Windy Yosefine Adelioni Elisya Galla; Tutut Dewi Astuti
Micro, Small, and Medium Enterprises (MSMEs) play an essential role in driving national economic growth; however, many business actors still face challenges in financial management and the effective utilization of digital technologies. This condition is also experienced by the culinary MSME Warung Makan Lesehan Mas Roni, which previously did not have a structured bookkeeping system and had not maximized the use of digital platforms for marketing activities. This study aims to analyze the implementation of simple bookkeeping and digital marketing strategies in improving sales performance at the MSME. A descriptive qualitative method was employed by conducting observations, interviews, and collecting business documentation to obtain a comprehensive understanding of financial activities and digital marketing practices. The findings reveal that applying simple bookkeeping helps business owners record income, expenses, and profits more systematically, thereby supporting informed business decisions. Additionally, the adoption of digital marketing through social media platforms expands promotional reach, increases consumer engagement, and contributes to higher customer acquisition and improved operational effectiveness. The implications of this study highlight that the integration of proper bookkeeping and digital marketing utilization is a crucial strategy for MSMEs to enhance competitiveness and business sustainability in the Industry 4.0 era. Strengthening financial and digital literacy becomes an urgent need to help business owners adapt to modern business developments and maximize existing market opportunities.