Navigating Financial Uncertainty: Financial Awareness, Risk Perceptions, and Investment Diversification for Business Sustainability Among Creative Economy Micro and Small Entrepreneurs in Jakarta

This study explores how the creative economy micro and small entrepreneurs in Jakarta perceive financial uncertainty and how it influences financial awareness, risk-return understanding, and investment diversification for business sustainability. The study contributes to the literature by integrating these concepts through a qualitative perspective, addressing the limited understanding of entrepreneurs’ financial decision-making processes. Using a qualitative content analysis approach, data were collected through interviews with 30 purposively selected entrepreneurs from creative economy sectors in Jakarta as respondents. The findings reveal that respondents actively monitor financial developments, adopt calculated risk-taking, learn from financial experiences, and diversify investments to reduce vulnerability. These interconnected behaviours strengthen business resilience and support long-term sustainability under uncertain economic conditions.