<![CDATA[This study aims to investigate the relationship between contextual factors of management capacity, digitalization of marketing and digital finance on sustainable business growth among MSMEs. The data was obtained through a survey of 40 MSMEs in Pabelan sub-district, Semarang Regency Data analysis tools were performed using IBM SPSS 25 for multiple linear regression analysis, determinant tests and hypothesis testing. The summary of findings shows the management capacity of the calculated t value of 4.782 > t table 2.021 and sig. Calculate 0.000 < 0.05 and digitize marketing t value calculate 2.134 > t table 2.021 and sig. Calculate 0.040 < 0.05 is concluded to have a significant impact on sustainable business growth Meanwhile, digital finance has no impact on sustainable business growth with a calculated t value of 0.539 < t table 2.021 and SIG. Calculate 0.593 > 0.05. However, the results of simultaneously all three independent variables have an impact on the variable sustainable business growth, the value of Sig. calculate 0.000 < 0.05. Keywords: Management Capacity, Marketing Digitalization, Digital finance adoption capacity, Sustainable Business Growth. Penelitian ini bertujuan menyelidiki keterkaitan antara faktor-faktor kontekstual kapasitas manajemen, digitalisasi pemasaran dan keuangan digital terhadap pertumbuhan bisnis berkelanjutan di kalangan UMKM. Data diperoleh melalui survei terhadap 40 UMKM di kecamatan Pabelan Kabupaten Semarang. Alat analisis data dilakukan menggunakan IBM SPSS 25 untuk analisis regresi linear berganda, uji determinan dan menguji hipotesis. Ringkasan temuan menunjukkan kapasitas manajemen nilai t hitung 4,782 > t tabel 2,021 serta sig. hitung 0.000 < 0,05 dan digitalisasi pemasaran nilai t hitung 2,134 > t tabel 2,021 serta sig. hitung 0.040 < 0,05 disimpulkan berdampak signifikan terhadap pertumbuhan bisnis berkelanjutan Sedangkan, keuangan digital tidak berdampak pada pertumbuhan bisnis berkelanjutan dengan nilai t hitung 0,539 < t tabel 2,021 serta sig. hitung 0.593 > 0,05. Namun hasil secara simultan ketiga variabel bebas berdampak pada variabel pertumbuhan bisnis berkelanjutan nilai Sig. hitung 0,000 < 0,05. Kata Kunci: Kapasitas Manajemen, Digitalisasi Pemasaran, Kapasitas adopsi keuangan digital, Pertumbuhan Bisnis Berkelanjutan.]]>
