<![CDATA[The rapid development of industrial areas in Nganjuk Regency has created both opportunities and competitive challenges for Micro, Small, and Medium Enterprises (MSMEs), making business viability a crucial factor for sustaining local economic growth. This study aims to analyze the business viability of MSMEs as a survival strategy in an industrially developing region and to identify the factors influencing their sustainability. A qualitative descriptive approach was employed, with data collected through in-depth interviews, observations, and documentation involving purposively selected MSME owners in Nganjuk Regency. Data were analyzed using the stages of data reduction, data display, and conclusion drawing. The findings indicate that MSMEs remain generally viable due to the availability of local resources, entrepreneurial skills, and stable market demand. However, their growth is constrained by limited managerial capacity, inadequate financial management, low adoption of digital marketing, and restricted access to business capital. The study also reveals that business viability is strengthened by product innovation, digital technology adoption, strategic partnerships, and government support through training, business assistance, and market facilitation. The study concludes that the sustainability of MSMEs depends not only on internal business capabilities but also on the strength of the supporting industrial ecosystem. Therefore, improving managerial competence, expanding digital marketing, enhancing access to finance, and strengthening collaboration among stakeholders are essential to increase MSME competitiveness and ensure long-term business sustainability in industrially developing regions]]>
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