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All Journal PARADUTA : Jurnal Ekonomi dan Ilmu-Ilmu Sosial
Nurisa Farahida Harahap
Fakultas Ekonomi dan Bisnis, Universitas Pamulang, Indonesia
Humanities Economics, Econometrics & Finance Social Sciences

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Strategi Pemasaran Digital Dan Pengelolaan Arus Kas Pada Umkm: Studi Kasus Pengambilan Keputusan Keuangan Dan Pemasaran Terintegrasi Di Era Transformasi Digital Hengki Hermawan; Supatmin; Yossy Wahyu Indrawan; Nurisa Farahida Harahap
Paraduta : Jurnal Ekonomi dan Ilmu-Ilmu Sosial Vol 4 No 3 (2026): Oktober
Publisher : Universitas Madako Tolitoli

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56630/paraduta.v4i3.1958

Abstract

This study aims to explore how micro, small, and medium enterprises (MSMEs) design digital marketing strategies, manage cash flow, and integrate both functions in everyday managerial decisions. The study adopts a qualitative approach with a multiple-case study design involving six culinary and fashion MSMEs in South Tangerang, Indonesia. Data were collected through in-depth semi-structured interviews, participant observation, and document analysis, then analysed using the interactive model of data condensation, data display, and conclusion drawing, assisted by NVivo 14 software for coding, case classification, and matrix queries. The findings reveal that every digital marketing decision is simultaneously a cash decision, because promotions, paid advertising, and marketplace sales shift the timing of cash inflows and outflows. Four integration patterns emerged, namely reactive, defensive, inventory-driven, and rule-based integration, which differ in how owners connect marketing spending with cash position, inventory readiness, and the timing of marketplace disbursement. Enterprises that apply simple practical rules, such as a fixed percentage of last month's revenue or advertising only when raw materials are available, maintain more stable liquidity while still growing their sales. The study proposes a contextual integrative model that positions cash readiness as the starting point of marketing decisions in MSMEs.
Co-Authors Hengki Hermawan Supatmin Yossy Wahyu Indrawan