<![CDATA[MSMEs in Watukumpul District face business stagnation despite having considerable entrepreneurial potential. This study aims to explore the factors hindering business growth and to formulate strategies for integrating entrepreneurial knowledge with financial management practices. Using a qualitative method, five entrepreneurs experiencing stagnation were interviewed in depth. Data analysis with the assistance of NVivo software revealed that stagnation was mainly caused by weak financial governance, characterized by the absence of financial recording, undisciplined working capital management, and business decisions largely based on intuition. The lack of product innovation and limited promotional activities further exacerbated this condition. Such circumstances hinder the contribution of MSMEs to the achievement of the Sustainable Development Goals (SDG 8 and SDG 9). This study proposes the development of an integrated mentoring model that combines financial literacy, the use of simple recording tools, and the strengthening of digital marketing skills. Integrating entrepreneurial knowledge and financial management is identified as a key strategy to break stagnation and foster sustainable MSME growth in rural areas.]]>
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