Adopsi Digital Marketing dan Keuangan Digital pada UMKM di Era Ekonomi Digital: Systematic Literature Review

Annisa Retno Utami, Fachri Aditya, Ferry Santoso, Sasi Oktavia

Abstract


This study aims to analyze the development of literature related to the adoption of digital marketing and digital finance by MSMEs in the digital economy era using a Systematic Literature Review (SLR) approach. The method used includes identification, selection, and synthesis of 62 scientific articles obtained from the Scopus database, Google Scholar, ScienceDirect, and accredited national journals in the 2020–2025 period. The results show that digital marketing plays a significant role in increasing product visibility, expanding market reach, and enhancing consumer interaction and engagement. Meanwhile, digital finance (fintech) contributes to improving transaction efficiency, access to financing, and financial inclusion for MSMEs. Furthermore, the integration between digital marketing and digital finance has been shown to have a more significant impact on the performance and sustainability of MSMEs through the creation of an integrated digital business ecosystem. However, the adoption of digital technology still faces various challenges such as low digital literacy, limited resources, and issues of security and trust. This study also identified a research gap related to the lack of integrative studies between the two aspects. Therefore, further research is recommended to develop an integrative model and consider contextual factors to support the sustainable digital transformation of MSMEs.


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