<![CDATA[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.]]>
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