<![CDATA[Purpose: This study aims to analyze the relationship among experiential financial behavior, financial literacy, and MSME sustainability, with financial literacy as a mediating variable in the context of experiential financial learning. Research Method: The study employed a quantitative, cross-sectional survey design involving 120 MSME operators in Gorontalo City, selected through purposive sampling. The data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). Results and Discussion: The study results indicate that experiential financial behavior is positively associated with financial literacy and business sustainability. Financial literacy is also positively associated with business sustainability and partially mediates this relationship. These findings indicate a close relationship between financial experience, financial literacy, and the business sustainability of MSMEs. Implications: This study emphasizes the importance of an experience-based learning approach in strengthening the financial capacity and sustainability of MSMEs. Originality: The novelty of this research lies in its effort to reposition financial literacy as a capacity that develops through financial experiences.]]>
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