Integrasi Strategi Pemasaran Digital dan Manajemen Keuangan: Studi Kasus pada UMKM di Indonesia
DOI:
https://doi.org/10.51903/e-bisnis.v18i2.2584Keywords:
Digital transformation of MSMEs; Marketing integration; Finance; Micro-business sustainability;Abstract
This study explores the dynamics of strategic integration between digital marketing and financial management in Micro, Small, and Medium Enterprises (MSMEs) in Indonesia within the context of digital transformation. Using a library research approach with an exploratory-descriptive orientation, this study comprehensively analyzes the phenomenon of digital technology adoption and financial management implementation in Indonesian MSMEs for the period 2019-2024. The results identified substantial awareness of the urgency of digital transformation among MSMEs, and significant variations were identified in the level of adoption and optimization of digital technology—with social media platforms being the dominant instrument in marketing strategies. In the financial management dimension, financial literacy and the implementation of a digitalized recording system are fundamental determinants of operational sustainability. The interrelationship between digital marketing and financial management is manifested in the adoption of digital payment systems, strategic content management based on financial efficiency, and standardization of integrated business processes. The recommended capacity building model includes comprehensive training, ongoing mentoring, ecosystem collaboration, process standardization, and the integration of risk mitigation strategies. The strategic implications of this integration include optimizing resource allocation, strengthening integrative data-driven decision-making capacity, constructing responsive business models, enhancing financial sustainability, and accelerating business scalability. The novelty of this research is its focus on the integration of digital marketing and financial management in MSMEs post-COVID-19, a topic that has not been widely explored in depth in Indonesia.
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