Synergy between Digital Marketing, E-Commerce, and Fintech in Accelerating MSME Revenue

Abstract

This research explores how digital marketing, e-commerce, and financial technology (fintech) interact in boosting the revenue of Micro, Small, and Medium Enterprises (MSMEs). A quantitative method was applied involving 120 MSME respondents selected using Slovin’s formula. Regression analysis was employed to examine the relationship among the variables. Findings reveal that digital marketing and fintech significantly enhance MSME revenue, while the influence of e-commerce appears weaker and in some cases negative. These results indicate that the optimization of MSME performance occurs when digital marketing initiatives and fintech adoption are aligned. The study also recommends that MSME actors strengthen digital literacy, utilize secure fintech platforms, and adapt e-commerce practices to the habits of local consumers. Future studies are encouraged to investigate long-term impacts and the contribution of digital ecosystem maturity.