<![CDATA[Micro, Small, and Medium Enterprises (MSMEs) play a strategic role in supporting regional economic development and improving community welfare. In Nganjuk Regency, MSMEs continue to evolve alongside ongoing socioeconomic changes, including shifts in consumer behavior, the rapid advancement of digital technology, and the economic conditions following the COVID-19 pandemic. These changes require MSME entrepreneurs to continuously adapt in order to maintain business feasibility and long-term sustainability. This study aims to qualitatively analyze the business feasibility of MSMEs in response to socioeconomic changes in Nganjuk Regency and to identify the factors influencing their business sustainability. A descriptive qualitative approach was employed, with data collected through in-depth interviews, direct observation, and document analysis involving MSME owners. Data were analyzed using the interactive model of data reduction, data display, and conclusion drawing and verification, while source triangulation was applied to ensure the credibility and trustworthiness of the findings. The results indicate that the business feasibility of MSMEs in Nganjuk Regency is determined not only by economic and financial factors but also by social dimensions, including environmental support, business networks, and the ability of entrepreneurs to adapt to social and technological changes. MSMEs that effectively utilize digital technology, expand their social and business networks, and implement adaptive business management practices demonstrate greater resilience to changing socioeconomic conditions. The findings of this study are expected to contribute to the formulation of policies and strategic initiatives aimed at strengthening MSME empowerment and sustainable regional economic development.]]>
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