<![CDATA[Micro, Small, and Medium Enterprises (MSMEs) play a strategic role in supporting regional economic growth, including in Bungo Regency, Jambi Province. However, limited market access and low digital adoption remain major challenges in improving their income. This study aims to examine the influence of live shopping and social commerce on MSME income, as well as to analyze the role of the paylater feature as a moderating variable. A quantitative research approach was employed with survey data collected from 100 MSME actors actively utilizing digital platforms. Data analysis was conducted using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 4 software. The results reveal that live shopping has a positive and significant effect on MSME income, both directly and indirectly through social commerce as a mediating variable. Likewise, social commerce positively and significantly contributes to increasing MSME income. In contrast, the paylater feature shows no significant effect on MSME income and does not function as a moderating variable in the relationship between live shopping and income. Overall, this study highlights that digital marketing strategies based on live shopping and social commerce serve as effective instruments for enhancing MSME income in the digital economy era. The findings are expected to provide both theoretical contributions and practical implications for policymakers and stakeholders in designing adaptive MSME empowerment strategies aligned with technological developments.]]>
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