<![CDATA[This study aims to analyze financial management in Micro, Small, and Medium Enterprises (MSMEs) in Semarang Regency, focusing on various business sectors such as culinary, retail, and handicrafts. Using a qualitative approach, data was collected through in-depth interviews lasting 3045 minutes with 10 MSME owners. Each interview followed a structured format to ensure the depth of data obtained. The findings indicate that 70% of business owners still use manual methods for financial recording, while the remaining 30% use digital financial applications, although they face technical challenges in their usage. The main challenges faced include inadequate financial literacy (60%) and the impact of income fluctuations (50%) due to market uncertainties. A total of 80% of respondents expressed interest in improving their financial management skills. This study recommends developing digital-based financial training programs and technology support for MSMEs as a sustainable step to improve financial management efficiency and ensure the long-term viability of their businesses.]]>
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