STRATEGY OPTIMIZATION TO DEVELOP MICRO SMALL AND MEDIUM ENTERPRICE (MSMES) PERFORMANCE IN DIGITAL ERA USING FINANCIAL TECHNOLOGY AND DIGITAL MARKETING

Abstrak

Introduction/Main Objectives: The success of MSMEs plays an important role in a country's economy, such as absorbing local labor by 96%.9% and contributing up to 61% to GDP. Currently, many entrepreneurs, both small and large scale, sell online using digital platforms, including MSMEs. Background Problems: MSMEs have a new problem, namely how to strategy to enter the digital market and reach new target markets but still be able to maintain existing markets by utilizing digital marketing and financial technology. Novelty: The novelty in this research is the use of qualitative phenomenology methods. This research also found new things in marketing in the digital era, namely business innovation, providing discounts, managing and retaining old customers, using paid digital marketing tactics, optimizing marketplaces and e-commerce, and utilizing delivery services. Research Methods: The research method used is phenomenology, namely a method that emphasizes extensive observation of the object being studied through an interview approach and is supported by image data or written and spoken words. This interview was conducted with 7 successful entrepreneurs in the digital market, namely the Bumbu Ndeso restaurant, Mas Faisal Fried Rice, Haldalku Shredded Chicken, Mamalia Shop, D'Qiya Brownis Chips, Widji Batik and Homemade Lily. Test the validity of the data using triangulation and data analysis using Miles and Huberman's model. Finding/Results: The results of this research show that the strategy for MSMEs to enter the digital market is selling products with digital marketing through social media and e-commerce, using financial technology to improve services in transactions and enabling MSMEs to obtain additional business capital, improve product quality and provide optimal service by establishing good relationships with customers. Conclusion: From the research results, several advantages or disadvantages of digital marketing compared to conventional Introduction/Main Objectives: The success of MSMEs plays an important role in a country's economy, such as absorbing local labor by 96%.9% and contributing up to 61% to GDP. Currently, many entrepreneurs, both small and large scale, sell online using digital platforms, including MSMEs. Background Problems: MSMEs have a new problem, namely how to strategy to enter the digital market and reach new target markets but still be able to maintain existing markets by utilizing digital marketing and financial technology. Novelty: The novelty in this research is the use of qualitative phenomenology methods. This research also found new things in marketing in the digital era, namely business innovation, providing discounts, managing and retaining old customers, using paid digital marketing tactics, optimizing marketplaces and e-commerce, and utilizing delivery services. Research Methods: The research method used is phenomenology, namely a method that emphasizes extensive observation of the object being studied through an interview approach and is supported by image data or written and spoken words. This interview was conducted with 7 successful entrepreneurs in the digital market, namely the Bumbu Ndeso restaurant, Mas Faisal Fried Rice, Haldalku Shredded Chicken, Mamalia Shop, D'Qiya Brownis Chips, Widji Batik and Homemade Lily. Test the validity of the data using triangulation and data analysis using Miles and Huberman's model. Finding/Results: The results of this research show that the strategy for MSMEs to enter the digital market is selling products with digital marketing through social media and e-commerce, using financial technology to improve services in transactions and enabling MSMEs to obtain additional business capital, improve product quality and provide optimal service by establishing good relationships with customers. Conclusion: From the research results, several advantages or disadvantages of digital marketing compared to conventional