<![CDATA[This study aims to analyze the influence of adaptive selling behavior, market orientation, and product innovation on the sales performance of MSMEs in the UKM Mall in Cirebon City. The study used a quantitative approach with descriptive and verification methods. The study population consisted of 246 MSMEs, with the sample determined using a purposive sampling technique. Data were collected through questionnaires and analyzed using multiple linear regression. The results showed that adaptive selling behavior, market orientation, product innovation, and sales performance were in the high category. Partially, adaptive selling behavior had a positive but insignificant effect on sales performance. Conversely, market orientation and product innovation had a positive and significant effect on sales performance. These findings indicate that the ability to understand customer needs, respond to market changes, and develop innovative products are important factors in improving MSME sales performance. Meanwhile, adaptability in sales strategies has not had a significant effect. This study implies that strengthening market orientation and product innovation needs to be a priority in efforts to increase the competitiveness and sustainability of MSME businesses.]]>
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