<![CDATA[Competitive challenges require MSMEs to enhance financial literacy, utilize formal financial services, implement digital marketing strategies, and adopt cashless payments to improve financial performance. This study aims to analyze the influence of financial literacy, financial inclusion, digital marketing strategies, and cashless payment usage on the financial performance of MSMEs, while also examining the moderating role of education level. This quantitative research employs an explanatory approach, collecting primary data through questionnaires distributed to 315 MSME actors across 21 sub-districts in Medan City, yielding 260 valid and processable responses. Data analysis was conducted using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 3.0 software. The findings reveal that financial literacy and cashless payments have a positive and significant effect on MSME financial performance, whereas financial inclusion and digital marketing strategies exhibit a negative effect. Education level does not significantly moderate the relationships between any of the four variables and MSME financial performance. The novelty of this research lies in its simultaneous integration of four key variables into a unified model with education level as a moderating variable in the context of MSMEs in Medan City, providing fresh empirical evidence following the implementation of QRIS and the acceleration of economic digitalization initiated by Bank Indonesia.]]>
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