<![CDATA[This research was conducted on all MSMEs in the culinary sector registered with the Buleleng Regency Office of Trade, Industry and Cooperatives. However, this research test only uses MSMEs in the culinary sector located in Buleleng District. This research aims to test the effect of entrepreneurial characteristics and product marketing on the business performance of MSME culinary sector in Buleleng sub-district, both partially and simultaneously. The design of this study is causal quantitative. The population in this study was 98 MSMEs in the culinary sector with a large number of respondents as many as 79 respondents. The method of data collection is carried out through the dissemination of questionnaires directly and online as well. Data is analyzed with multiple linear regression analyses. The results of this study show that (1) entrepreneurial characteristics have a positive and significant effect on business performance, (2) product marketing has a positive and significant effect on business performance, 3) entrepreneurial characteristics and product marketing have a positive and significant effect on business performance.]]>
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