Research Article
The Role of Financial Literacy, Financial Inclusion, Digital Marketing Strategies, and Cashless Payment Adoption in Enhancing the Financial Performance of MSMEs in Medan City
@INPROCEEDINGS{10.4108/eai.16-9-2025.2361161, author={Erny Luxy D. Purba and Khairunnisa Harahap and La Ane}, title={The Role of Financial Literacy, Financial Inclusion, Digital Marketing Strategies, and Cashless Payment Adoption in Enhancing the Financial Performance of MSMEs in Medan City}, proceedings={Proceedings of the 7th International Conference on Innovation in Education, Science, and Culture, ICIESC 2025, 16 September 2025, Medan, Indonesia}, publisher={EAI}, proceedings_a={ICIESC}, year={2026}, month={3}, keywords={financial literacy financial inclusion digital marketing cashless payment msme financial performance}, doi={10.4108/eai.16-9-2025.2361161} }- Erny Luxy D. Purba
Khairunnisa Harahap
La Ane
Year: 2026
The Role of Financial Literacy, Financial Inclusion, Digital Marketing Strategies, and Cashless Payment Adoption in Enhancing the Financial Performance of MSMEs in Medan City
ICIESC
EAI
DOI: 10.4108/eai.16-9-2025.2361161
Abstract
Financial performance of MSMEs is a key indicator of their capacity to survive and grow, however, many MSMEs in Medan City still encounter obstacles in financial management and digital adaptation. This research examines the impact of Financial Literacy, Financial Inclusion, Digital Marketing, and Cashless Payment on the financial performance of MSMEs in Medan City. Using a quantitative descriptive-verificative method, data were collected from 300 MSME actors and analyzed with SEM-PLS. The results show that Financial Literacy and Cashless Payment significantly improve financial performance, while Financial Inclusion and Digital Marketing have no significant effect. These findings emphasize the importance of financial education and digital payment adoption to enhance MSME competitiveness and sustainability.
