THE EFFECT OF GREEN INNOVATION AND DIGITAL TRANSFORMATION ON THE SUSTAINABILITY OF SMES, WITH FINANCIAL LITERACY AS A MODERATING VARIABLE

Balqis Zahwa Nuriza, Moh. Ubaidillah, Muhamad Agus Sudrajat

Abstract


This study aims to examine the influence of green innovation and digital transformation on MSME sustainability and to analyze the role of financial literacy as a moderating variable. A quantitative approach was applied, involving 74 MSMEs in the Madiun and Magetan areas as the research sample. Data were collected using a Likert-scale questionnaire and analyzed using SPSS and SmartPLS 4, including descriptive statistics, data quality testing, classical assumption testing, and hypothesis testing. The results indicate that green innovation, digital transformation, and financial literacy each have a positive and significant effect on MSME sustainability. However, the moderation analysis shows that financial literacy has not been proven to strengthen the effect of green innovation or digital transformation on MSME sustainability. This study emphasizes the importance of synergy among environmentally friendly practices, digitalization, and financial competence in maintaining MSME business continuity.

Keywords: Green Innovation, Digital Transformation, Financial Literacy, MSME Sustainability.


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