DOES DIGITAL LITERACY OR FINANCIAL LITERACY STRENGTHEN THE ORIENTATION ARTISTIC ON CREATIVE MSMES PERFORMANCE
This research combines artistic and economic logic in creative SMEs. Artistic orientation aims to produce original work, while financial and digital literacy aims to increase competitiveness and success in the market. To combine these two things, a strategy for improving performance is needed. This study aims to test whether managers with an artistic orientation produce better performance and whether financial literacy and digital literacy strengthen the relationship between artistic orientation and performance. They use primary data sources through questionnaires to 344 Creative MSMEs in Yogyakarta. Data analysis uses Partial Least Square – SEM; the results show that artistic orientation significantly affects non-financial and financial performance, and the relationship between artistic orientation and financial performance is strengthened by financial literacy but not by digital literacy. This can be seen that most customers are identified as “conventional online buyers,” where customers visit online sites only to see the products offered. If interested, they place conventional orders by telephone, fax, or face-to-face. The coefficient on non-financial performance is more significant than financial performance; this reflects the noble values used by traders that there is local wisdom for the Javanese people “Tuna satak bathi sanak”.
Creative MSMEs, Artistic Orientation, Financial Literacy, Digital Literacy.