The Mediating Role of Marketing Orientation in the Relationship between Digitalization, Financial Literacy, and Financial Sustainability: The Moderating Role of Government Support

Authors

  • Endang Kristiawati Universitas Tanjungpura, Indonesia
  • Giriati Giriati Universitas Tanjungpura, Indonesia
  • Wendy Wendy Universitas Tanjungpura, Indonesia

DOI:

https://doi.org/10.61987/bamj.v4i3.2833

Keywords:

Empowering Leadership, Employee Performance, Harmonious Passion , Obsessive Passion

Abstract

This study analyzes the effect of financial digitalization and financial literacy on the financial sustainability of MSMEs, with marketing orientation as a mediating variable and government support as a moderating variable. The study surveyed 162 MSMEs using purposive sampling, and the data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS 4. The results show that financial digitalization has a significant positive effect on marketing orientation (β = 0.337; p = 0.001), while financial literacy does not significantly affect marketing orientation (β = 0.050; p = 0.583). Marketing orientation significantly influences financial sustainability (β = 0.350; p = 0.000) and significantly mediates the effect of financial digitalization on financial sustainability, but does not mediate the effect of financial literacy on financial sustainability. Government support does not significantly moderate either the effect of financial literacy or financial digitalization on marketing orientation. The model explains 32.2% of the variance in marketing orientation and 12.2% in financial sustainability. These findings underscore the importance of integrating digital financial capabilities with customer and competitor analysis to strengthen MSMEs' financial sustainability.

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Published

2026-11-05

How to Cite

Kristiawati, E., Giriati, G., & Wendy, W. (2026). The Mediating Role of Marketing Orientation in the Relationship between Digitalization, Financial Literacy, and Financial Sustainability: The Moderating Role of Government Support . Business and Applied Management Journal, 4(3), 546–561. https://doi.org/10.61987/bamj.v4i3.2833

Issue

Vol. 4 No. 3 (2026): IN PRESS

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Articles

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Copyright (c) 2026 Endang Kristiawati, Giriati Giriati, Wendy Wendy

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