The Role of Digital Communication Strategies in Improving Financial Literacy of MSMEs in the Fintech Era
Keywords:
Digital Communication Strategy, Financial literacy, MSMEs, FinTechAbstract
This study analyzes the role of digital communication strategies in improving the financial literacy of micro, small, and medium enterprises (MSMEs) in the Financial Technology (FinTech) era. The rapid expansion of FinTech has widened MSMEs’ access to digital financial services, including cashless payments, digital-based financing, and app-supported financial recordkeeping. However, this growing access is not always accompanied by sufficient financial literacy, increasing the risk of inappropriate financial decisions and inefficient financial management. Using a descriptive qualitative approach, the study synthesizes reputable national and international literature and integrates case-based insights from Indonesian MSMEs. The analytical framework combines the Theory of Planned Behavior (TPB) and the Technology Acceptance Model (TAM) to explain how communication influences intention and adoption of digital financial tools. The findings indicate that well-designed digital communication strategies are crucial and should be contextual, interactive, and sustained. Contextual communication adapts language, examples, and delivery to MSME needs and capabilities. Interactive communication enables two-way engagement through discussions, Q&A, and simulations that strengthen learning. Sustained communication reinforces practices through
continuous, accessible, and scalable digital content.
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