<![CDATA[This study aims to analyze the influence of internal and external factors of MSMEs on environmentally friendly MSME activities, both partially and simultaneously, in Kota Barat District, Gorontalo City. This study uses a quantitative approach with a descriptive method through a survey. The data used are primary data obtained from distributing questionnaires to MSME actors, and supported by research documentation. The study population amounted to 1,952 MSME units operating in the culinary, fashion, service, and transportation sectors. Sampling was carried out using the Proportionate Stratified Random Sampling technique so that 96 respondents were obtained spread across seven sub-districts, namely Dembe I, Lekobalo, Pilolodaa, Buliide, Tenilo, Molosipat W, and Buladu. Data analysis was carried out using multiple linear regression. The results of the study indicate that internal factors of MSMEs have a positive and significant effect on environmentally friendly MSME activities. In addition, external factors of MSMEs also have a positive and significant effect on environmentally friendly MSME activities. Simultaneously, internal and external factors of MSMEs were shown to significantly influence the activities of environmentally friendly MSMEs in Kota Barat District. The coefficient of determination (R²) value of 0.949 indicates that 94.9% of the variation in environmentally friendly MSME activities can be explained by internal and external factors, while 5.1% is influenced by other variables outside the study.]]>
