Unveiling effectiveness factors in enhancing sales performance of MSMEs in Yogyakarta Special Region

Abstract

Purpose: This study aims to analyse the influence of Financial Technology (Fintech), social media, and E-commerce on the effectiveness of increasing sales of MSMEs in the Special Region of Yogyakarta. In the digital era, MSMEs face challenges to adapt to technology to improve competitiveness. Methodology/approach: Using a quantitative descriptive method, data was collected through questionnaires distributed to 350 MSME players. Testing was carried out using Smart PLS software. Findings: The results showed that Fintech, social media, and E-commerce have a positive and significant influence on increasing MSME sales. Fintech facilitates access to financing and financial transactions, social media supports promotion and interaction with consumers, while E-commerce expands markets and improves operational efficiency. This research provides insights for the development of MSME strategies in the digital era, especially in Yogyakarta. Practical implications: This research provides results to business owners and the government in regulating business income, especially micro, small, and medium enterprises. Originality/value: This study provides valuable insights into the factors that shape increased sales in MSMEs