PENGARUH LITERASI KEUANGAN, INSKLUSI KEUANGAN, KREATIVITAS DAN DIGITAL MARKETING TERHADAP KEBERLANJUTAN UMKM

This study aims to examine the influence of financial literacy, financial inclusion, creativity, and digital marketing on the sustainability of Micro, Small, and Medium Enterprises (MSMEs). As MSMEs play a crucial role in supporting economic growth, understanding the factors that strengthen their long-term sustainability is essential in the digital economy era. A quantitative research method was employed, using a structured questionnaire distributed to MSME actors. The collected data were analyzed using multiple linear regression to test the effect of each independent variable on MSME sustainability. The results indicate that financial literacy has a significant positive effect on the ability of MSMEs to manage finances and make strategic decisions. Financial inclusion also shows a strong positive influence by enhancing access to credit, digital financial services, and broader funding opportunities. Furthermore, creativity contributes significantly to product innovation and competitiveness, while digital marketing plays a key role in expanding market reach and improving customer engagement. Overall, the findings reveal that financial literacy, financial inclusion, creativity, and digital marketing collectively and individually contribute to strengthening MSME sustainability. This study provides practical implications for MSME development programs and offers insights for policymakers in designing strategies to empower MSMEs in the digital era.