This study aims to analyze the effect of financial literacy, personal capital, and loan utilization on the profitability of Micro, Small, and Medium Enterprises in Indonesia. These aspects are essential for guaranteeing their financial viability and growth in light of MSME's substantial contribution to the national economy. Data were collected from 100 respondents of MSMEs and analyzed by using the PLS-SEM technique. The results showed that various factors such, as financial literacy, personal capital and using loans wisely are immensely helpful for business enterprises to increase their profitability. Loan utilization had the influence on profitability with personal funds and financial knowledge being behind. The findings emphasize the need for education, access to sources of funds, and prudent financial management as the enhancing factors on the profitability of MSMEs. Conclusions and recommendations are therefore made in order to develop the profitability of MSMEs through the initiatives of financial literacy and more availability of alternatives of financing.