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All Journal Jurnal Ilmiah Akuntansi Kesatuan Transekonomika : Akuntansi, Bisnis dan Keuangan CASHFLOW : CURRENT ADVANCED RESEARCH ON SHARIA FINANCE AND ECONOMIC WORLDWIDE Journal Economic Business Innovation Ecoducation
Retnosari
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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Journal : Jurnal Ilmiah Akuntansi Kesatuan

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Empirical Analysis of Fintech and Marketing Strategy Impact on MSME Development in Magelang Astutik, Erni Puji; Retnosari
Jurnal Ilmiah Akuntansi Kesatuan Vol. 13 No. 5 (2025): JIAKES Edisi Oktober 2025
Publisher : Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jiakes.v13i5.4204

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a crucial role in regional economic growth, yet their development is often constrained by limited access to financial services and ineffective marketing strategies. This study aims to examine the influence of financial technology and marketing strategies on MSME development in Magelang Regency. A quantitative approach was employed using primary data collected through questionnaires distributed to MSME actors who utilize fintech services. The data were analyzed using multiple linear regression to test the effect of independent variables on MSME development. The results indicate that financial technology has a significant positive effect on MSME growth, particularly through improved transaction efficiency, payment security, and access to financial services. In contrast, marketing strategy does not show a statistically significant impact, suggesting that current practices remain relatively simple and limited in scope. However, the interaction between fintech and marketing holds potential to enhance brand awareness and consumer trust, particularly through digital payments and online marketplaces. The study concludes that fintech adoption is a key driver of MSME development, while marketing strategies require further strengthening. Policymakers and business stakeholders are encouraged to promote fintech literacy and digital marketing training to support sustainable MSME growth.
Co-Authors Astutik, Erni Puji Muhamad Wahyudi, Muhamad Ramadhani, Devita Ratri, Apriliana Kurnia Umi Kulsum