<![CDATA[The study aims to determine the role of digitalization, innovation, orientation in improving the business performance of MSMEs Souvenir Murah Sidoarjo. This study uses a quantitative method, by distributing questionnaires to the people of Sidoarjo. The population in this study are consumers who buy MSMEs Souvenir Murah Sidoarjo products with samples taken from consumers who have purchased MSMEs Souvenir Murah Sidoarjo products. The technique used for sampling is non-probability sampling with purposive sampling with a total of 96 respondents. The data analysis technique uses Partial Less Square (PLS) and the measurement model is evaluated using the outer model and inner model. The results of this study reveal that simultaneously and partially the role of digitalization, the role of innovation and the role of orientation have a positive and significant effect on business performance in MSMEs Souvenir Murah Sidoarjo.]]>
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