<![CDATA[Micro, Small, and Medium Enterprises (MSMEs) play a strategic role in supporting regional economic growth, including in Jambi City, particularly in the Car Free Day program. However, limited business capital, product variety, and the utilization of digital payment systems such as QRIS are factors that influence MSME income levels. This study aims to analyze the effect of business capital, number of product types, and the use of QRIS on MSME income in the Car Free Day program in Jambi City. The research method used is a quantitative approach with multiple linear regression analysis and QSPM analysis. Data were collected through questionnaires distributed to MSME actors as respondents. The results show that business capital and the number of product types have a positive and significant effect on MSME income, while the use of QRIS does not have a significant effect. The most appropriate strategy to be implemented by MSMEs at car free day locations is to add variety and innovate products. This strategy was chosen because it has the highest STAS score compared to other strategies, making it the most effective in attracting consumer interest and increasing sales.]]>
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