Digital Convergence of Fintech and Marketing: A Qualitative Study of MSMES Integration Strategies on E-Commerce Platforms in MakassarAdenGunawanauthorMukhtarGalibauthorMaulanaauthorAmiruddinauthorThe 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.2026-06MARIOBREArtikel