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All Journal COUNT: Journal of Accounting, Business and Management
Tiya Nurfauziah
Program Studi Akuntansi, Fakultas Ekonomi dan Bisnis, Universitas Tanjungpura
Economics, Econometrics & Finance

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THE EFFECT OF FINANCIAL TECHNOLOGY AND DIGITAL MARKETING ON THE SUSTAINABILITY OF CULINARY MSMEs IN PONTIANAK CITY Resti Siswanti Ningsih; Tiya Nurfauziah; Djunita Permata Indah
Count : Journal of Accounting, Business and Management Vol. 4 No. 2 (2026): COUNT: Journal of Accounting, Business and Management
Publisher : CV. Fahr Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61677/count.v4i2.1098

Abstract

Sustainability of culinary MSMEs (Micro, Small, and Medium Enterprises) remains a critical concern for Pontianak's local economy. To explore this dynamic, this quantitative research examines the impact of digital marketing and financial technology on culinary enterprise sustainability in Pontianak City. Utilizing a survey approach, 81 respondents were selected via purposive sampling and analyzed using SPSS-assisted multiple linear regression. The findings demonstrate financial technology has a substantial positive impact on sustainability (t-stat = 3.104, sig. = 0.003), whereas digital marketing alone yields no significant partial effect (t-stat = 1.388, sig. = 0.169). Nevertheless, the simultaneous test confirms that both variables significantly affect MSME continuity (F-stat = 8.107, sig. = 0.001), explaining 15.1% of the variance.These insights highlight that digital financial tools serve as a primary catalyst for survival, whereas digital marketing strategies demand enhanced guidance and training. Therefore, practitioners are advised to maximize financial tech adoption, while policymakers and stakeholders ought to implement targeted digital marketing training initiatives to secure enduring business resilience.
Co-Authors Djunita Permata Indah Resti Siswanti Ningsih