relation: https://repository.stimlasharanjaya.ac.id/id/eprint/386/
title: Digital Convergence of Fintech and Marketing: A Qualitative Study of MSMES Integration Strategies on E-Commerce Platforms in Makassar
creator: Gunawan, Aden
creator: Galib, Mukhtar
creator: Maulana
creator: Amiruddin
description: The rapid expansion of financial technology (fintech) and digital marketing has transformed how Micro, Small, and Medium Enterprises (MSMEs) operate within e-commerce ecosystems. Although both technologies are widely adopted, limited research has examined how MSME owners integrate financial and marketing functions in everyday  business  practices.  This  study  investigates  how  MSMEs  in  Makassar  construct  and managesthe convergence of fintech and digital marketing to support business growth and customer engagement. A qualitative approach  was  employed  through  semi-structured  interviews  with  eight  MSME  owners  actively  utilizing  e-commerce  platforms  and  digital  payment  systems.  Data  were  analyzed  using  thematic  analysis  informed  by sensemaking theory and service-dominant logic. The findings reveal five interrelated themes: digital payment trust as  a  marketing  asset,  social  media  as  a  conversion  bridge  to  platform  commerce,  sensemaking  under  digital complexity,  resource  allocation  logic  in  digital  ecosystems,  and  integration  barriers  and  strategic  gaps.  The results  indicate  that  digital  payment  technologies  serve  not  only  transactional  functions  but  also  strengthen customer trust and business credibility. Social media platforms operate as customer acquisition channels, while e-commerce platforms provide transactional infrastructure. MSME owners continuously interpret platform data, customer behavior, and technological changes to coordinate marketing and financial activities. However, limited analytical  capabilities  andfragmented  digital  systems  continue  to  constrain  deeper  integration.This  study contributes to the digital entrepreneurship literature by demonstrating that MSME digitalization depends on the strategic coordination of fintech and marketing resources rather than the isolated adoption of digital tools. The findings  highlight platform  literacy  as  an  important  capability  for  enhancing  competitiveness  within  platform-based business ecosystems.
publisher: MARIOBRE
date: 2026-06
type: Artikel
type: NonPeerReviewed
format: text
language: en
identifier: https://repository.stimlasharanjaya.ac.id/id/eprint/386/1/digital-convergence-of-fintech-and-marketing-a-qualitative-study-of-msmes-integration-strategies-on-e-commerce-platforms-in-makassar.pdf
identifier:   Digital Convergence of Fintech and Marketing: A Qualitative Study of MSMES Integration Strategies on E-Commerce Platforms in Makassar Aden Gunawan; Mukhtar Galib; Maulana; Amiruddin  June 2026  Artikel Jurnal  Fintech, Digital Marketing, MSMEs, E-Commerce,QRIS, Platform Literacy Lihat Detail