<![CDATA[Micro, Small, and Medium Enterprises (MSMEs) play an important role in supporting national and regional economic development, particularly in tourism areas with high visitor intensity. This study aims to identify and analyze the determinant factors of MSME business success in the Batu City Square area, East Java. This research employed a qualitative method with a descriptive approach. The informants were selected using purposive sampling and consisted of three MSME owners operating different types of businesses, namely rolled egg snacks, seafood, and fresh flowers. Data were collected through semi-structured interviews and documentation, then analyzed through data reduction, data presentation, and conclusion drawing. The findings show that MSME success in the Batu City Square area is determined by five main indicators: an increase in the number of customers, rising consumer demand, labor management, profit growth, and business development potential. Batu City Square as a tourism area provides opportunities for MSME owners to attract customers, but it also creates challenges due to fluctuating demand. The findings indicate that MSME owners need to adapt to market dynamics, innovate their products, manage labor efficiently, strengthen financial record-keeping, and develop their businesses gradually. This study concludes that MSME success is not only determined by a strategic location, but also by the ability of business owners to manage internal factors and respond to external dynamics in tourism areas.]]>
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