Analysis of Fintech Progress on the Selling Value of Culinary MSME’s in Medan City

Abstract

Advances in financial technology (fintech) have brought major changes in the transaction and marketing activities of Micro, Small, and Medium Enterprises (MSMEs), including the culinary sector. This study aims to analyze the influence of fintech advances represented through the use of QRIS as a non-cash payment system and GoFood as a delivery service platform on the selling value of culinary MSMEs in Medan City. The study used a quantitative approach involving 83 MSME actors selected through cluster random sampling. Data were collected through questionnaires and analyzed by multiple linear regression. The results of the study show that QRIS and GoFood have a positive and significant effect on the selling value of culinary MSMEs, both partially and simultaneously. Fintech advances have an impact on increasing visibility, sales volume, transaction efficiency, and ease of consumer access to culinary products. These findings confirm the importance of digitalization in increasing the competitiveness of MSMEs. This study also recommends the need to increase the digital literacy of MSME actors, system support from fintech service providers, and strengthen digitalization policies by local governments.