<![CDATA[The adoption of digital financial technologies has become an essential strategy for improving financial management among Micro, Small, and Medium Enterprises (MSMEs). This study investigates the effects of fintech adoption and cloud accounting utilization on the effectiveness of MSME financial management, while examining the moderating role of digital literacy. A quantitative research design was employed using data collected from 100 MSMEs in Deli Serdang Regency, Indonesia. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that fintech adoption has a positive and significant effect on financial management effectiveness (β = 0.363, t = 2,592, p=0,010 < 0.05). Conversely, cloud accounting utilization does not significantly influence financial management effectiveness (β = 0.090, t = 0,605, p=0,546> 0.05). Furthermore, digital literacy does not moderate the relationship between fintech adoption and financial management effectiveness (β = -0,193, p=0,226 > 0.05), nor does it moderate the relationship between cloud accounting utilization and financial management effectiveness (β = 0,062, p=0,662 > 0.05). The structural model explains 71,7% (R² = 0.717) of the variance in financial management effectiveness. These findings suggest that fintech adoption provides direct benefits to MSMEs, whereas cloud accounting implementation has not yet generated significant improvements. Moreover, digital literacy alone is insufficient to strengthen the effectiveness of digital financial technologies. The findings offer practical implications for policymakers and MSME stakeholders in designing more targeted digital transformation strategies.]]>
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