The The Role of Digital Marketing and Access to Financing in Improving the Competence of Women MSME Actors in Bekasi Regency
Keywords:
Digital Marketing, Financial Inclusion, Financial Literacy, MSMEs Competence, Women Entrepreneurs, Bekasi Regency
Abstract
This research aims to examine the influence of digital marketing, financial inclusion with the mediation of financial literacy, towards the performance of women-led Micro Small and medium Expertise (MSMEs) locating in Bekasi Regency, Indonesia. The data were obtained from questionnaires distributed from a sample of 300 women-led MSME actors located specifically in Bekasi Regency. Quantitative approach was applied to test each variable while utilizing Partial Least Square Structural Equation Modeling (PLS-SEM) for statistical analysis. This study found that digital marketing, financial inclusion, and financial literacy has a positive and significant influence on MSEMs competency. Added, financial inclusion is directly related to financial literacy, which therefore influence the indirect relationship between financial inclusion and business competence.Female entrepreneurs who led micro, small enterprises can benefit from integrated digital literacy program learning programs that foster task-related abilities in the optimal use of digital technology. Financial service providers must continue educating the public on the range of financial service available. Accelerated proactive measures are required to ensure that entrepreneurs have a sufficient level of digital marketing and financial inclusion. Additionally, both official and informal education can incorporate entrepreneurial financing to guarantee that all society have equal access, regardless of their financial situation.The novelty of this research is specifically investigating the impact of digital marketing and access to finance, particularly financial inclusion and financial literacy, on improving the capabilities of women-led MSMEs.
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References
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Veranita, M., Yusuf, R., H, Y. R., Adhirajasa, U., & Sanjaya, R. (2023). Pemberdayaan Pelaku UMKM Perempuan Dalam Upaya Peningkatan Ketahanan Ekonomi Melalui Pelatihan Digital Marketing. 4(3), 388–401.
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Yakob, S., Yakob, R., B.A.M., H.-S., & Rusli, R. Z. A. (2021). Financial Literacy and Financial Performance of Small and Medium-sized Enterprises. The South East Asian Journal of Management, 15(1), 72–96. https://doi.org/10.21002/seam.v15i1.13117
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Azhar, M. (2023). Dengan FinTech, Indonesia targetkan inklusi keuangan 90% pada 2024. Gov Insider. https://govinsider.asia/indo-en/article/indonesia-bidik-inklusi-keuangan-90percent-dengan-fintech
Balch, O. (2025). Mary Ellen Iskenderian’s mission to ensure one billion women have bank accounts. In Reuters.
Cabeza-García, L., Del Brio, E. B., & Oscanoa-Victorio, M. L. (2019). Female financial inclusion and its impacts on inclusive economic development. Women’s Studies International Forum, 77(October). https://doi.org/10.1016/j.wsif.2019.102300
Da Rocha, A., Neves da Fonseca, L., & Kogut, C. S. (2024). Small firm internationalization using digital platforms: an assessment and future research directions. International Marketing Review, 41(5), 981–1015. https://doi.org/10.1108/IMR-10-2023-0280
Dhamayantie, E., & Fauzan, R. (2023). Penguatan Karakteristik Dan Kompetensi Kewirausahaan Untuk Meningkatkan Kinerja Umkm. Matrik?: Jurnal Manajemen, Strategi Bisnis Dan Kewirausahaan, 6(September), 210–221. https://doi.org/10.24843/matrik:jmbk.2017.v11.i01.p07
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Eton, M., Mwosi, F., Okello-Obura, C., Turyehebwa, A., & Uwonda, G. (2021). Financial inclusion and the growth of small medium enterprises in Uganda: empirical evidence from selected districts in Lango sub-region. Journal of Innovation and Entrepreneurship, 10(1). https://doi.org/10.1186/s13731-021-00168-2
Ghozali, I., & Latan, H. (2015). Partial least squares konsep, teknik dan aplikasi menggunakan program smartpls 3.0 untuk penelitian empiris. Semarang: Badan Penerbit UNDIP.
Goenadhi, F., Utami, A. S., Usman, M. A., Zahwa, T., & Prayoga, F. R. (2023). Marketing Strategy for Griya’s Micro-small Medium Enterprises’ Product in Tanjung Jaya Village. https://doi.org/https://doi.org/10.32535/apjme.v6i2.1630
Gunawan, A., Jufrizen, & Pulungan, D. R. (2023). Improving MSME performance through financial literacy, financial technology, and financial inclusion. International Journal of Applied Economics, Finance and Accounting, 15(1), 39–52. https://doi.org/10.33094/ijaefa.v15i1.761
Hair, J., Risher, J., Sarstedt, M., & Ringle, C. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24.
Ibrahim, M., Saputra, J., Adam, M., & Yunus, M. (2022). The Moderating Role of Financial Accessibility in Relationship between Resource Competence, Entrepreneurial Leadership, Good Governance and Performance of Micro Small Medium Enterprises in Batam, Indonesia. WSEAS Transactions on Business and Economics, 19(January), 86–93. https://doi.org/10.37394/23207.2022.19.9
Ikhsan, M., Akbar, T., Devianka, M., & Imam Abdullah, R. (2024). Strengthening Micro, Small, and Medium Enterprises (MSMEs) in Response to the Policies on the Use of Domestic Products (Case Studi in Bekasi City). KnE Social Sciences, 2024, 84–101. https://doi.org/10.18502/kss.v9i25.16954
Maksum, I. R., Sri Rahayu, A. Y., & Kusumawardhani, D. (2020). A social enterprise approach to empowering micro, small and medium enterprises (SMEs) in Indonesia. Journal of Open Innovation: Technology, Market, and Complexity, 6(3). https://doi.org/10.3390/JOITMC6030050
Marciano, H. (2025). West Java promotes entrepreneurship to combat unemployment in Indonesia - SBM ITB. Institut Teknologi Bandung. https://www.sbm.itb.ac.id/2024/06/28/west-java-promotes-entrepreneurship-to-combat-unemployment-in-indonesia/
Maulatuzulfa, H., & Rokhmania, N. (2022). Pengaruh Kompetensi Sumber Daya Manusia, Literasi Keuangan, Modal Keuangan, Dan Modal Sosial Terhadap Kinerja Umkm. Eqien-Jurnal Ekonomi Dan Bisnis, 11(1), 171–179.
Naninsih, N., Alam, S., & Indriasari, D. P. (2022). Pengaruh Keunggulan Bersaing Terhadap Kinerja Pemasaran Melalui Digital Marketing. YUME?: Journal of Management, 5(2), 479–490. https://doi.org/10.2568/yum.v5i2.2672
Pacific, A.-. (2023). CPA Australia Asia-Pacific Small.
Pancawati, R. (2023). Implementasi Pembelajaran Kewirausahaan Berbasis Proyek Digital Marketing untuk Meningkatkan Kompetensi Mahasiswa Calon Lulusan Pendidikan Kejuruan. Edu Research, 4(3), 31–45. https://doi.org/10.47827/jer.v4i3.99
Pera Irawan, E., & Alamsyah, F. F. (2023). Strategi Digitalisasi Csr Xl Axiata Untuk Peningkatan Kompetensi Pemasaran Digital Perempuan Umkm. Perspektif Komunikasi: Jurnal Ilmu Komunikasi Politik Dan Komunikasi Bisnis, 7(2), 141. https://doi.org/10.24853/pk.7.2.141-154
Permata, J. P., & Firmansyah, T. (2024). UMKM Berkelanjutan Kunci Masa Depan Ekonomi Indonesia | Republika Online. Republika.Co.Id. https://analisis.republika.co.id/berita/sqo3ff377/umkm-berkelanjutan-kunci-masa-depan-ekonomi-indonesia
Puspitasari, A. D., Octavini, N. A., Setiawan, Y., & Nuraini, R. (2024). Jurnal Ilmiah Manajemen Dan Bisnis Keberlanjutan UMKM Perempuan?: Literasi Keuangan , Inklusi Keuangan dan Fintech Jurnal Ilmiah Manajemen Dan Bisnis. 25(2), 122–142.
Sajuyigbe, D. A. S., Odetayo, T. A., & Adeyemi, A. Z. (2020). Financial Literacy and Financial Inclusion as Tools to Enhance Small Scale Businesses’ Performance in Southwest, Nigeria. Finance & Economics Review, 2(3), 1–13. https://doi.org/10.38157/finance-economics-review.v2i3.164
Saputra, B., & Adji, R. (2024). Govt supporting women MSME players through financing access - ANTARA News. Antara. https://en.antaranews.com/news/319563/govt-supporting-women-msme-players-through-financing-access
Sarwono, J., & Narimawati, U. (2015). Membuat Skripsi, Tesis, dan Disertasi dengan Partial Least Square SEM (PLS-SEM). Andi Yogyakarta.
Sellina, S., & Zed, E. Z. (2023). THE EFFECT OF FINANCIAL LITERACY, FINANCIAL INCLUSION AND INFORMATION TECHNOLOGY ON THE FINANCIAL PERFORMANCE OF SMEs, BEKASI REGENCY under a Creative Commons Attribution-NonCommercial 4.0 International License (CC BY-NC 4.0). Jurnal Ekonomi, 12(03), 2023. http://ejournal.seaninstitute.or.id/index.php/Ekonomi
Septiani, R. N., & Wuryani, E. (2020). Pengaruh Literasi Keuangan Dan Inklusi Keuangan Terhadap Kinerja Umkm Di Sidoarjo. E-Jurnal Manajemen Universitas Udayana, 9(8), 3214. https://doi.org/10.24843/ejmunud.2020.v09.i08.p16
Shafwatullah, P., & Arquisola, M. J. (2024). Creating a more prosperous life through beauty: how entrepreneurship education empowers women MSME in Indonesia. International Journal of Research in Business and Social Science (2147- 4478), 13(4), 495–506. https://doi.org/10.20525/ijrbs.v13i4.3396
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif dan R&D.
Supriyanto, B. E. (2024, December 9). Mendorong Pertumbuhan Ekonomi lewat KUR dan Insentif UMKM. Kementerian Keuangan RI. https://djpb.kemenkeu.go.id/kppn/watampone/id/data-publikasi/artikel/3796-mendorong-pertumbuhan-ekonomi-lewat-kur-dan-insentif-umkm.html
Syah, P. K. (2023). Pemkab Bekasi luncurkan Program UMKM Makin Berani - ANTARA News. Antara. https://www.antaranews.com/berita/3558537/pemkab-bekasi-luncurkan-program-umkm-makin-berani
Tarigan, E. S., & Mawardi, W. (2024). Utilization Of Big Data In Business Analysis In Micro, Small And Medium Enterprises (MSME) In Order To Increase The Scale Of Economic Business In The Sumatra Region. EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi Dan Bisnis, 12(1), 647–658. https://doi.org/10.37676/ekombis.v12i1.5096
Titing, A. S., Juniarti, T., & Program, M. S. (2024). Jurnal Bisnis dan Manajemen Gender Role on MSME Performance Through Entrepreneurial Behaviour and Ease of Access to Capital. 11(1), 1–10.
Togun, O. R., Ogunrinade, R., Olalekan, O. T., & Jooda, T. D. (2022). Financial Inclusion and SMEs’ Performance: Mediating Effect of Financial Literacy under the Creative Common Attribution Non-Commercial 4.0. Journal of Business and Environmental Management (JBEM), 1(1), 23–33. https://journals.airsd.org/index.php/jbem
Veranita, M., Yusuf, R., H, Y. R., Adhirajasa, U., & Sanjaya, R. (2023). Pemberdayaan Pelaku UMKM Perempuan Dalam Upaya Peningkatan Ketahanan Ekonomi Melalui Pelatihan Digital Marketing. 4(3), 388–401.
Widia, E., & Octafia, S. M. (2022). Eksistensi Umkm Perempuan Di Masa Krisis: Kajian Tantangan Dan Peluang Di Koto Tangah Kota Padang. JABE (Journal of Applied Business and Economic), 9(2), 111. https://doi.org/10.30998/jabe.v9i2.14622
Yakob, S., Yakob, R., B.A.M., H.-S., & Rusli, R. Z. A. (2021). Financial Literacy and Financial Performance of Small and Medium-sized Enterprises. The South East Asian Journal of Management, 15(1), 72–96. https://doi.org/10.21002/seam.v15i1.13117
Published
2025-09-20
Section
Original Articles
Copyright (c) 2025 Pupung Purnamasari, Fiqih Maria Rabiatul Hairiah, Adibah Yahya, Filda Rahmiati
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