<![CDATA[This study examines how market orientation, product innovation, and financial literacy affect the Business Success of culinary MSMEs in Bireuen Regency. Facing tight competition in the food sector, business owners must apply effective marketing strategies, product creativity, and sound financial management to maintain steady sales. This research adopts a quantitative method. Data were gathered by distributing questionnaires to culinary MSME owners or managers across Bireuen. The collected data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) via SmartPLS 4 software. The findings reveal that market orientation has a positive and significant role in enhancing Business Success. Additionally, product innovation successfully attracts consumers and drives higher sales growth. A solid understanding of financial literacy is also proven to help MSME owners manage capital and optimize business income significantly. Together, these three factors serve as crucial drivers for boosting the development of the culinary business in Bireuen Regency.]]>
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