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All Journal West Science Interdisciplinary Studies West Science Interdisciplinary Studies Jurnal Indovisi
Hansen Hein Rumtutuly
Pattimura University
Humanities Economics, Econometrics & Finance Environmental Science Social Sciences

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The Impact of Social Media Marketing and Financial Technology on MSME Performance in Ambon City Jacsy Tubalawony; Hansen Hein Rumtutuly
West Science Interdisciplinary Studies Vol. 4 No. 04 (2026): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v4i04.2793

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a vital role in regional economic development, particularly in archipelagic areas such as Ambon City, which face geographical constraints and limited market access. This study aims to examine the impact of Social Media Marketing and Financial Technology on MSME performance in Ambon City. A quantitative explanatory approach was employed using survey data collected from 200 MSME owners who actively utilize social media and financial technology services. The data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results indicate that both Social Media Marketing and Financial Technology have positive and significant effects on MSME performance. Financial Technology demonstrates a more dominant influence by improving transaction efficiency, accelerating cash flow turnover, and enhancing financial management practices. Meanwhile, Social Media Marketing contributes to increasing product visibility, expanding market reach, and strengthening relationships with customers. Furthermore, the findings reveal that the integration of financial technology and digital marketing creates a synergistic effect that enhances overall MSME performance. These findings highlight the importance of adopting an integrated digital strategy to improve MSME competitiveness and sustainability in archipelagic regions. The study provides practical insights for MSME owners and policymakers in designing more effective digital empowerment strategies.
The Impact of Social Media Marketing and Financial Technology on MSME Performance in Ambon City Jacsy Tubalawony; Hansen Hein Rumtutuly
West Science Interdisciplinary Studies Vol. 4 No. 04 (2026): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v4i04.2793

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a vital role in regional economic development, particularly in archipelagic areas such as Ambon City, which face geographical constraints and limited market access. This study aims to examine the impact of Social Media Marketing and Financial Technology on MSME performance in Ambon City. A quantitative explanatory approach was employed using survey data collected from 200 MSME owners who actively utilize social media and financial technology services. The data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results indicate that both Social Media Marketing and Financial Technology have positive and significant effects on MSME performance. Financial Technology demonstrates a more dominant influence by improving transaction efficiency, accelerating cash flow turnover, and enhancing financial management practices. Meanwhile, Social Media Marketing contributes to increasing product visibility, expanding market reach, and strengthening relationships with customers. Furthermore, the findings reveal that the integration of financial technology and digital marketing creates a synergistic effect that enhances overall MSME performance. These findings highlight the importance of adopting an integrated digital strategy to improve MSME competitiveness and sustainability in archipelagic regions. The study provides practical insights for MSME owners and policymakers in designing more effective digital empowerment strategies.
Transformasi digital terintegrasi sebagai penggerak keunggulan kompetitif UMKM Hansen Hein Rumtutuly; Venezia Thalia Metekohy; Pathrisye Richendi Limba; Simon Hendrik Leasa
Jurnal Indovisi Vol. 7 No. 3 (2025): Jurnal Indovisi
Publisher : Indonesian Indovisi Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32698/19071608

Abstract

Penelitian ini bertujuan untuk menganalisis peran transformasi digital terintegrasi yang mencakup pemanfaatan kecerdasan buatan (AI), optimalisasi sumber daya manusia (SDM) berbasis kapabilitas digital, strategi pemasaran digital, serta penggunaan layanan fintech dalam mendorong keunggulan kompetitif UMKM di Kota Ambon. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik analisis Partial Least Squares Structural Equation Modeling (PLS-SEM) untuk menguji hub-ungan antarvariabel. Pengumpulan data dilakukan melalui penyebaran kuesioner kepa-da pelaku UMKM yang telah menerapkan teknologi digital dalam aktivitas bisnisnya. Hasil penelitian menunjukkan bahwa transformasi digital melalui peningkatan kemam-puan teknologi, integrasi pemasaran digital, dan kesiapan SDM berpengaruh signifikan terhadap peningkatan daya saing UMKM. Namun, analisis validitas diskriminan mengindikasikan adanya tumpang tindih konsep pada beberapa konstruk, khususnya antara AI, fintech, dan keunggulan kompetitif. Simpulan penelitian menegaskan bahwa transformasi digital yang terintegrasi mampu menjadi penggerak utama keunggulan kompetitif UMKM di Ambon, terutama ketika ditopang oleh SDM yang adaptif dan strategi pemasaran digital yang efektif. Temuan ini memberikan implikasi penting bagi pengembangan kebijakan dan pendampingan UMKM dalam menghadapi dinamika ekonomi berbasis teknologi.
Peran moderasi literasi keuangan dalam hubungan antara adopsi fintech dan kinerja keuangan UMKM di kota Ambon Martha Racwel Patty; Hansen Hein Rumtutuly
Jurnal Indovisi Vol. 6 No. 2 (2024): Jurnal Indovisi
Publisher : Indonesian Indovisi Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32698/1907808

Abstract

This study aims to examine the influence of financial technology (fintech) adoption on the financial performance of micro, small, and medium enterprises (MSMEs) in Ambon City, with financial literacy serving as a moderating variable. A quantitative approach was applied using a survey method involving 83 MSME owners who have utilized fintech services in their business operations. Data analysis was carried out using SmartPls through the assessment of the outer and inner models. The findings reveal that fintech adoption has a positive and significant effect on MSME financial performance. This suggests that the use of fintech enhances operational efficiency, expands access to financial services, and accelerates transaction processes. Moreover, financial literacy was found to strengthen the relationship between fintech adoption and financial performance, indicating that MSMEs with higher levels of financial literacy are better able to optimize the use of financial technology to improve their business outcomes. The study contributes to the advancement of digital financial management literature and provides practical implications for improving financial literacy and promoting MSME digitalization in island-based regions.
Co-Authors Jacsy Tubalawony Martha Racwel Patty Pathrisye Richendi Limba Simon Hendrik Leasa Venezia Thalia Metekohy