Sustainability UMKM Cirebon: Literasi Keuangan, Fintech Lending, Digitalisasi, dan Strategi Pemasaran

Gytha Nurhana Dhea Praadha Gitama; Dessy Kumala Dewi; Ilham Hidayat; Ridho Fardani; Adilla Sukma

doi:10.32534/jpk.v12i4.7999

Penulis

Gytha Nurhana Dhea Praadha Gitama Fakultas Ekonomi dan Bisnis, Universitas Catur Insan Cendekia
Dessy Kumala Dewi Fakultas Ekonomi dan Bisnis, Universitas Catur Insan Cendekia
Ilham Hidayat Fakultas Ekonomi dan Bisnis, Universitas Catur Insan Cendekia
Ridho Fardani Fakultas Ekonomi dan Bisnis, Universitas Catur Insan Cendekia
Adilla Sukma Fakultas Ekonomi dan Bisnis, Universitas Catur Insan Cendekia

DOI:

https://doi.org/10.32534/jpk.v12i4.7999

Kata Kunci:

Financial Literacy, Fintech Lending, Digitalization, Marketing Strategy, MSME Sustainability

Abstrak

Main Objective – This study aims to examine and obtain empirical evidence regarding the influence of financial literacy, fintech lending, digitalization, and marketing strategy on the sustainability of MSMEs in Cirebon City, including the moderating roles of digitalization and marketing strategy.
Method – This research employs a quantitative approach using Structural Equation Modeling (SEM) with Partial Least Square (PLS) through SmartPLS software. The analysis includes validity, reliability, multicollinearity, R-square, and hypothesis testing to examine the relationships among variables.
Main Findings – The results show that financial literacy and marketing strategy have a significant influence on the sustainability of MSMEs in Cirebon City. Conversely, fintech lending and digitalization have no direct effect as their utilization remains limited to short-term needs. MSME sustainability is more influenced by financial knowledge and adaptive marketing strategies than by access to financing or digital technology.
Theoretical and Policy Implications – This study emphasizes the importance of financial literacy and marketing strategy as key factors in MSME sustainability.
Research Novelty – The novelty of this study lies in the integration of financial literacy, fintech lending, digitalization, and marketing strategy into one MSME sustainability model in Cirebon City, along with testing the moderating roles of digitalization and marketing strategy that have rarely been examined before.

Unduhan

Data unduhan tidak tersedia.

Referensi

Abdullah, S., Mohd Nawi, M. N., Halim, M. A. S. A., Omar, K., Rosli, N. A., & Harun, A. N. (2024). Digital Transformation for Sustainable Business Performance: A Systematic Literature Review. UCJC Business and Society Review, 21(80), 48–83. https://doi.org/10.3232/UBR.2024.V21.N1.02

Akbar, M., Marwan Effendi, Winanto Nawarcono, Aji Priambodo, & Sufyati H.S. (2023). The Sustainability of MSME Business Competitiveness in Bogor City in Review from Entrepreneurial Orientation, Financial Capital and Innovation. Jurnal Bisnisman : Riset Bisnis Dan Manajemen, 5(1), 80–93. https://doi.org/10.52005/bisnisman.v5i1.136

Amaliyah, F., & Hetika. (2024). JURNAL AKSI Akuntansi dan Sistem Informasi http://aksi.pnm.ac.id. JURNAL AKSI (Akuntansi Dan Sistem Informasi), 9(1), 1–11. https://doi.org/10.32486/aksi.v9i1.665

Anatan, L., & Nur. (2023). Micro, Small, and Medium Enterprises’ Readiness for Digital Transformation in Indonesia. Economies, 11(6). https://doi.org/10.3390/economies11060156

Azis, S. abdul, Prihatni, R., & Gurendrawati, E. (2025). Pemanfaatan Teknologi Finansial (Fintech) Untuk Meningkatkan Inklusi Keuangan Pada Umkm. Jurnal Akuntansi Dan Bisnis, 5(1), 67–86. https://doi.org/10.51903/jiab.v5i1.870

Barney, J. (1991). Firm Reources ad Sustained Competitive Advantege. In Journal of Management (Vol. 17, Issue 1, pp. 99–120). https://doi.org/10.1177/014920639101700108

Butar Butar, D. F. F. D. (2024). STRATEGI PEMASARAN DIGITAL DALAM MENINGKATKAN USAHA KECIL DAN MENENGAH Dwi. Jurnal Visi Ekonomi Akuntansi Dan Manajemen, 6(2), 1–23.

Diskhamarzaweny, D., Dewi, D. K., & Irwan, M. (2023). Pengaruh Self-Determination, Self-Esteem, Self-Efficacy, Optimisme, dan Dukungan Sosial Terhadap Resiliensi Pelaku Umkm Di Kabupaten Kuantan Singingi Pada Masa Pandemi Covid-19. Journal of Applied Business Administration, 7(1), 31–40. https://doi.org/10.30871/jaba.v7i1.5221

Hajijah, S. N., Fariza, M., Lukita, C., Gitama, G. N. D. P., Kartika, I., Kartika, V. D., & Triantika, N. (2025). Transformasi Digital Umkm Di Wilayah Cirebon Dan Somalia: Kolaborasi Dan Inovasi Untuk Pengembangan Pasar Global. Jumas : Jurnal Masyarakat, 04(01), 300–307. https://abdimasjumas.cattleyadf.org/index.php/Jumas/article/view/200

Hardani, & Helmina Andriani, J. U. dan dkk 2020). (2020). Buku Metode Penelitian Kualitatif & Kuantitatif. In Revista Brasileira de Linguística Aplicada (Vol. 5, Issue 1).

Jatmiko, N. S. (2022). Strategi Pemasaran Ideal di Era Digital untuk Meningkatkan Penjualan Produk UMKM. PLAKAT : Jurnal Pelayanan Kepada Masyarakat, 4(2), 253. https://doi.org/10.30872/plakat.v4i2.8955

Kementerian Koperasi dan UMKM. (2022). Perkembangan Data Usaha Mikro, Kecil, Menengah (UMKM) dan Usaha Besar (UB). In Kementerian Koperasi dan UMKM. http://www.depkop.go.id/data-umkm

Kurniasari, F., Lestari, E. D., & Tannady, H. (2023). Pursuing long-term business performance: Investigating the effects of financial and technological factors on digital adoption to leverage SME performance and business sustainability—Evidence from Indonesian SMEs in the traditional market. Sustainability, 15(16), 12668. https://doi.org/10.3390/su151612668

Loso Judijanto, Wendy Souisa, Arief Yanto Rukmana, Keni Kaniawati, & Okta karneli. (2024). The Effect of Organizational Culture, Digital Marketing Strategy, Service Quality, and Environmental Sustainability on Customer Satisfaction of MSME products in Indonesia. Jurnal Riset Ekonomi Manajemen (REKOMEN), 6(2), 181–196. https://doi.org/10.31002/rekomen.v6i2.1177

Martin, Wardana, E, T, D, W., Handayati, P., & Restuningdiah, N. (2025). The Effect of Financial Inclusion and Fintech Adoption on MSME Sustainability Mediated by Financial Literacy and Self-Efficacy. Journal of Information Systems Engineering and Management, 10(49s), 502–517. https://doi.org/10.52783/jisem.v10i49s.9900

Marzuki, M., & Nurdin, N. (2020). The influence of halal product expectation, social environment, and fiqih knowledge on intention to use shariah financial technology products. International Journal of Innovation, Creativity and Change, 13(1), 171–193. Retrieved from https://www.researchgate.net/publication/341792651_The_Influence_of_Halal_Product_Expectation_Social_Environment_and_Fiqih_Knowledge_on_Intention_to_Use_Shariah_Financial_Technology_Products

Masdupi, E., Rasyid, R., & Darni, M. O. (2024). Financial literacy and sustainability in SMEs: Do financial risk attitude, access to finance, and organizational risk-taking tolerance mediate?. Asian Economic and Financial Review, 14(1), 43 - 58. https://doi.org/10.55493/5002.v14i1.4959

Mitchell, L. A. and O. S. (2014). The Economic Importance of Financial Literacy: Theory and Evidence†. Journal of Economic Literature, 52(1), 5–44. https://doi.org/, 52(1), 5–44 http://dx.doi.org/10.1257/jel.52.1.5

Nurbaiti, N., Asmuni, A., Soemitra, A., Imsar, I., & Aisyah, S. (2023). Behavior analysis of MSMEs in Indonesia using fintech lending comparative study between sharia fintech lending and conventional fintech lending. JPPI (Jurnal Penelitian Pendidikan Indonesia), 9(4), 92. https://doi.org/10.29210/020232273

Papulasih, D., Purwidianti, W., Tubastuvi, N., & Utami, R. F. (2024). Peran Literasi Keuangan Sebagai Mediasi Pada Variabel Financial Technology dan Karakteristik UMKM Terhadap Keberlanjutan UMKM. Jurnal Administrasi Dan Manajemen, 14(1), 25–35. https://ejournal.urindo.ac.id/index.php/administrasimanajemen/article/view/3621

Pradnyani, I. G. A. C., Widnyana, I. W., & Tahu, G. P. (2024). Pengaruh profitabilitas, ukuran perusahaan dan struktur aktiva terhadap struktur modal pada perusahaan perbankan di Bursa Efek Indonesia. EMAS, 5(6), 49-62. https://e-journal.unmas.ac.id/index.php/emas/article/view/9444

Pradnyani, N. L. P. S. P., Setyawati, A., Hadikusumo, R. A., & Nishantha, B. (2025). STUDYING THE EFFECT OF FINANCIAL LITERACY, FINTECH, AND INNOVATION CAPABILITY ON MSMEs PERFORMANCE: A STUDY OF MSMEs IN INDONESIA. SULTANIST: Jurnal Manajemen Dan Keuangan, 13(1), 104–117. https://doi.org/10.37403/sultanist.v13i1.725

Prameswari, D. (2021). Business Sustainability Improvement Model Through Community Capacity Building in Community of Creative Economy Grobogan. JMBPreneur: Jurnal Manajemen, Bisnis, Dan …, 41–47. https://www.jmbpreneur.org/index.php/jmbpreneur/article/view/16%0Ahttps://www.jmbpreneur.org/index.php/jmbpreneur/article/download/16/13

Puspitasari, A. D., Octavini, N. A., Setiawan, Y., & Nuraini, R. (2024). Keberlanjutan UMKM Perempuan: Literasi Keuangan, Inklusi Keuangan dan Fintech. Jurnal Ilmiah Manajemen Dan Bisnis, 25(2), 122–142. https://doi.org/10.30596/jimb.v25i2.21287

Rukmiyati, N. M. S., Suastini, N. M., & Safitri, N. W. N. (2023). The influence of financial literacy on the business sustainability of SMEs in the tourism sector in Kintamani: Financial inclusion as a mediator. Jurnal Ilmiah Akuntansi Dan Bisnis, 8(1), 87-96. https://doi.org/10.38043/jiab.v8i1.4913

Sahdan, R., & Sardju, F. (2023). Financial Inclusion, Financial Literacy, And Financial Technology Impact On The Sustainability Of Micro, Small, And Medium Enterprises: A Study In The SMES Of Tidore Islands, Indonesia. International Journal of Economics Development Research, 4(3), 1814-1825. Retrieved from https://scholar.google.com/scholar?cluster=17575888414570121002&hl=en&oi=scholarr

Sary, P. L., Surya, J., Rahmi, R., Imtiman, S., & Amalia, R. (2024). Sustainable Business Model: MSME System Digitalization and Its Impact on Profitability. Ic-Itechs, 5(1), 1051–1055. https://doi.org/10.32664/ic-itechs.v5i1.1605

Sipos, N., Rideg, A., Najjar, A. S. Al, & Lukovszki, L. (2025). Resource-based view of innovation activity in SMEs: an empirical analysis based on the global competitiveness project. Journal of Innovation and Entrepreneurship, 14–94. https://doi.org/10.1186/s13731-025-00573-x

Suharto, Junaedi, W. R., Muhdar, H. M., Firmansyah, A., & Sarana. (2022). Consumer loyalty of Indonesia e-commerce SMEs: The role of social media marketing and customer satisfaction. International Journal of Data and Network Science, 6(2), 383–390. https://doi.org/10.5267/j.ijdns.2021.12.016

Suyanto, S. (2022). Faktor Demografi, Financial Technology, Dan Kinerja Keuangan Usaha Mikro Kecil Dan Menengah (Umkm): Inklusi Keuangan Sebagai Mediasi. Akuntansi Dewantara, 6(1), 1-20. https://doi.org/10.26460/ad.v6i1.12123

Tarek, Abdelfattaha, B., Ahmed, & Abouda, C. (2020). Tax avoidance, corporate governance, and corporate social responsibility: The case of the Egyptian capital market. Journal of International Accounting, Auditing and Taxation. https://doi.org/https://doi.org/10.1016/j.intaccaudtax.2020.100304

Tiony, O. K., & Yin, Y. (2024). Financial Technology and Its Role in Promoting Financial Inclusion and Economic Growth in Kenya. American Journal of Industrial and Business Management, 14(07), 943–968. https://doi.org/10.4236/ajibm.2024.147049

Utama, A. N. B., Husain, A., Piola, M. P. S., & Al-Amin. (2024). Analisis Fintech Lending Sebagai Alternatif Sumber Pendanaan untuk Mengoptimalkan Pemasukan Bisnis Kecil (UMKM). COSMOS: Jurnal Ilmu Pendidikan, Ekonomi Dan Teknologi, 1(5), 310–327. https://cosmos.iaisambas.ac.id/index.php/cms/article/view/169

Wibowo, A., & Andreas, H. (2023). Pengaruh Literasi Keuangan Terhadap Kinerja dan Keberlangsungan Usaha Pada UMKM Kota Salatiga Pendahuluan. 6(Oktober), 22–38. https://dx.doi.org/10.24246/persi.v6i3.p22-38

Wulandari, H., Asiah, D. H. S., & Santoso, M. B. (2021). Pengawasan orangtua terhadap anak usia prasekolah dalam menggunakan gawai. Jurnal Penelitian Dan Pengabdian Kepada Masyarakat (JPPM), 2(1), 46-55. https://doi.org/10.24198/jppm.v2i1.33437

Yahya, I., Kartika, I., Gitama, G. N., & Lukita, C., E. a. (2023). STRATEGI PEMASARAN UMKM KERUPUK TULANG AYAM SELAMA MASA PANDEMI COVID-19. Jurnal Witana (JW), Vol. 01, N, 16–20. Retrieved from https://jurnalwitana.com/index.php/jw/article/view/5

Zein, A. W., Alif, M., Nasution, R. P., Laksono, A., & Harun, F. R. N. (2025). Peran Digitalisasi dalam Meningkatkan Daya Saing UMKM Kota Medan pada Kebijakan PemKot. OPTIMAL Jurnal Ekonomi Dan Manajemen, 5(2), 116–127. https://doi.org/10.55606/optimal.v5i2.5816