Leveraging Financial Technology and Digital Marketing for MSME Growth

In the tourist hamlet of Panyeredan, Cisalak, Subang, the aim of this research is to determine the partial and simultaneous effects of financial technology and digital marketing on increasing the income of MSME managers. This study examines the impact of digital marketing on revenue enhancement, financial technology on income improvement, and the combined effect of both on micro, small, and medium-sized companies (MSME). With a sample size of 100 MSME entrepreneurs running the tourism village, the study uses a quantitative method, including factor analysis and structural equation modelling (SEM) based on a single cross-sectional design. The results show that while digital marketing has no discernible effect, implementing financial technology significantly increases income. However, digital marketing and banking technology work together to increase MSME revenue significantly. These findings emphasize how crucial it is to combine the two technologies to enhance MSME revenue growth. The comprehensive analysis underscores the novelty and synergistic benefits of integrating financial technology with digital marketing strategies.