The Influence of Financial Technology and Digital Marketing on The Income of Micro, Small, and Medium Enterprises in Baubau City

Abstract

This study aims to analyze the influence of financial technology (FinTech) and digital marketing on the income of Micro, Small, and Medium Enterprises (MSMEs) in Baubau City. The research employed a quantitative method with a sample of 100 MSME owners selected through purposive sampling. Data were collected using structured questionnaires and analyzed using multiple linear regression. The results show that FinTech has a significant positive effect on MSME income by facilitating access to digital payment systems and online financing. Similarly, digital marketing significantly influences income through broader market reach, improved customer engagement, and increased sales volume. Simultaneously, FinTech and digital marketing contribute significantly to MSME income growth in Baubau City. This research highlights the importance of technology adoption for MSME sustainability in the digital era.