<![CDATA[Tanah Abang Market is the largest fashion hub in Southeast Asia. It faces significant challenges in maintaining business sustainability, particularly for Small and Medium-Sized Enterprises (SMEs) that have experienced severe revenue declines in the post-pandemic era. This study aims to examine the influence of entrepreneurial orientation and risk-taking on business sustainability in Indonesia, with financial performance as a mediating variable and financial literacy as a moderating variable. Therefore, a quantitative approach was employed, using survey data collected from 217 fashion traders, determined using Cochran’s formula. Its data were obtained using a Likert-scale questionnaire (1–5) and analyzed with Structural Equation Modeling–Partial Least Squares (SEM-PLS). Furthermore, the findings reveal that entrepreneurial orientation and risk-taking have a significant positive effect on financial performance. Then, the entrepreneurial orientation does not directly affect business sustainability. In contrast, risk-taking directly affects business sustainability. While financial performance plays a crucial mediating role in both relationships, financial literacy significantly strengthens the effect of financial performance on business sustainability. A key novelty of this study is the finding that Tanah Abang traders tend to emphasize survival rather than long-term sustainability strategies.]]>
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