Financial Literacy, Digital Marketing Transformation, and MSME Competitiveness: The Moderating Role of Sustainability Orientation in Jakarta

Fanny Suzuda Pohan; BUDI SURYOWATI; ROSALIA NANSIH WIDHIASTUTI

doi:10.59024/jumek.v4i3.754

Authors

Fanny Suzuda Pohan Universitas Trilogi
BUDI SURYOWATI Universitas Trilogi
ROSALIA NANSIH WIDHIASTUTI Universitas Trilogi

DOI:

https://doi.org/10.59024/jumek.v4i3.754

Keywords:

Digital Marketing Transformation, Financial Literacy, MSME Competitiveness, PLS-SEM, Sustainability Orientation

Abstract

This study examines the effects of financial literacy and digital marketing transformation on MSME competitiveness and tests sustainability orientation as a moderating variable. A quantitative explanatory design was applied to 162 MSME owners, managers, and operational decision makers in Jakarta. Data were collected through an online questionnaire using a five-point Likert scale and analyzed with partial least squares structural equation modeling using SmartPLS 4. The measurement model met indicator reliability, construct reliability, convergent validity, and discriminant validity criteria. Outer loadings ranged from 0.708 to 0.841, AVE values ranged from 0.572 to 0.603, and HTMT values were below 0.900. The structural model explained 55.8% of the variance in MSME competitiveness. The results show that financial literacy, digital marketing transformation, and sustainability orientation positively affect MSME competitiveness. Digital marketing transformation has the strongest effect. Sustainability orientation strengthens the effects of financial literacy and digital marketing transformation on MSME competitiveness. The findings suggest that MSME competitiveness depends on the integration of financial capability, digital marketing capability, and practical sustainability orientation.

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