<![CDATA[This study aims to analyze the effect of capital, service excellence, digital marketing, and pricing on the sales growth of MSMEs in Medan City. The research employs a quantitative approach with a causal associative design. The sample consists of 65 respondents selected using purposive sampling. Data were collected through a Likert-scale questionnaire and analyzed using the Statistical Package for the Social Sciences (SPSS). The results show that capital has a significant effect on sales growth (sig. 0.019 < 0.05; t-value = 2.408), service excellence has a significant effect on sales growth (sig. 0.001 < 0.05; t-value = 3.340), digital marketing does not have a significant effect on sales growth (sig. 0.967 > 0.05; t-value = -0.042), and pricing has a significant effect on sales growth (sig. 0.032 < 0.05; t-value = 2.189). Simultaneously, all independent variables have a significant effect on MSME sales growth (sig. 0.000 < 0.05; F-value = 100.271). This study indicates that capital, service excellence, and pricing play important roles in increasing MSME sales, while digital marketing has not shown a significant effect.]]>
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