<![CDATA[Digital transformation in the financial services sector offers strategic opportunities for Micro, Small, and Medium Enterprises (MSMEs) to enhance access to financing and improve business efficiency. This study aims to examine the determinants of MSMEs’ intention to adopt financial technology (fintech) services in Jambi City by integrating the Unified Theory of Acceptance and Use of Technology (UTAUT) framework with privacy-related perspectives. A quantitative approach was employed using Structural Equation Modeling–Partial Least Square (SEM-PLS). The findings reveal that social influence and privacy-related factors, both as enablers and inhibitors, play a significant role in shaping fintech adoption intention. In contrast, functional factors such as performance expectancy, effort expectancy, and facilitating conditions do not emerge as primary determinants in this context. These results suggest that fintech adoption among MSMEs is driven more by social dynamics and trust in data protection mechanisms than by purely technical considerations. The study provides practical implications for fintech providers to strengthen community-based engagement strategies and enhance transparency and data security to foster broader and more sustainable adoption.]]>
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