<![CDATA[This research is motivated by the importance of strengthening the competitiveness of Micro, Small, and Medium Enterprises (MSMEs), where entrepreneurs in the field still frequently face limitations in systematic business management. This study aims to determine the effect of creativity and innovation on the business development of MSMEs in Brebes District. The research utilizes a quantitative approach with a survey method. The research sample consists of 394 MSME actors selected as respondents, with the dominant profile being high school/vocational school graduates. The data analysis techniques applied are multiple linear regression analysis, partial t-test, and simultaneous F-test. The results show that creativity has a positive and significant effect on business development with a calculated t-value of 6.768, and innovation also exerts a positive and significant effect on business development with a calculated t-value of 7.466. The regression analysis yields the equation Y = 5.486 + 0.255 X1 + 0.440 X2, indicating that any constant increase of one unit in the creativity and innovation variables will be followed by a linear increase in the business development value. Through simultaneous testing, an F-value of 72.665 confirms the significance of the model. Consequently, it can be concluded that creativity and innovation, both partially and simultaneously, have a positive and significant effect on the business development of MSMEs in Brebes District.]]>
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