Fintech Adoption And Competitive Advantage As Dual Mediators: Integrating Financial And Marketing Capabilities On F&B Msme Performance
DOI:
https://doi.org/10.24905/icobis.v2i1.26Keywords:
Fintech Adoption, Competitive Advantage, MSME Performance, Financial Capability, Marketing StrategyAbstract
This study proposes an integrated dual-mediation model examining how financial capability and marketing capability jointly influence the performance of food and beverage (F&B) MSMEs in Tegal City and Brebes Regency, Indonesia. Financial technology (fintech) adoption and competitive advantage are proposed as parallel mediating mechanisms. Data from 100 predominantly micro-scale MSME respondents were analyzed using PLS-SEM via SmartPLS 4. Results demonstrate that fintech adoption significantly mediates the impact of financial attitude and financial literacy on financial performance. Similarly, competitive advantage mediates the relationship between perceived quality and price on sales performance. Interestingly, product innovation did not significantly affect competitive advantage due to local consumer preferences for culinary authenticity. Furthermore, the dual-mediation path linking fintech adoption to sales performance via competitive advantage was non significant, highlighting that back-end digital financial tools do not inherently create front-end consumer value. F&B MSMEs must deliberately integrate digital agility with fundamental marketing strategies competitive pricing and product quality for sustainable growth.
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