<![CDATA[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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