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Fry Melda has an academic background in Accounting and Finance, with a research focus that integrates perspectives from accounting, financial management, technology, and business development in the digital age. This background supports her interest in examining how digital transformation can enhance the effectiveness of financial management, business performance, and organizational competitiveness.
Her areas of expertise and research interests include digital business, accounting, financial technology (fintech), financial management, and digital marketing. In the field of digital business, she is particularly interested in business model transformation, the utilization of digital technology, innovation, and technology-based business development strategies. In the fields of accounting and finance, her research focuses on financial management and reporting, financial decision-making, and the application of technology to improve the efficiency and quality of financial management.
Her interest in financial technology (fintech) encompasses the use of technology in financial services, the digitization of transactions, financial inclusion, and its impact on consumer behavior and business performance. Meanwhile, in financial management, her research interests are directed toward financial management strategies, investment and financing decisions, and improving organizational performance and sustainability. In the field of digital marketing, she is interested in marketing strategies through digital platforms, consumer behavior, social media, digital customer engagement, and the use of data and technology to support marketing decisions.
Overall, Fry Melda’s research lies at the intersection of accounting, finance, digital technology, and business strategy, with a focus on developing research relevant to the digital economic transformation and the needs of the business world. This multidisciplinary approach is expected to provide academic contributions while also generating practical solutions for organizations, business actors, and society as they navigate technological advancements and changes in the business environment.
