The Influence of Sharia Financial Literacy, E-Commerce, Payment Gateway, And Media Social on The Performance of UMKM (Coffee Shops) In Medan City

Purpose: This research aims to examine the influence of Sharia financial literacy, e-commerce, payment gateways, and Media Social on the performance of UMKM (coffee shops) in Medan City. Design/Method/Approach: The research method uses a quantitative approach with multiple linear regression analysis techniques and is processed using SPSS. The research sample consists of 105 respondents, selected based on predetermined criteria, namely UMKM coffee shop entrepreneurs. Findings: Sharia Financial Literacy has a significant influence because it helps MSME actors manage their finances more wisely and in accordance with sharia principles, thereby increasing efficiency and consumer trust. Payment Gateway also has a significant influence as it facilitates fast and secure digital transactions, which are essential in today’s cashless society. Social Media is likewise significant because it serves as a low-cost promotional tool with a broad reach, enabling MSMEs to build social relationships and a strong brand image. E-commerce does not have a significant influence, possibly because not all MSME coffee shops in Medan have fully optimized e-commerce platforms due to limitations in technology, knowledge, or consumer preferences that still lean toward offline transactions. Originality/Values: The originality of this study lies in its integrated analysis of Sharia financial literacy, e-commerce, payment gateways, and social media in the specific context of coffee shop MSMEs in Medan City—offering a holistic view rarely explored in previous research. Practically, the findings can be implemented by promoting Sharia-based financial education, encouraging the use of digital payment systems, and providing social media marketing training. Given the low impact of e-commerce, targeted digital transformation programs are needed to overcome local technological and knowledge barriers. These steps can help stakeholders support the sustainable growth of MSMEs in urban Muslim communities.