Peran Literasi Keuangan Digital dalam Meningkatkan Strategi Pemasaran Online UMKM Berbasis Marketplace di Era Smart Economy di Wilayah Kota Tasikmalaya

Abstract

The low level of digital financial literacy among MSMEs is a significant obstacle in optimizing the potential of the digital economy in Tasikmalaya City. This research aims to comprehensively analyze the role of digital financial literacy in supporting the effectiveness of marketplace-based online marketing strategies in the smart economy era. Using qualitative case study methods, data was collected from six informants from MSME actors through in-depth interviews, observation and documentation. Data analysis was carried out systematically using NVivo software for thematic mapping. The research results reveal that digital financial literacy is not just a technical transaction capability, but a strategic foundation that influences planning, implementation and marketing evaluation. The marketplace is transforming into an ecosystem that manages transaction patterns and digital sales reports automatically. Even though the establishment of digital marketing strategies has become widespread, the use of digital data for long-term evaluation still requires increasing literacy capacity so that MSMEs can compete sustainably in the era of the smart economy.