<![CDATA[This study seeks to examine the impact of digital marketing and digital payment on the financial performance of Micro, Small, and Medium Enterprises (MSMEs) in the Special Region of Yogyakarta. This study is driven by the swift digital transformation and growing technology use among MSMEs, yet its effect on financial performance has been inconsistent in previous research. This study utilizes a quantitative methodology, employing a survey technique via questionnaires administered to 100 MSME proprietors in the Special Region of Yogyakarta. Multiple linear regression analysis was conducted utilizing SPSS to evaluate the hypotheses. The findings demonstrate that digital marketing positively and significantly influences the financial performance of MSMEs. Likewise, digital payment exerts a beneficial and substantial impact on financial performance. Both independent variables concurrently exert a considerable impact on the financial performance of MSMEs. The findings indicate that the implementation of digital marketing techniques and digital payment systems enhances sales growth and operational efficiency in MSMEs. The results underscore the necessity of improving digital literacy and maximizing technology use to bolster MSME sustainability in the digital economy.]]>
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