/10.1007/s11628-018-0361-1
Modise, T. (2025). Is cash still king? Exploring how township retailers navigate physical and digital money. http://hdl.handle.net/11427/42448
Ozili, P. K. (2018). Impact of digital finance on financial inclusion and stability. Borsa Istanbul Review, 18(4), 329–340. https://doi.org/10.1016/j.bir.2017.12.003
Putri, W. A. U., Jam’an, A., & Hakib, A. (2026). ANALYSIS OF THE IMPACT OF PAYMENT DIGITALIZATION THROUGH QRIS ON THE ECONOMIC RESILIENCE OF MSMES IN MAKASSAR CITY. Multidisciplinary Indonesian Center Journal (MICJO), 3(2), 2575–2582. https://doi.org/10.62567/micjo.v3i2.2327
Rahayu, R., & Day, J. (2015). Determinant Factors of E-commerce Adoption by SMEs in Developing Country: Evidence from Indonesia. Procedia - Social and Behavioral Sciences, World Conference on Technology, Innovation and Entrepreneurship, 195, 142–150. https:// doi.org/10.1016/j.sbspro.2015.06.423
Sandberg, J., & Tsoukas, H. (2015). Making sense of the sensemaking perspective: Its constituents, limitations, and opportunities for further development. Journal of Organizational Behavior, 36(S1), S6–S32. https://doi.org/10.1002/ job.1937
Santosa, D. P. (2026). The Impact of QRIS on MSME Growth in Indonesia: A Strategic Framework for Digital Transformation. SCIENTIFIC JOURNAL OF REFLECTION : Economic, Accounting, Management and Business, 9(1), 35–43. https://doi.org/10.37481/sjr.v9i1.1334
Singh, S., Sahni, M. M., & Kovid, R. K. (2020). What drives FinTech adoption? A multi-method evaluation using an adapted technology acceptance model. Management Decision, 58(8), 1675–1697. https://doi.org/10.1108/MD-09-2019-1318
Sundari, A., & Pertiwi, R. D. (2025). Driving Social Commerce Adoption in Indonesia: The Role of Trust, Reviews, and Platform Features. Jurnal Ilmiah Multidisiplin Indonesia (JIM-ID), 4(10), 1401–1411.
Sutcliffe, K. M. (2016). Sensemaking. In The Palgrave Encyclopedia of Strategic Management (pp. 1–4). Palgrave Macmillan, London. https://doi.org/ 10.1057/978-1-349-94848-2_371-1
The Jakarta Post. (2023). The Jakarta Post—Still bold, fiercely independent. The Jakarta Post. https://www.thejakartapost.com
Published
2026-06-10
How to Cite
Gunawan, A., Galib, M., Maulana, & Amiruddin. (2026). Digital Convergence of Fintech and Marketing: A Qualitative Study of MSMES Integration Strategies on E-Commerce Platforms in Makassar. Journal of Marketing Management and Innovative Business Review, 4(1), 240-253. https://doi.org/10.63416/mrb.v4i1.501
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Copyright (c) 2026 Aden Gunawan, Mukhtar Galib, Maulana, Amiruddin
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