<![CDATA[This study aims to examine the effect of marketing digitalization on business sustainability and the performance of Micro, Small, and Medium Enterprises (SMEs) in Medan City, Indonesia. A quantitative research approach was employed using a survey method involving 56 SME owners selected through purposive sampling. Data were collected using a five-point Likert scale questionnaire and analyzed through simple linear regression with the assistance of SPSS software. The findings reveal that marketing digitalization has a positive and significant effect on both business sustainability and SME performance. The utilization of social media, online marketplaces, and digital promotional activities enhances SMEs' ability to sustain their business operations while improving sales growth, customer acquisition, profitability, and operational efficiency. These findings highlight the strategic importance of marketing digitalization in strengthening SME competitiveness and ensuring long-term business sustainability in the digital economy.]]>
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