Implementasi Teknologi Keuangan Dan Pemasaran Digital Dalam Meningkatkan Daya Saing UMKM

Dona  Elvia Desi; Afdhal Chatra; Dede Pramurza

doi:10.47709/jebma.v6i1.8116

Authors

Dona Elvia Desi Sekolah Tinggi Ilmu Ekonomi Sakti Alam Kerinci
Afdhal Chatra Sekolah Tinggi Ilmu Ekonomi Sakti Alam Kerinci
Dede Pramurza Sekolah Tinggi Ilmu Ekonomi Sakti Alam Kerinci

DOI:

https://doi.org/10.47709/jebma.v6i1.8116

Keywords:

Daya Saing, Digital marketing, Digital Financial, Importance Perfomance Analysis, Moderated Regression Analysis

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Financial Technology (FinTech) dan Digital Marketing terhadap peningkatan daya saing UMKM di Kota Sungai Penuh serta merumuskan strategi prioritas pengembangannya Metode: Metode penelitian menggunakan pendekatan campuran (mixed methods) dengan desain eksplanatori. Data kuantitatif dikumpulkan melalui survei terhadap 288 pelaku UMKM yang dipilih secara purposive dan dianalisis menggunakan Moderated Regression Analysis (MRA) serta Importance Performance Analysis (IPA). Hasil: Hasil penelitian menunjukkan bahwa FinTech (?=0,318) dan Digital Marketing (?=0,462) berpengaruh positif signifikan terhadap daya saing, sementara Digital Marketing berperan sebagai pure moderator yang memperkuat hubungan FinTech terhadap daya saing (? interaksi=0,187). Analisis IPA mengidentifikasi lima aspek prioritas peningkatan, yaitu efektivitas iklan digital, keamanan transaksi fintech, konsistensi posting, integrasi fintech marketing, dan kualitas konten. Penelitian ini menyimpulkan bahwa sinergi antara FinTech dan Digital Marketing merupakan strategi kunci dalam memperkuat daya saing dan keberlanjutan UMKM di era digital. Kesimpulan: FinTech dan Digital Marketing terbukti secara signifikan meningkatkan daya saing UMKM di Kota Sungai Penuh, dengan Digital Marketing berperan sebagai penguat (moderator) hubungan FinTech terhadap daya saing. Sinergi keduanya menjadi strategi kunci, dengan prioritas utama pada efektivitas iklan digital, keamanan transaksi, konsistensi konten, dan integrasi pemasaran digital

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