<![CDATA[The success of Micro, Small, and Medium Enterprises (MSMEs) is crucial for regional economies, yet many business owners still face competitiveness challenges amidst market dynamics. This study aims to analyze the effect of intellectual capital, market orientation, gender role, education level, and partnership on the success of culinary MSMEs in Medan Area District. An associative quantitative approach was employed using a saturated sampling method involving 108 MSME owner or manager respondents. Data were collected via questionnaires and analyzed using multiple linear regression. The results indicate that intellectual capital, gender role, and partnership have a positive and significant effect on business success. Conversely, market orientation and education level do not have a significant partial effect. Simultaneously, all five variables significantly affect MSME success. In conclusion, strengthening intellectual capital, leveraging gender roles, and expanding partnerships are the most dominant key factors in enhancing sustainable MSME success and competitiveness.]]>
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