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Integration of Digital Marketing, Financial Technology, and Green Innovation on the Performance of Surabaya's Culinary MSMEs

Zayyan Adyatma Syammakh Universitas Negeri Surabaya Hujjatullah Fazlurrahman Universitas Negeri Surabaya Nanang Hoesen Hidroes Abbrori Universitas Negeri Surabaya Muhammad Fajar Wahyudi Rahman Universitas Negeri Surabaya DOI: https://doi.org/10.37034/infeb.v8i1.1379 Keywords: Digital Marketing, Financial Technology, Green Innovation, MSME Performance, Digital Business Abstract This study aims to analyze the influence of digital marketing, financial technology (fintech), and green innovation on the performance of Micro, Small, and Medium Enterprises (MSMEs) in the food and beverage (culinary) sector in Sukomanunggal District, Surabaya. This study was motivated by the inconsistency of previous studies, which showed that the three variables had both significant and insignificant effects on MSME performance. In this context, the study offers a new approach by focusing on a region where business actors are relatively more adaptive to digitalization and environmentally friendly innovation. Using a quantitative approach and purposive sampling technique, data were collected from 50 MSMEs that have implemented digital marketing, financial technology (fintech), and green innovation. The results of this study indicate that the simultaneous combination of digital marketing, fintech, and green innovation can drive improved performance among MSMEs, measured through customer growth, revenue, operational efficiency, and market expansion. These findings are expected to provide practical contributions for MSME actors and enrich the academic literature in the field of digital business strategy and sustainability. Downloads Download data is not yet available. Author Biography Zayyan Adyatma Syammakh, Universitas Negeri Surabaya Bisnis Digital References Mashuri, I., & Moko, W. (2024). The Influence of Entrepreneurial Orientation on The Performance of Micro and Small Enterprises: The Mediating Role of Knowledge Management and Dynamic Capabilities. 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Jurnal Informatika Ekonomi Bisnis, 8(1), 115-121. https://doi.org/10.37034/infeb.v8i1.1379 ACM ACS APA ABNT Chicago Harvard IEEE MLA Turabian Vancouver Download Citation Endnote/Zotero/Mendeley (RIS) BibTeX This work is licensed under a Creative Commons Attribution 4.0 International License.

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