MSME Performance Integrative Model: The Influence of Human Resources Competence, Digital Marketing Strategy, and Financial Literacy on Business Sustainability with Entrepreneurial Orientation as a Mediation Variable

ABSTRACT : This study aims to develop and test an integrative model of sustainability of Micro, Small, and Medium Enterprises (MSMEs) by analyzing the influence of human resource competence, digital marketing strategy, and financial literacy on business sustainability through the mediation of entrepreneurship orientation. The study used a quantitative approach with the structural equation modeling method based on partial least squares (PLS-SEM) on 400 MSME actors. The results of the analysis show that all constructs meet the criteria of validity and reliability. Structurally, HR competencies, digital marketing strategies, and financial literacy have a positive and significant effect on business sustainability. In addition, entrepreneurial orientation has been proven to play a role as a mediating variable that strengthens the relationship between internal capabilities and business sustainability. The value of the determination coefficient indicates that the model has a high explanatory power. These findings affirm the importance of integrating human resource capabilities, digital transformation, and financial literacy in creating competitive and sustainable MSMEs. This research contributes to the development of capability-based theories and provides practical implications for the formulation of integrative MSME empowerment policies