Digital Marketing and Digital Financial Capabilities in Strengthening MSME Resilience: A Case Study of UD. Andalan Jaya
Keywords:
Digital Transformation, Digital Marketing Capabilities, Digital Financial Capabilities, Adaptive Capability, Business ResilienceAbstract
Digital transformation is crucial for MSMEs in enhancing business adaptability and sustainability, but adoption is not always evenly distributed across all business functions. This study aims to analyze digital marketing capability and digital financial capability and their roles in shaping adaptive capability and business resilience at UD. Andalan Jaya, a fish farming and fishing pond MSME. The study employed an exploratory qualitative approach with an embedded case study design with 12 informants through interviews, observation, documentation, digital media analysis, and focus group discussions (FGDs). The results indicate that digital capability is still in its early stages and is developing asymmetrically. Digital marketing capability is relatively more developed through WhatsApp, Facebook, Instagram, TikTok, and Google Maps, while digital financial capability remains limited because payments and financial records have not been systematically integrated. This condition creates a digital capability gap between business functions. The study produces a model that positions digital marketing capability and digital financial capability as the foundation of adaptive capability in strengthening business resilience through gradual and integrated digital capability development.
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Copyright (c) 2026 Fitriya Andriyani, Muhammad Bahanan, Imam Abrori, Nur Afni Rachman, Amalia Malik
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