<![CDATA[The achievement of Micro, Small, and Medium Enterprises (MSMEs) depends on multiple elements, such as the integration of technology, anticipated profits, surrounding social conditions, and Islamic-based business drivers. This research investigates how these four aspects impact the performance of fashion MSMEs located in Olympia Plaza, Medan. Utilizing a quantitative associative method, the study involved a total population of 121 business owners. A saturated sampling method was applied, meaning all 121 individuals were included as respondents. Information was gathered via questionnaires and processed using multiple linear regression, t-tests, F-tests, and coefficient of determination analysis. The results reveal that integrating technology and expecting profits individually bring a positive and meaningful impact on business success. On the other hand, social surroundings and Islamic business drivers do not show a significant partial effect. When combined, however, all four elements significantly drive MSME success, yielding an Adjusted R² of 0.944. Ultimately, this highlights that maximizing tech usage and building strong profit outlooks are the most crucial steps to boost MSME performance.]]>
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