<![CDATA[Micro, Small, and Medium Enterprises (MSMEs) are widely recognized as a strategic sector in driving national economic growth, creating employment opportunities, and fostering innovation at the grassroots level. Despite their vital role, many MSMEs have yet to fully optimize the use of accounting information in their operations and remain limited in adopting digital marketing strategies. These two aspects are increasingly important in the current business environment, where accurate financial information and effective digital promotion channels determine competitiveness and sustainability. In response to this gap, the present study was conducted to examine the influence of accounting information utilization and digital marketing adoption on the overall business success of MSMEs. The research employed a quantitative approach using hypothesis testing methods. Primary data were collected through the distribution of structured questionnaires to 125 MSME owners and managers, who were selected using purposive sampling to ensure relevance to the study’s objectives. Data analysis was carried out through multiple linear regression, processed using the latest version of SPSS software, to determine the partial and simultaneous effects of the independent variables on business success. The findings indicate that both accounting information usage and digital marketing adoption have a positive and significant impact on MSME success. This suggests that MSMEs that manage their financial records systematically and integrate digital platforms into their marketing strategies are more likely to achieve business growth, stability, and competitiveness in a rapidly changing market environment. The results highlight the importance of encouraging MSMEs to strengthen financial literacy and adopt digital technologies as part of their business practices. Overall, this research contributes to the understanding of how financial management and technological adaptation can serve as key drivers of MSME performance. It also provides practical implications for policymakers, business associations, and entrepreneurs in designing strategies to empower MSMEs for long-term sustainability.]]>
