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This study aims to analyze the influence of financial literacy, digital literacy, and product innovation on the performance of Micro, Small, and Medium Enterprises (MSMEs) in Semarang City. The study employed a quantitative approach using a random sampling technique. Data were collected through questionnaires distributed to MSME owners in Semarang City. A total of 100 valid questionnaires were analyzed using SmartPLS software with the Structural Equation Modeling-Partial Least Squares (SEM-PLS) approach.The results indicate that financial literacy has no significant effect on MSME performance. In contrast, digital literacy has a positive and significant effect on MSME performance, while product innovation has a significant negative effect on MSME performance. These findings suggest that improving MSME performance is more strongly influenced by the ability of business owners to utilize digital technology than by their level of financial literacy. Furthermore, product innovation should be aligned with market needs to generate a positive impact on business performance.