Financial Literacy: A Phenomenological Study Of Female MSME Activities From A Digital Marketing Perspective
Keywords:
Financial Literacy, Digital Marketing, Phenomenological Study, Female SME Activities in Makassar City.
Abstract
This study analyzes financial literacy from a digital marketing perspective in 15 women-owned MSMEs in Makassar City, spanning the service, culinary, beauty and personal care, and fashion sectors. The study was a qualitative study using phenomenological methods. The results indicate that understanding financial literacy helps women MSMEs conduct effective, efficient, and sustainable digital marketing.
References
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Zahoor, N., Zopiatis, A., Adomako, S., & Lamprinakos, G. (2023). The micro-foundations of digitally transforming SMEs: How digital literacy and technology interact with managerial attributes. Journal of Business Research, 159(February), 113755. https://doi.org/10.1016/j.jbusres.2023.113755
Armutcu, B., Tan, A., Amponsah, M., Parida, S., & Ramkissoon, H. (2023). Tourist behaviour: The role of digital marketing and social media. Acta Psychologica, 240(September). https://doi.org/10.1016/j.actpsy.2023.104025
Creswell, J. W., & Creswell, J. D. (2018). Mixed Methods Procedures. In Research Defign: Qualitative, Quantitative, and Mixed M ethods Approaches.
CRM. (2023). Catat! Ini 5 Indikator KPI Digital Marketing Yang Perlu Diukur. Barantum. https://www.barantum.com/blog/kpi-digital-marketing/
Dimitrios, B., Ioannis, R., Ntalakos, A., & Nikolaos, T. (2023). Digital marketing: The case of digital marketing strategies on luxurious hotels. Procedia Computer Science, 219(2022), 688–696. https://doi.org/10.1016/j.procs.2023.01.340
Firmansyah, R., Julianti, V. T., Kurniawan, D. T., Widianto, A. A., & Palil, M. R. (2022). Implications of Financial Management on Family Economic Welfare Moderated by Household Financial Literacy. Proceedings of the 2nd World Conference on Gender Studies (WCGS 2021), 649(Wcgs 2021), 42–51. https://doi.org/10.2991/assehr.k.220304.006
Gonzalez-Tamayo, L. A., Maheshwari, G., Bonomo-Odizzio, A., Herrera-Avilés, M., & Krauss-Delorme, C. (2023). Factors influencing small and medium size enterprises development and digital maturity in Latin America. Journal of Open Innovation: Technology, Market, and Complexity, 9(2), 100069. https://doi.org/10.1016/j.joitmc.2023.100069
Hasan, M., Musa, C. I., & Tahir, T. (2020). How does Entrepreneurial Literacy and Financial Literacy Influence Entrepreneurial Intention in Perspective of Economic Education ? 12(1), 5569–5575. https://eprints.unm.ac.id/30147/
Hua, L. Y., Ramayah, T., Ping, T. A., & Jun-Hwa, C. (2017). Social media as a tool to help select tourism destinations: The case of Malaysia. Information Systems Management, 34(3), 265-279. https://www.tandfonline.com/doi/abs/10.1080/10580530.2017.1330004
Keputusan Menteri, K. N. 316/KMK. 016/199. (1994). Pedoman Pembinaan Usaha Kecil Dan Koperasi Melalui Pemanfaatan Dana Dari Bagian Lembaga Badan Usaha Milik Negara.
Keputusan Presiden, R. N. 99. (1998). Bidang/Jenis Usaha Yang Dicadangkan Untuk Usaha Kecil Dan Bidang/Jenis Usaha Yang Terbuka Untuk Usaha Menengah Atau Usaha Besar Dengan Syarat Kemitraan.
Khan, R. U., Salamzadeh, Y., Shah, S. Z. A., & Hussain, M. (2021). Factors affecting women entrepreneurs’ success: a study of small- and medium-sized enterprises in emerging market of Pakistan. Journal of Innovation and Entrepreneurship, 10(1). https://doi.org/10.1186/s13731-021-00145-9
Laihad, R. C. Y. (2013). Pengaruh Perilaku Wajib Pajak Terhadap Penggunaan E-Filing Wajib Pajak di Kota Manado. Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 1(3), 44–51. https://doi.org/10.35794/emba.1.3.2013.1938
Larsen, H. G., & Adu, P. (2021). The Theoretical Framework in Phenomenological Research. In The Theoretical Framework in Phenomenological Research. Routledge. https://doi.org/10.4324/9781003084259
Lusardi, A. (2019). Financial literacy and the need for financial education: evidence and implications. Swiss Journal of Economics and Statistics, 155(1), 1–8. https://doi.org/10.1186/s41937-019-0027-5
Maarif, S. D. (n.d.). 4 Tingkat Literasi Keuangan menurut OJK dan Indikatornya. tirto.id. Diambil 22 Maret 2024, dari https://tirto.id/4-tingkat-literasi-keuangan-menurut-ojk-dan-indikatornya-gPfV
Muhamad, N. (2023). 10 Negara dengan Indeks Kesetaraan Gender Terbaik di Dunia (2023). databoks. https://databoks.katadata.co.id/datapublish/2023/07/03/10-negara-dengan-kesetaraan-gender-terbaik-di-dunia-2023
Naurah, N. (2024). Kesenjangan Gender Jadi Topik Pembahasan di WEF 2024, Bagaimana Indeks Kesetaraan di Indonesia? Goodstats. Diambil 21 Maret 2024, dari https://goodstats.id/article/kesenjangan-gender-jadi-topik-pembahasan-di-wef-2024-bagaimana-indeks-kesetaraan-di-indonesia-9xWqN
OJK. (2020). Survei Nasional Literasi dan Inklusi Keuangan 2019. Otoritas Jasa Keungan (OJK).
Rahman, S. A., Taghizadeh, S. K., Ramayah, T., & Alam, M. M. D. (2017). Technology acceptance among micro-entrepreneurs in marginalized social strata: The case of social innovation in Bangladesh. Technological Forecasting and Social Change, 118, 236-245. https://www.sciencedirect.com/science/article/abs/pii/S0040162517302354
Ritz, W., Wolf, M., & McQuitty, S. (2019). Digital marketing adoption and success for small businesses: The application of the do-it-yourself and technology acceptance models. Journal of Research in Interactive Marketing, 13(2), 179–203. https://doi.org/10.1108/JRIM-04-2018-0062
Sarfaraz, L., Faghih, N., & Majd, A. (2014). The relationship between women entrepreneurship and gender equality. Journal of Global Entrepreneurship Research, 2(1), 6. https://doi.org/10.1186/2251-7316-2-6
Setyorini, N. (2021). Financial Resilience : Household Behaviour As. Media Ekonomi dan Managemen, 36(2), 243–255. https://www.neliti.com/id/publications/504160/the-role-financial-literacy-and-financial-planning-to-increase-financial-resilie
Undang-Undang, R. I. N. 20. (2008). Usaha Mikro Kecil dan Menengah.
Van Manen, M., & van Manen, M. (2021). Doing Phenomenological Research and Writing. Qualitative Health Research, 31(6), 1069–1082. https://doi.org/10.1177/10497323211003058
World Economic Forum. (2023). Insight Report. In World Economic Forum (Nomor June). https://www3.weforum.org/docs/WEF_GGGR_2023.pdf
Zahoor, N., Zopiatis, A., Adomako, S., & Lamprinakos, G. (2023). The micro-foundations of digitally transforming SMEs: How digital literacy and technology interact with managerial attributes. Journal of Business Research, 159(February), 113755. https://doi.org/10.1016/j.jbusres.2023.113755
Published
2025-10-19
How to Cite
Nuraisyiah, Muhammad Azis, & Muhammad Hasan. (2025). Financial Literacy: A Phenomenological Study Of Female MSME Activities From A Digital Marketing Perspective. International Journal of Education, Vocational and Social Science , 4(04), 361-377. https://doi.org/10.63922/ijevss.v4i04.2395
Contact Person +6282139474255
Email : ijevss@citakonsultindo.or.id / editor.ijevss@gmail.com
