Abstract
The purpose of this study is to prove the real impact of Agile Marketing, Marketing Mix Adaptation, Entrepreneur Orientation and Digital Transformation on Firm Performance in MSMEs incorporated in ACSB Banjarsari Surakarta District. Data collection method with questionnaire method Analysis test tools and data processing results using SmartPls v.4.0, Outer Model analysis results show convergent validity, composite reliability, and Average Variance Extracted (AVE) that meet the criteria. Of all 83 members in 1 WhatsApp group, all of them were taken to be sampled. All independent variables have a significant effect. Digital Transformation variables have a negative effect while other variables have a positive effect.
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