<![CDATA[Abstract: This study aims to analyze the influence of Financial Technology (Fintech), Digital Marketing, and Digital Financial Literacy on the Performance of MSMEs in Batu Bara Regency, North Su-matra. A quantitative approach with a survey method was employed. The research population comprised all MSMEs registered at the Cooperative and MSME Office of Batu Bara Regency, totaling 3,847 business units. Samples were selected using simple random sampling based on the Slovin formula, yielding 362 respondents. Data were collected through structured question-naires and analyzed using Structural Equation Modeling – Partial Least Square (SEM-PLS) with SmartPLS 4.0 software. Results indicate that: (1) Financial Technology has a positive and signif-icant effect on MSME Performance (β = 0.312; p < 0.05); (2) Digital Marketing has a positive and significant effect on MSME Performance (β = 0.287; p < 0.05); (3) Digital Financial Litera-cy has a positive and significant effect on MSME Performance (β = 0.341; p < 0.05). Simultane-ously, the three variables contributed 67.4% to the variation in MSME Performance (R² = 0.674). These findings imply that adoption of digital financial technology, optimization of digi-tal marketing strategies, and enhancement of digital financial literacy are key factors in improv-ing MSME performance and competitiveness in the digital transformation era. Keywords: Financial Technology, Digital Marketing, Digital Financial Literacy, MSME Performance, Batu Bara Regency Abstrak: Penelitian ini bertujuan untuk menganalisis pengaruh Financial Teknologi (Fintech), Digital Marketing, dan Literasi Keuangan Digital terhadap Kinerja UMKM di Kabupaten Batu Bara, Sumatera Utara. Penelitian menggunakan pendekatan kuantitatif dengan metode survei. Popu-lasi penelitian adalah seluruh pelaku UMKM yang terdaftar di Dinas Koperasi dan UMKM Ka-bupaten Batu Bara berjumlah 3.847 unit usaha. Sampel dipilih menggunakan teknik simple random sampling berdasarkan rumus Slovin sehingga diperoleh 362 responden. Data dik-umpulkan melalui kuesioner terstruktur dan dianalisis menggunakan Structural Equation Mod-eling – Partial Least Square (SEM-PLS) dengan bantuan software SmartPLS 4.0. Hasil penelitian menunjukkan bahwa: (1) Financial Teknologi berpengaruh positif dan signifikan ter-hadap Kinerja UMKM (β = 0,312; p < 0,05); (2) Digital Marketing berpengaruh positif dan sig-nifikan terhadap Kinerja UMKM (β = 0,287; p < 0,05); (3) Literasi Keuangan Digital ber-pengaruh positif dan signifikan terhadap Kinerja UMKM (β = 0,341; p < 0,05). Secara simultan, ketiga variabel berkontribusi sebesar 67,4% terhadap variasi Kinerja UMKM (R² = 0,674). Temuan ini mengimplikasikan bahwa adopsi teknologi keuangan digital, optimalisasi strategi pemasaran digital, dan peningkatan literasi keuangan digital merupakan faktor kunci dalam mendorong kinerja dan daya saing UMKM di era transformasi digital. Kata Kunci: Financial Teknologi, Digital Marketing, Literasi Keuangan Digital, Kinerja UMKM, Kabupaten Batu Bara ]]>
Copyrights © 2026
