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p-Index From 2021 - 2026
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All Journal Journal of Marketing Management and Innovative Business Review
Maulana
STIM Lasharan Jaya Makassar Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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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
Journal of Marketing Management and Innovative Business Review Vol. 4 No. 1 (2026): Mariobre, June 2026 (ISSN : 3031-4208)
Publisher : Management Study Program, Universitas Kristen Indonesia Paulus

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63416/mrb.v4i1.501

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.
Authenticity and Brand Sensemaking Process: A Narrative Analysis of Marketing Managers in Building Trust Through Long-Term Collaboration with Nano-Influencers Mukhtar Galib; Maulana; Jumiati Syam; Muharram
Journal of Marketing Management and Innovative Business Review Vol. 3 No. 2 (2025): Vol. 3 No. 2 (2025): Mariobre, December 2025 (e-ISSN: 3031-4208)
Publisher : Management Study Program, Universitas Kristen Indonesia Paulus

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63416/mrb.v3i2.421

Abstract

Abstract: The strategic shift towards authenticity in digital marketing has prioritized nano-influencers to build sustainable brand trust. However, authenticity remains an ambiguous, fluid, and complex concept for marketing managers to navigate. This study aims to describe the managerial sensemaking process used to define and evaluate nano-influencer authenticity, as well as analyze the narrative strategies implemented in long-term collaborations to build brand trust. A descriptive qualitative research approach was used, through a multi-site case study method. Data were collected through in-depth interviews with marketing managers, brand managers, and social media managers. Findings indicate that managerial sensemaking towards authenticity is a nuanced qualitative process that focuses on three key dimensions: value alignment, relatable content aesthetics, and perceived intrinsic motivation, rather than solely on quantitative metrics. Strategic implementation relies on managing long-term relational partnerships that provide creative autonomy. The impact of this adaptive management is reflected in increased message credibility and community loyalty. This study concludes that structured, relational, and sensemaking-based nano-influencer partnership management can significantly increase sustainable brand trust, while offering a best practice model for marketing practitioners
Co-Authors Aden Gunawan Amiruddin Jumiati Syam Muharram Mukhtar Galib