Social Media and Fintech Utilization on SME Development: The Mediating Role of Business Performance in Pekanbaru, Riau
Keywords:
business systems, innovation, digital transformation, governance, analyticsAbstract
This study investigates how social media and financial technology (fintech) utilization contribute to business performance and small and medium‑sized enterprise (SME) development in Pekanbaru, Riau, Indonesia. The research adopts an explanatory quantitative design using a cross‑sectional survey of SME owners and managers who use social media and/or fintech in their business activities. Data from 96 respondents were analyzed using partial least squares structural equation modelling to examine the direct effects of social media and fintech utilization on business performance and SME development, as well as the mediating role of business performance. The findings reveal that both social media and fintech utilization have significant positive effects on business performance, while the direct effect of fintech utilization on SME development is relatively weaker. Business performance, in turn, has a significant positive impact on SME development and acts as a key mediator linking digital technology utilization to broader development outcomes. These results suggest that social media and fintech should be treated not merely as technological tools but as strategic resources that improve core business performance, which then enables sustainable SME growth. The study offers theoretical insight into the role of digital technologies in SME development and provides practical guidance for policymakers and SME support institutions seeking to design more targeted digital transformation programs in emerging regions.
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